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Showroom boosts profits at Hartwell

Hartwell Group claims its dealerships using the Integrated Showroom system from Ebbon-Dacs are seeing gross profits rising three times more rapidly than those that are not yet equipped.

Mark Lavery, Hartwell operations director, said: “Our gross profit has increased by 117% year-on-year in dealerships equipped with the system, compared with 41% in those without it yet.”

More than £500,000 has been invested by the Saudi-owned Jameel Group into Ebbon-Dacs' Integrated Showroom system. It links a dealership DMS system and website so dealers can manage sales via both the website and dealer showroom. The system is being tested in parts of the 46-outlet Hartwell Group, which is also owned by Jameel. It allows managers to check progress on sales leads, sales team performance, dealership performance and online marketing campaigns. The system also notifies customers of vehicle servicing requirement and promotional offers.

Ebbon-Dacs' commercial director Mike O'Sullivan said: “The system acts as a multi-channel experience for the customer and the dealership - the system is both the website and the showroom system. This ensures the customer has a common brand experience whether on the web, in the showroom or a combination of the two.”

Hartwell dealerships using the system have experienced increased sales of service plans, warranties and dealer-fit accessories. Transparent pricing has “significantly reduced customer resistance”.

While used car sales fell by 5% during May in dealerships without the system, those using Integrated Showroom enjoyed an increase of 17%.

“Integrated Showroom is the key difference,” said Mr Lavery. “We expect to reduce customer attrition and reduce costs through the improvements it bring to customer relationship management.”

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