Motors.co.uk has launched new functionality that allows car dealers to better communicate their key brand and sales messages to consumers as part of its commitment to help its customers engage with in-market car buyers.
The introduction of Dealer Merchandising builds on advice from Motors.co.uk to dealers about the need to clearly articulate to consumers “why buy from us”, highlighting key sales and customer service points of difference.
The new functionality has been created in consultation with Motors.co.uk customers who emphasised their need for better ways to amplify the online reach of their marketing campaigns.
Dealer Merchandising allows dealers to showcase their latest promotions alongside their classified stock listings on both search results pages (SRPs) and detailed vehicle pages (DVPs).
The inclusion of promotions in SRPs helps retailers’ stock stand-out against competitors’ vehicles and in turn helps the consumer understand why they should buy from that dealer. On DVPs, the consumer is presented with richer information and customised calls-to-action, such as clicking through to the dealer’s own website, linked to the objectives of the promotion.
Other examples used in the trial have included generating finance enquiries, initiating part-exchanges, reserving a vehicle online and entering a competition.
By adding their own branding to these pages, dealers’ listings are visibly differentiated relative to competitors selling similar models, helping them stand out in the fight for buyer attention.
Motors.co.uk Marketing & Business Intelligence Director Dermot Kelleher said: “Car search sites like ours do a great job of helping consumers find the right car, but it’s also important that we help them identify the right retailer. Dealer Merchandising helps dealers push their key messages and offers at a crucial point in the consumer’s consideration process.
“We encourage all of our dealers to regularly challenge themselves to consider why a consumer would want to buy their next car from their dealership. It is important to communicate these messages and promotions across all of their own channels, be that in-store, own website or social channels. Now – through the Dealer Merchandise product – we can help dealers tell that story and promote key showroom messages to an online-savvy audience on Motors.co.uk who may not yet have decided who to buy from.
“In terms of the buyer journey, we believe the customised calls-to-action on the vehicle details page on Motors.co.uk linked to the objectives of the promotion support a stronger and smoother consumer experience from our site, on to a dealer website and ultimately to an in-store purchase.”