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Experian provides insight into customer buying habits

Experian has launched Data Capture, a new product designed to keep manufacturers and the motor trade better informed about buying trends.

Data Capture records the details of the customer's vehicle offered in part exchange and of the new car being purchased. The information retained on both cars includes make, model, age, mileage, VIN and number of keepers.

From this data, Experian creates a comprehensive and accurate picture of customer buying habits by location (eg, ownership cycles) and comparative trends (eg, if people selling three year old VW Golfs are tending to replace them with 9-18 month old VW Boras).

Data Capture is available online. All that traders need for rapid access to the available information on a particular vehicle is its registration mark.

Rob Whalley, managing director of Experian's automotive division, said: “Data Capture will transform the way manufacturers and car retailers operate. Armed with the invaluable sales intelligence it can provide, they will be better placed than ever to know what models to build and stock and where and how best to market them.”

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