Chorley Group's new Digital Response Team has completed 75% of all its sales at times traditionally considered 'outside of office hours' after introducing late-night car buying to meet the changing needs of its customers.
The Lancashire-based car retail group, which has dealerships in Chorley, Burnley, Blackpool, Preston and Wigan, has seen its used car rise by almost 30% year on year since the start of 2018 and claims that a new digital strategy lies at the heart of its success.
Chorley Group’s new service makes it easier for customers to choose and buy their car online, thanks to a dedicated Digital Response Team who aim to answer customer enquiries on all social media channels, email and the company’s website within three minutes.
The service operates until 11pm seven days a week and allows customers to ask questions, arrange test drives and buy or reserve their vehicle online directly through the Chorley Group website.
The group said that 75% of the Digital Response Team's sales have taken place outside of normal office hours. The first sale completed via the new team was concluded at 10:30pm.
Adam Turner, Chorley Group’s sales and marketing director, said: “The way people buy cars is changing and providing a rapid online response to queries at a time that’s convenient to potential buyers is clearly what our clients want. We are selling to people all over the country and the process is working really well.
“We are one of the first dealer groups to incorporate a fully capable online sales portal into our digital journey and we are delighted with how well it has been received, with our first quarter results showing considerable year on year growth.
“It’s a clear demonstration of our continued investment in our team, infrastructure and our desire to stay ahead of the curve with digital initiatives.”
Chorley Group currently operates Fiat, Hyundai, Kia, MG and Nissan franchises.
In its last full-year financial results, the group recorded revenues of £134.5 million and profit before tax of £781,000.