Motors.co.uk is urging UK dealers to prepare for consumer enquiries this Christmas as car buyers look set to stay online throughout the festive season.
The car search website found its customers were still receiving consumer enquires on Christmas Day last year, as car buyers returned to shopping online once they have opened presents and had their lunch.
Motors.co.uk has made five predictions for this year’s festive season which will encourage dealers to take the right steps to meet consumer demand and prepare for a busy Boxing Day:
- Motors.co.uk forecasts a record response for December and a 20% year-on-year increase in consumer visits thanks to a rise in search engine visibility and improved mobile functionality
- Consumers demand will slow down a day later than usual as December 23rd falls on a Saturday
- Consumer enquires to dealers will be relatively high on Christmas Day, with more than 400 calls and emails sent to Motors.co.uk customers in December 2016
- Online car searches will bounce back from 5pm on Christmas Day as families sit down in front of the television with their tablets and smartphones
- From Boxing Day to New Year’s Eve consumer demand will sharply rise – in 2016 average visits to Motors.co.uk per day were 4% higher during this period than on average per day in November last year
Phill Jones, MD of Motors.co.uk said: “The slow-down in consumer demand in December is inevitable, but should be used to prepare for the resurgence. Car buyers are distracted in the days running up to Christmas, but they quickly return to market. 5pm on Christmas Day is when our traffic begins to grow again, building all the way through to January.
“We urge dealers to be prepared for the ‘Boxing Day Bounce’ by preparing sales campaigns, stock presentation and ensuring the business is ready to handle consumer enquiries.
“At Motors.co.uk we have put processes in place, such as our consumer response tracking platform, The Eye, to ensure dealers can make the most of Christmas Day enquiries. We can track telephone and email enquiries to a dealership, as well as display which of their cars are popular with consumers, giving dealers the ability to prioritise new customers.”