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Mazda to roll out digital initiatives across UK network

Mazda is introducing new digital initiatives across its dealer network at the start of next year including new websites that are mobile friendly and trialling Apple iPads for all sales staff.

Mazda UK marketing director Claire Andrews will be taking charge of the changes to the Mazda retail experience to bring it in-line with “modern car buying behaviour”.

Andrews said most customers do their research online before setting foot inside a dealer showroom, but she believes the wider automotive retail industry’s approach doesn’t always reflect this.

She said: “About one in five customers use a mobile phone when in the showroom to check prices - whether they are buying an accessory or a used car.

"More importantly, one in three searches on a smart phone are local, so the significance of dealer mobile sites has never been stronger, particularly as this trend continues to grow.”

Andrews wants a pilot scheme to test the idea of introducing iPads into the sales process because it will put the sales team “much closer to customers”.

Andrews said: “Instead of sitting behind a desk, swivelling the screen occasionally, they can move around the dealership next to the customer showing them used car stock if it's not on display and even upcoming models.

"I really want to put customers at the heart of what we do."

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