“We are absolutely planning to run trials and start doing that next year. This is what consumers want,” said Director of Commercial Products Karolina Edwards-Smajda.
“It is definitely an aspiration. It will be small steps, we have a lot to learn and we want to work with retailers,” she said.
Auto Trader Data and Insight Director Richard Walker said the dealer websites now play a less important role than in the past for consumers when it comes to car sales.
“In terms of the buying process I do not think the dealer website plays a hugely significant role from a consumer’s perspective.
“If consumers can find everything they need on a platform, be it ours and or anyone else’s, if they can transact through that platform I am pretty convinced that is what they would do.”
Walker said independent dealers regard their website differently than franchised dealers and supermarkets when it comes to response.
“If you speak to independents they are not bothered where the response comes from. If you speak to the large dealer groups, obviously they can put more tailored proposition on their sites. Some of them had finance before we had finance capability on our site,” he said.
“They can tailor deals around specific vehicles whereas we are tailoring things for all the stock on our site. But fundamentally it is a brand image thing as well. Some of the supermarkets we talk to retain customers and add long term value.”
“We have seen over the past three to four years the changing dynamics on what an advert consumers click on."
Read more here
Join us February 26-27 for the Property Portal Watch Conference Bangkok 2020.