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BCA sets out digital future

Duncan Gray, BCA’s chief information officer

BCA will aim to put digital services at the heart of its future plans after seeing a 25% increase in online sales over the past 12 months.

The company said that it will continue to invest in digital platforms to make it easier for customers to manage vehicles across the automotive supply chain after acknowledging the rise in online activity, with 60% of digital interactions now completed on a smartphone or tablet.

BCA’s web traffic exceeded 500,000 visits in September and online now accounts for over 27% of its sales.

Duncan Gray, BCA’s chief information officer, said: “Data is the thing that enables you to put the power in the pocket of the buyer. We all have less time and if we can make our customers’ lives easier we enable and fuel their business.

“We are working toward our customers managing their relationship with us through a single customer login that is seamless across any device.”

BCA attributes the growth in online sales to the increased quality of imagery and descriptions, which helps the confidence of the buyer.

Gray added: “Longer term, our buyers will benefit from greater personalisation. We can use data to drive a more personalised service, akin to the experience you would get on Amazon. This is a much smarter algorithm led approach.” 

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