Auto Trader is to run a series of masterclasses designed to support retailers’ digital businesses. 

Chris Penny, Auto Trader brand director, said of the free sessions: “I have talked to lots of retailers and consumers, and seen the difference between what consumers are demanding and what some of the retailers are providing.

“These masterclasses will reveal what the changes in consumer behaviour are and how the increasing pace of change in digital is affecting their expectations when it comes to car purchasing. And importantly, we’ll share some best practice advice aimed at helping retailers win in today’s competitive marketplace.”

The masterclasses will be hosted by a mixture of Auto Trader brand directors and insight managers at a number of venues across the UK, they will demonstrate the best practices that retailers are using and will focus on several key areas:

• How to use data to inform your stock and pricing policies
• Creating a seamless on and off line consumer experience
• The importance of transparency in creating trust for your business and your stock

Penny said: “The team will demonstrate how those progressive retailers, who are leading the way, are using data to guide their business decisions, understand the importance of sourcing desirable stock and pricing to the retail market, as well as how they dispose of overage extra space/stock as needed.

"It’s also a fantastic opportunity to hear about the latest trends and best practices, network with fellow retailers and ask your questions. We’d also encourage our customers to bring their laptops and tablets for a free review of their digital forecourt with our experts.”

One retailer who recently attended a masterclass revealed what he had gained from a previous session is Kevin Edwards, of Wimbledon Specialist Cars.

He said: “The photography side of things was really interesting. We’ve been complaining the past six months about the way we’ve done it, but found the list of tips of how to do it better really useful.

“We’re even thinking of getting a professional photographer in. There was nothing I didn’t like about the day – all of it was very positive, there was nothing that was negative.”

Any Auto Trader customer can sign up for these free masterclasses that are hosted at different venues across the country.

The first of the new masterclasses is on September 22 in Southampton and there are five other dates throughout September, October and November at different locations – with more dates and locations to be announced soon.

> To find out more or to sign up, retailers should visit the Auto Trader masterclass page.