Our work behind-the-scenes on all matters digital has helped our clients win a fair few awards over the years, but it’s always hugely gratifying when the shortlist is announced and more of our clients make the cut. Consequently, there were many of us at GForces Towers waiting with bated breath for the shortlist for the AM Awards, which was announced today. Happily, three of our clients – Jardine Motors Group, HR Owen and Tates Motor Group – are up for Best Dealer Website.
So what does it take for a website to be put up for (and hopefully win) a major industry award?
Well, HR Owen, Jardine Motors Group and Tates’ sites are based on our NetDirector platform, meaning they can be updated remotely and rapidly (goodbye downtime). The sites are devised to be scalable and always evolving, allowing the long list of front-end design tweaks and back-end functionality enhancements to be updated and refined – continually. Of course, the point of all this is that the car-buying process is made even easier for the consumer and the selling easier for the retailer.
Jardine Motors Group’s website went live in February 2013 after an extensive scoping, design and implementation exercise. The objective was to provide a destination for its customers to research, buy, run and service their cars through the provision of helpful information and easy access to their dealerships. As with Tates, the digital customer experience provided by Jardine’s website is designed to complement the customer service that visitors to the dealerships experience.
Jardine Motors Group’s site might look simple, but in certain respects it is fiendishly complex. As one of the largest single groups in the UK in terms of the number of franchises – with 23 brands all represented under the Jardine umbrella – each individual has been given its own microsite, featuring unique touch-points which stimulate direct engagement and calls to action.
Tates Motor Group’s website was launched in August 2013. The underlying business objective was to provide customers with outstanding service throughout the business – face-to-face, on the phone, and online. With an extensive range of new cars from five different brands, making the entire car ownership as simple as possible was key, with ready access to as much information as the even most demanding customer could want. Tools like Reevoo and What Car? help provide this exhaustive resource.
HR Owen’s website has visual impact that makes it stand out in the automotive field. Utilising full-screen video and incredible imagery, the site helps to communicate the power and prestige of the brands it represents. Functionality isn’t sacrificed, however, and the site is straightforward to navigate, providing all of the key information a prospective buyer would want to see. The strength of the written content was even picked out by a marketing publication as an example of best practice.
It’s not just customers who want information. Through our NetDirector LeadBeast software, clients are able to track the leads generated via their websites, enabling them to put a value on leads and refine their marketing, edging towards that all important figure: cost per sale.
Any of the HR Owen, Jardine Motors Group and Tates websites would be worthy winners of the Best Dealer Website award. They boast great design, functionality and useful digital tools to successfully engage consumers from initial contact through to aftersales. But then we would say that, wouldn’t we? Pay them a visit (www.hrowen.co.uk, www.jardinemotors.co.uk and www.tatescars.co.uk) and judge for yourself.
The full AM Shortlist can be viewed here.