AM Online

Website relaunch drives online traffic for Lookers

Leading AM100 dealer group Lookers has seen web enquiries increase 53% since it launched a fresh group website at the start of the year.

In March, its enquiries rose by 95% over the same month in 2010.

The group, which represents 34 marques, wanted a website which made it easier for users to browse through the various brands and dealership locations.

The strategy behind the website, which was built by GForces, was shaped in part by Lookers’ ‘Customers for Life’ policy, a commitment to offering customers the right motoring advice and support throughout their car-owning lives.

“The success of our business has always relied on the satisfaction of our customers and this continues to be the driving force behind Lookers today,” said Peter Gordon, group marketing director at Lookers.

"Deployment of retail marketing spend has moved on considerably in the last few years, and with it the way we engage with customers. Digital has been around for some time but has not been fully embraced by all motor retailers.

"Web technology continues to evolve to meet the expectations of a new generation of ‘online browsers’ and for Lookers, we knew exactly what that evolution must achieve,” added Gordon

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