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Auto Trader targets franchised dealers with package offer

Auto Trader is promising dealers fairer pricing through its new package offer.

It says Package Builder is a new flexible business approach that it introduces changes to simplify operating processes with a fairer approach to pricing and provides better response.

The launch of Package Builder follows months of research by Auto Trader to get a much better understanding of the needs of its franchise and dealer group customers helping generate more response, better lead conversion and more profit.

The results of a trial of over 300 franchise dealers proved that Package Builder successfully generated much better response through more cost effective digital marketing.

One group involved in the trial was Ridgeway Group. Philip Deacon, its group communications manager, said: “It has worked really well for our group - giving us stock flexibility across multiple platforms and live chat.

"The results are really encouraging. Telephone calls are up 14%, live chat is up a massive 117%, and emails are up by 10%. Package Builder is really tailored towards the needs of our business, and is delivering the results and return on investment, so it makes great financial sense.”

Sharon Randall, UK sales director franchise, Trader Media Group, (pictured) added: “We’ve made great efforts in the past few months to better understand the needs of our franchise and dealer group customers.

"Dealers told us that we needed to change, become easier to work with, provide better response and adopt a fairer approach to pricing. We’ve listened, and the introduction of Package Builder is a major step in addressing dealers’ needs.

"It has been developed to enable us to work in partnership with our dealer customers and to ensure the process is more transparent. The trial period has clearly demonstrated its benefits and flexibility and shown that much better response can be achieved with more cost effective and efficient digital marketing.”

Recently rival classified motor business Sunday Times Driving, run by News International, launched an optional pay per lead model for advertising on its website.

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