AM Online

New sales lead stream trialled

A tool which allows franchised dealers to market their used cars directly to consumers interested in a particular model has been launched by the team behind Parker’s Price Guide.

Dealers are being offered a three-month free trial of the Cars For Sale scheme which, in addition to generating leads for their sales team, is designed to give added value to car-hunters using the Parker’s website, www.parkers.co.uk.

After the trial, dealers will pay 25p per car per week. The scheme includes reporting functions for sales managers to monitor how many leads are being generated.

About 2,000 franchised dealers are using the service, which currently lists 60,000 cars.

Leading AM100 dealer group Lookers was one of the first to sign up for the free trial. Tina Ashurst, its internet marketing manager, believes the scheme reinforces to customers the benefits of buying a car from a franchised dealership.

“The Parker’s Cars for Sale platform is realistically priced, making it excellent value for money. Overall, Lookers is confident Parker’s users are car buyers and this is a great opportunity to interact with them,” says Ashurst.

Until recently, Parker’s users could access reviews of cars and find out guide prices for the franchised dealer, independent retailer, private and trade sectors, but would then have to search on another website to find cars for sale.

Now, any time a consumer accesses a car review or price guide, it tells them how many of that particular model are listed in the Cars For Sale section.

Clicking the link sends the user to that section, where they can click on each individual car for its specification and the email address and contact number of the selling dealer.

Another facility allows users to see which optional extras add value to the car.

Joe Austin, Parker’s project director, says this service will only be offered to franchised dealers. “Research into Parker’s users has shown that most want the security of buying a used or nearly new car through a vehicle manufacturer’s approved scheme,” he says.

“Based on the initial results, we expect more than four million unique visitors to use our service every year. It’s great to see that by linking our pricing and review pages to quality stock we’re satisfying the needs of our users.

“For the Parker’s user, peace of mind is paramount and we are  happy to promote the benefits of buying through an approved used programme.”

The Parker’s Cars For Sale service will be marketed through automotive publications such as Car magazine and the Daily Mirror’s motoring website. It is also promoted via the internet search engines and is integral to parkers.co.uk.

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