The Nissan owned dealer group with 14 standalone dealerships across England has launched a brand new website packed with cutting edge features. Fully e-commerce enabled, it has state of the art tracking built in and also allows for tailored content delivery to all visitors with machine learning and artificial intelligence at its core.
Sara Harris, Director of Business Transformation at West Way, said “We have been working on this site for some time now and are absolutely thrilled with the early results”.
Working with digital agency The Whole Caboodle, West Way have developed a website that can track visitors, identify them by name and change content dynamically to suit each visitor. The site can identify the visitor and uses a complex algorithm that can predict the likely interest of each visitor and tailor content accordingly. Combined with machine learning techniques the site is able to quality score each visitor and identify hot leads, identifying “in market” customers. It then displays this data in a Lead Centre which greatly improves when prospecting.
“We have also been able to offer visitors a blended search of new and used vehicles, which was very important to us, and now we can market all our new stock vehicles to visitors and offer immediate delivery options” added Sara.
The site also offers ‘Build My Deal’ a highly interactive tool which allows customers to tailor in real-time a deal against any vehicle on the site in a way which suits them best. Method of payment, monthly budget and part exchange can all be factored-in and also take into account dealer or manufacturer contributions. Customers can then choose to either save their deal for later consideration, put down a cash reservation or choose to buy online which includes a full finance application. And of course, both click-and-collect and home delivery options are available.
All stages of the transaction are tracked to monitor the effectiveness of the process and data is collected both in The Whole Caboodle’s Lead Centre and also in the West Way DMS. This tight integration between stock, finance and payment along with synchronised data collection on site and DMS, creates a simple and seamless experience for the customer and points the way ahead for automotive retail in the future.
Karl Rahmani, managing director at The Whole Caboodle added “This site will be the benchmark for automotive websites; fully ecommerce focussed, intelligent and a selling tool not just a brochure site. In these difficult trading times with lockdowns, we have already seen many enquiries from dealers looking for a similar approach.”
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