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Online experience win for FOW Fords of Winsford at 2022 AM Awards

The 2022 AM Awards winner of Online Consumer Experience of the Year – Independent Dealer – is the used car supermarket group Fords of Winsford, now known as FOW.

FOW launched its new website in Q4 2021, powered by its new partners GForces, through the NetDirector platform – a partnership which allowed the used car supermarket to integrate a full online journey for the customer to purchase a car through.

The website has integrated call to actions (CTAs) for customers to request a personalised video of their new car, organise finance providing the option of a free credit check, ‘value my vehicle’ – performed in three steps and the option to reserve a vehicle for up to 48 hours.

Through FOW’s partnership with Keyloop and GForces, it provides a ‘Click and Collect’ service, with the option to deliver the car to the customer’s door via ‘We Deliver Cars’, with a pricing model that can be integrated within the online order.

The car supermarket has seen an uplift in online transactions from the use of videos on its website and social platforms, designed to inspire customer confidence throughout the decision process. Videos are also embedded within its classified adverts, exclusively to specific models.

During the lockdown periods, FOW’s social media channels contributed to 3,267 total sales over a three-month period when its showroom was closed.

FOW is in the process of expanding its online content to help the customer through their car buying journey, with dedicated landing pages with search engine optimisation (SEO)-centric descriptive content and high-quality videos, scripted, edited and performed by internal members of the team.

Pooling its internal expertise has allowed FOW to become more efficient whilst actively reacting to industry changes. FOW designs, creates, and print all on-location content with video production created and edited internally.

FOW’s marketing team works closely with its sales teams to better understand customer needs and create content relevant to help them through their car buying journey.

The website is under continual development with changes optimised to enhance the customer journey.


Highly commended:

Frosts Cars



  • Angus Mackinnon
  • Ask Motors
  • FOW
  • Frosts Cars
  • MCS Performance
  • Van Sales UK
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