Peter Vardy Limited has seen record numbers of consumers visiting its website after a series of digital developments has changed the experience of searching for a car online.
Year-on-year web visit figures are up by 128%, reaching nearly 11,400 potential buyers a day. Due to recent digital developments, customers can now access detailed, high quality photography and personalised videos of more than 1,700 cars.
Euan A Cameron (pictured), digital marketing manager at Peter Vardy, said: "The surge in online interest has been driven by Peter Vardy's continual optimisation efforts, and a recognition of the fact that the online experience is every bit as important as their award-winning* showroom sales journey."
The AM100 group appointed dedicated digital marketing executives to each site who look after dealership-specific social media pages and stock feeds.
Now nine-strong, the DME team has been instrumental in building an online personality for the group, attracting 15,213 Facebook likes, more than 7,000 Twitter followers and more than 6,000 Instagram followers.
"This digital effort gives us a huge amount of online traction. Each Facebook user has an average of 200 friends, so with more than 15,000 likes, we are in contact with close to three million people," said Cameron.
"The same multiples apply to Twitter and Instagram and other social media outlets which are being continually explored by our DME team."
The digital marketing team is responsible for managing the information displayed about each of Peter Vardy’s used cars on petervardy.com, and on sites such as Auto Trader. Team members are instrumental in providing online customers with the facts they need to transition from browser to buyer.