At the same time, many of these tools are generating a significant increase in leads to the dealership, opening the door to discussions about vehicle trade-ins, finance, and sales that might not have otherwise occurred.

Leading automotive technology and marketing agency, AdTorque Edge, is seeing a significant

uptake in its dealer website tool offerings as dealers seek alternative means for engaging and transacting with customers during lockdowns.

AdTorque Edge managing director, Gavin Cox, told GoAutoNews Premium that adding web tools that encourage engagement with dealerships through their websites was important because online interest in buying cars was almost as high as ever but uncertainty about how to interact with a dealer during lockdowns was preventing customers from making contact.

“Overall across our network of dealer websites we have noticed that total website traffic in lockdown has only reduced by around 10 per cent but enquiry through these sites during lockdown has reduced by almost 40 per cent,” he said.

“From speaking to dealers and customers purchasing cars there is uncertainty about how the process works and how they go about purchasing a car whilst in lockdown. This is why there has been such a decline in enquiry. 

“Customers are unsure if submitting a web enquiry is the best way to approach the dealership.”

Mr Cox said his company’s online tools covering trade-in valuations, credit scores and finance apps allow the customers to receive back information they want to receive while online.

“This entices them to submit their details because they want to know what their car is worth and what credit score they will receive. When these tools are online it helps the customer start the sale process whilst automatically getting the information they need immediately,” he added.

“Once submitted the dealers then can engage with the customer and advise on how they can still do business with the dealership in a COVID-friendly way and help complete the buying experience with click & collect, for example.

“Another benefit of these tools is the dealer can start talking to the customer about their trade-in and finance earlier in the sale process which helps the dealer obtain both the trade and finance business rather than have a customer turn up to the dealership having already sold their car privately and organised finance.

Gavin Cox

“This makes the deal much better for the dealer and, although they are not selling the numbers they would like in lockdown, it makes the ones they do sell more profitable and helps fill the yard with used vehicles.

“Once dealers have these tools enabled on their website, they are well on the way to having a full ecommerce solution for their customers.

“We are working with them to almost fully digitise their customer buying process: from trading in their vehicle and arranging finance, through to putting down a deposit, and then booking and checking in for service.

“The eCommerce puzzle pieces are all finally coming together at a time when the automotive industry needs it most.”

Meanwhile, AdTorque Edge says that its online valuation tool was generating between 60 and 80 trade-in enquiries per month and on average, dealerships are buying 15 to 20 percent of these cars.

Similarly its Credit Score Tool is generating 15 to 25 enquiries each month and dealers are selling to 40 per cent of those customers. Those with the Finance Application Tool are receiving four to eight forms per month and are selling up to 50 per cent of those. 

AdTorque Edge’s smartphone option for checking in for service is seeing 57 per cent  of customers taking up the check-in option and 18 per cent of those who checked-in, upsold themselves with the additional products listed on the form.

Details of AdTorque Edge’s web tools include:

Trade-In Valuation Tool

Available via a pop out menu on the homepage, the Trade-In Valuation Tool means visitors to the dealer’s website can obtain a valuation on their existing vehicle. 

Powered by data from Kelly Blue Book, the tool simply requires customers to enter their registration number and returns an accurate valuation range for their vehicle. 

Customers are then offered the option to proceed with a trade-in discussion with the dealership which AdTorque Edge says often subsequently leads to a new vehicle sale.

Mr Cox said: “Dealerships which have introduced this tool on their website have seen a number of benefits, including an increase in trade-in leads and used vehicle stock levels, as well as the flow on effect of new vehicle sales. They are getting between 60 and 80 trade-in enquiries per month.

“On average, dealerships are buying 15 to 20 percent of these cars, so are seeing their inventory levels increase. Furthermore, they are selling six to nine new cars per month off the back of the enquiries that are coming through this tool.

“We have found that when dealers give these leads to their sales team rather than their wholesalers, the results improve dramatically, as the customers are also wanting to speak about their next car. 

“While service enquiries drive the highest number of leads from a dealership’s website, the Trade-In Valuation Tool generally drives the second highest number of leads.”

Credit Score & Finance Application Tools

AdTorque Edge said that many dealers were also “reaping the rewards of adding credit score lookup and finance application forms to their homepage”. 

These new web offerings enable customers to obtain their credit score on-the-spot prior to contacting the dealership. The data supplied by Equifax. 

Customers are then offered the opportunity to complete their finance application online, so that once their vehicle purchase can take place, they are set for a smooth delivery.

The company reports that dealers which have introduced the Credit Score Tool to their website have been receiving 15 to 25 enquiries each month and are selling to 40 per cent of those customers. Those with the Finance Application Tool are receiving four to eight forms per month and are selling to 50 per cent of those. 

Mr Cox said: “In terms of vehicle sales, on average five to eight cars are being sold per month to customers who have used the credit score tool, and two to three are being sold to customers who have lodged a finance application.

“Dealers are having a really high strike rate from these finance enquiries. 

“Generally customers walk into a dealership with finance already sorted, so this is allowing the dealership to start the finance conversation before they even reach the showroom which has significantly helped penetration.”

Service Department Check-In

AdTorque Edge says that in an effort to reduce service department congestion and improve efficiency, many dealers are now offering their customers the option to check-in their vehicle for service using their smartphone.

Service customers are sent a link via SMS which takes them to a step-by-step, contact-less check-in process, instructing them on how to drop off their vehicle and allowing them to select their preferred service manager and list specific areas of concern. Dealers can also include a section for upselling additional services ensuring this revenue stream continues.

Mr Cox said: “The Service Check-In Tool is fully automated, integrating seamlessly with the dealership’s DMS, meaning there is no need for manual activation by the service department.

“Both customers and dealerships are appreciating the convenience and contactless aspects of this new tool. 

“Fifty-seven percent of customers who have been offered the check-in option have taken it up and 18 per cent of those who checked-in upsold themselves with the additional products listed on the form.”

By John Mellor