8:49 am, March 27, 2021
Snows Motor Group has revealed it sold more than £37m worth of cars online in the last 18 months.
It saw the benefit of online car sales early on and launched its Click & Go service on its website in August 2019.
The boom in online sales was bolstered by the pandemic but Snows were already in a good position. They chose to develop this side of their business further with the help of GForces, and created an end-to-end online sales process.
From January 2020 to 2021, Snows saw an overall 27 per cent increase in web leads and 47 per cent rise in Live Chat leads. This in turn led to an 18 per cent increase in conversion.
However, over the last nine months alone, Snows conducted more than 2,700 online transactions, with the average online purchase, on mainly used cars being £13,700.
The value of transactions quadrupled to £5.7m in May 2020 when they launched their fully refundable £99 online reservation fee.
Plus, 30 per cent of those transactions, from deposits to complete car transactions, were done outside of office hours. The group also found 60 per cent of their online business has also come from mobile devices.
Stephen Snow, CEO of Snows, said: ‘We are a relatively compact, family-owned business, but that doesn’t mean that we can’t be innovators.
‘Over the years, we have always prided ourselves on the quality of our customer service and we were completely focused on ensuring that our online car solution complemented our traditional showroom and the ability to seek support from our physical team when our customers needed it.
‘It’s vital that our customers enjoy their online experience, as well as feel comfortable using the site and the transaction tools, so that they come back time and again.
‘The results we’ve achieved speak for themselves, but just as importantly, the feedback from our customers has been incredibly positive, long may it continue.’
Tim Smith, chief commercial officer at GForces added: ‘The Snows team were quick to see the potential of online car sales, particularly during the pandemic, investing in the technology for the longer term health and growth prospects of their business.
‘It has paid big dividends for them, not just in terms of the number of transactions they’ve made, but also in the high customer satisfaction scores and incremental sales which they have managed to achieve. We look forward to supporting them as online car sales continues to evolve for many years to come.’
