The Nissan-owned dealer group West Way has launched a brand new website packed with cutting-edge technology.
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.’’
West Way, which operates 14 standalone Nissan dealerships across England, worked with digital agency The Whole Caboodle on the project.
The new site can track visitors, identify them by name and change content dynamically to suit each one.
It can identify the visitor and uses a complex algorithm that can predict the likely interest of each person and tailor content accordingly.
Combined with machine learning techniques, the site is able to quality score each visitor and single out hot leads, identifying “in market” customers. It then displays this data in a Lead Centre which helps enormously 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 dealer or manufacturer contributions are also taken into account.
Customers can then choose to either save their deal for later consideration, put down a cash reservation or 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 West Way’s DMS.
This tight integration between stock, finance and payment along with synchronised data collection on site and in the DMS, creates a simple and seamless experience for the customer and points the way ahead for automotive retail.
Karl Rahmani, Managing Director at The Whole Caboodle, said: “This site will be the benchmark for automotive websites – fully e-commerce 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.”