Classifieds business Gumtree Motors is relaunching its website and introducing new packages designed to help franchised dealers stand out in its listings.
The website is currently used mostly by independent dealers however a few AM100 franchised dealers, such as Perrys, use it.
Head of Gumtree Motors Vik Barodia, who had previously worked at Glass’s, said key developments include all advertised vehicles being displayed with a ‘confidence panel’ showing results from a mandatory HPI check, and a ‘eyecatcher’ premium position in the display.
In addition, it is launching an automated call tracking service, with bespoke numbers against every single car advertised, which will send dealers a text message when they’ve missed a call and will also generate data to help them with their stocking and marketing plans.
The re-launch in October includes a new three-tier distinctive pricing structure – Basic, Plus and Premium - which has been created in response to customer feedback, and means Gumtree can now provide dealers of all sizes with tailored listings and advertising solutions, said Barodia.
Up to this point Gumtree had taken a one-size-fits-all approach to classifieds listings.
Barodia said the new packages were developed following a comprehensive study into the market, and reflect the diverse and changing needs of dealerships.
The company believes Gumtree Call Tracking, part of the Plus and Premium packages, at an ad level is a unique solution in market, ensuring that dealers can see which of their ads are generating the best response rather than an aggregated view of all listings - and can see results in a new dashboard.
In addition, Gumtree is introducing missed call notifications (email and SMS) that relate to specific vehicles, so dealers remain connected to their enquiries at all times.
Barodia said: “This is the start of a very exciting chapter for us. It is the culmination of three years of rapid growth and refinement of our trade offering. We’ve been listening to our customers and developing a range of tailored packages that we believe address their varying needs.
“Gumtree Motors is by far the largest private motoring market place in the UK, with an audience that no one else can offer. By providing an unprecedented level of choice, transparency and greater efficiencies, the key features that our customers wanted, we are now in a position to cater to the whole retail market and firmly secure our position as the challenger brand.”
As editor, Tim is responsible for the media content, planning and production of AM's multiple channels (AM print and digital magazines, website, social media and contributing to our events planning). He interviews and writes about as many franchised dealer groups and UK divisions of motor manufacturers as possible, to explore the issues facing UK motor retail and understand what solutions dealers and suppliers are using to overcome these.
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