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Forecourt visits - habits are changing. Are you prepared?

Forecourt visits - habits are changing.  Are you prepared? July 31, 2014 by Mike Henshaw

Recent UK research has shown that speculative or casual forecourt visits have dropped by as much as 41%, with customers doing much of their research for a used vehicle online before deciding to pay you a visit.  That means when they do turn up, customers are much better informed and potentially at a more advanced stage in the buying cycle.
What can you do do to maximise your opportunities in this new consumer journey?

- Make sure that your online presence is mobile and tablet user-friendly; a high percentage of searches now take place on a mobile device.

- Take great care with photography: poor quality images don’t attract clicks.
You need to show good quality images, inside and out, and try to ensure that the background is clean and uncluttered.

- Give your descriptions some thought and really emphasise key features - whether it’s economy, reliability, low mileage...

- Over two thirds of online searches are made between 6 and 9 pm.  Could you  respond to this by having measures in place to answer enquiries after 6pm, or even consider staying open late one evening per week?

- And when they do make it to the forecourt - first impressions count!  
So make sure you present your forecourt stock in the most attractive way for the prospective car buyer.  We’ve got lots of hints and tips on stock display and preparation and marketing in our online resources library - check it out!

 

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