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How dealers are winning in the online revolution

Advertisement feature from carwow

As car buyers increasingly start their purchase journey browsing the internet rather than the forecourt, dealers and manufacturers are racing to turn e-browsers into buyers.

carwow is helping its network of 1500 dealers to make online offers to interested customers quickly and efficiently using their online platform.

Generating thousands of qualified leads every day, carwow has helped bring £1.6billion of sales of new and nearly new cars to dealers since 2013.

Traffic to the site continues to boom as more customers learn about their unique proposition through a year round local and national marketing campaign.

Karen Hilton, head of sales operations at carwow, says: “With four in five UK internet users now shopping online* the public has the expectation that anything and everything can be bought online at the tap of a smartphone screen.”

carwow ensures its website has everything a shopper needs to start their buying journey from the comfort of their sofa. Its YouTube channel has more than 7.5million views and its online guides cover model launches, comparison tables and benefit lists, all delivered in an easy to understand, unbiased format.

The offer delivered on behalf of carwow partner dealers is more than just price - location and customer reviews are also key. Data shows that over half of customers (57%) buy from the carwow dealership that’s closest to them.

Westover Group, one of the largest privately-owned motoring groups with 24 showrooms, in the south of England, added the carwow arm to the business in 2016. It has now become the busiest department at the dealership. Originally receiving only one or two enquiries a day, it now handles around 30 a day, compared to the general forecourt sales team that meets approx 60 people in total per franchise a week.

Kian James, who runs the Westover Group carwow department, said: “We recognised that the way people shop has changed dramatically over the past decade and that we as a business needed to adapt. The results since taking the business online through carwow has echoed this, not only with the large amount of enquiries the dealership receives but also our ability to hit sales targets.

For more information, please speak to Jag Atwal at dealers@carwow.co.uk


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