AM Online

Car dealer Perrys to outline at AM event how its award winning digital strategy will progress from being ‘average’

Perrys Motor Group’s digital manager Lee Manning is to tell dealers how its website has so far only made the transition from ‘poor’ to simply ‘average’, despite winning a haul of awards for its digital strategy.

Perrys won Best Social Media Campaign and Best Use of Television and/or Video, a new category for 2015, which led to AM judges also awarding the group Digital Initiative of the Year.

Manning’s assessment is a reflection of the target the group has set themselves to create the optimum online consumer experience. He will share the group’s vision at the AM Digital Dealer Conference at Silverstone on September 15.

Manning (pictured at the 2015 AM Awards), who heads up the group’s digital strategy which resulted in the impressive wins, is probably also its harshest critic.

When he speaks at AM’s conference he will explain how the group’s website and digital communications have been transformed as well as the group’s goals for the future.

Manning said: “Two years ago we revaluated our website and came to the conclusion that whilst it was on a par with many other automotive retailers it was actually a ‘me too’ website, and for consumers conversant with the highly sophisticated yet easy-to-navigate websites of High Street retailers, it was actually poor.

“We set ourselves the task of improving our digital presence and focused on the way we communicate with our customers.

“We established an in-house team and worked collaboratively with Denison Automotive to create a website which was user-friendly, informative, authoritative and engaging.

“Alongside this, we developed our social presence, particularly on YouTube, and by dovetailing all our digital strands as well as sharing our assets across all platforms, we created a digital presence which won us the AM awards, of which we are justly proud.

“However, as retailers we have to understand consumer online behaviour and benchmark ourselves against the best of retail and not just our own sector as well as evolve our website by grasping the nuances of our own visitors.

“By so doing, we can move our digital presence way beyond reasonable to something very special.”

Manning will outline some of the steps undertaken, the reasons for pursuing certain courses of action, explain the way digital is changing and how Perrys will respond.

For example, the group was quick to recognise the importance of video and its YouTube videos provide product information and ‘how to’ guides presented by their own highly informed staff shot by its own production company.

Perrys uploads about four videos a month to YouTube and has so far created more than 200 high-definition videos, which have attracted 2,004,116 views and 3,163,175 of watched minutes.

With a combined audience of just over 100,000 across 25 Facebook channels, Perrys has the largest Facebook audience of any dealer and its main Facebook page has generated over 62,000 genuine ‘likes’.

In addition, the group manages 25 Twitter and 49 Foursquare pages/profiles, one Google+ page, a Pinterest channel and, of course, its own YouTube channel with an emphasis on user-focused videos, including reviews and buyer’s guides.

Tickets are only available to dealers and vehicle manufacturers. To book, please contact Emma-Louise Kinnaird on 01733 395133, email or visit

Suppliers wishing to exhibit please email or call 01733 366467.

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