Launching at the perfect time to help dealers bounce back from COVID-19 restrictions, Autotrader.co.nz have launched their brand new website. Read the full press release below - including a special launch offer for a limited time.
12 months after purchasing the business from Bauer Media, Auto Trader’s new Kiwi owners Richie East and Ross Logue have delivered on their promise to provide a state-of-the-art online experience for buyers and sellers.
“It was important for us not only to include the features our dealers need today but to go above and beyond with tools they will want in the future. We’ll also be adding many more integrations and updates in the coming weeks.” says Ross Logue, Managing Director.
“We are really excited to see our dealers utilise the new features such as videos and 360° photos for virtual tours to boost sales and reach customers in new ways. We have added brand new sections to the site such as our “New Car Showroom”, “Electric & Hybrid” and “Commercial”. All of this is available at no extra cost to our dealers. And for our customers, they can now book test drives and receive valuations on their trade-ins from dealerships all through a simple portal.” continued Mr Logue.
“This is just the beginning of our innovation-lead future at Autotrader.co.nz. We’re excited to continually bring market leading innovations to dealers and Kiwi car buyers.”
The new website soft-launched on the 19th of May with a refreshed logo and brand before a national marketing campaign begins in the weeks and months to follow.
Autotrader.co.nz receives 200,000 unique visitors per month and the new platform has showed very encouraging site statistics so far with time on vehicle page listings doubling immediately.
Auto Trader has been a trusted brand in New Zealand since printing the first edition of the buyer’s guide in 1981. Later in 2005 the first iteration of the website was launched with the mobile site following in 2008. The new website will continue to offer dealers industry leading ROI and trackable results on a new dedicated responsive platform.
When asked about the effect Covid-19 may have on the website and industry, Ross says: “It’s certainly a strange time for the new website to launch, but our lead tracking and analytics have shown the public has been quick to return to their old buying habits at level 3 and 2”.
“Our research shows that buyers are more than ever considering all options when it comes to making a car purchase decision and after extensive analysis, we are confident we have the best buying experience available for Kiwis”
Auto Trader were quick to support all its dealers through the lockdown, offering free advertising in April, 50% off advertising in May, 30% off June, 15% off July, extended payment terms and 50% off upgrade packages.
These discount packages are also available to all Auto Play dealers who are currently not online with Auto Trader. We offer rolling contracts with no long-term commitment required.
AutoPlay can export your data to Autotrader quickly and easily (requires AutoPlay's Data & Web Tool Package). Contact Autotrader on firstname.lastname@example.org to sign up.
At AutoPlay we are always keen to share new initiatives from other companies in the automotive space. This month we wanted to share some information about Driven Shopper Connect and Concierge service. Check out the full press release below.
As New Zealand moves down the various levels of lockdown many businesses are asking themselves how they can hold on to the lessons learned from being forced into new ways of working.
It’s this adaptability which has been on the minds of many as more retail shopping shifts online and businesses now find themselves with the ability to embrace more flexible working. Many have incorporated a suite of new technology tools into business practices and now an enhanced concierge service being offered by DRIVEN.co.nz means dealers can also innovate the way they operate, expanding the number of shoppers they engage with each day and growing sales in the process.
DRIVEN Shopper Connect is an industry leading innovation which brings dealers knowledge and skills to the party and replicates the forecourt conversation in both a virtual sense and at scale.
“Choice is a great thing and at DRIVEN.co.nz we have over 46,000 vehicles currently available for sale. But we also recognise so much choice can be daunting, especially for time-poor car buyers. Over 160,000* Kiwis head to DRIVEN.co.nz every week looking for advice on their car purchases,” says NZME’s Head of Automotive and DRIVEN Natasha Callister.
For these consumers DRIVEN.co.nz Concierge service offers an easy alternative, assisting buyers by capturing a ‘buying brief’ to establish what they are looking for in their next car purchase.
A summary detailing everything from make, model, budget, colour, finance or trade-in requirements, is then made available to dealers who’ve subscribed to DRIVEN’s “Shopper Connect” platform. Dealers receive an email notification and if they have a vehicle on the yard that matches what the buyer is looking for SUCCESS! They can access the Shopper Connect platform to connect with the buyer. Even if a dealer doesn’t have an exact vehicle, they can contact the shopper and initiate a worthwhile discussion, armed with the knowledge of what their buying brief entails, to potentially sell them a comparable vehicle available on the yard.
“Put simply, DRIVEN Shopper Connect matches buyers in the market right now, with the stock dealers have on hand. It enables dealerships to challenge the traditional model of a showroom or forecourt where every vehicle must be on display. Instead consumers are more open to 360 video viewings and enjoy the convenience of test drives being delivered to their home or work. The opportunity to reduce overheads is there,” said Callister.
“The DRIVEN Shopper Connect initiative is another product from our continuous improvement focus to ensure we grow connections between consumers and our valued commercial partners,” said Callister.
*Nielson online ratings April 2020
For further information please contact:
Cliff Joiner, GM Communications
New Zealand Media and Entertainment
For enquiries on how to access the platform:
Deon Van Elst, Senior Media Specialist
New Zealand Media and Entertainment
+64 27 201 1504, email@example.com
For the last few months we’ve been heavily affected by the COVID-19 shutdown. With lead volumes dropping to a fraction of normal rates we made the decision to take a break from our monthly publication of Lead Source stats for the NZ market.
At the time of writing this article it is now the end of May. Although Lead, Test Drive, Appraisal and Sales volumes are still below what they were in pre-COVID-19 times, we have seen a strong rebound of activity in the last 2 weeks of March to almost pre COVID-19 levels.
April 2020 was completely dead as dealerships were shut down during the Level 4 restrictions. Similarly, the first few weeks of April there was very little activity, with the real activity only commencing on the 28th of April – the first day of Level 3 restrictions. This flurry of activity continued throughout May as dealers found a way to generate leads. As NZ moved into Level 2 on the 14th of March we’ve found Test Drives and Sales have steadily grown.
Overall compared to April the contrast is staggering. Whilst at Level 4 there was almost no activity except limited website leads, May 2020 saw a 285.8% increase in the volume of Leads from the previous month – whilst Test Drives increased by 829.3% and Sales increased by 235.6%.
The top 3 sources of leads was unsurprising as the typical lead sources remained strong and online sources rebounded more quickly. The most common source of leads in May 2020 was ‘Web – Classified’ with 152.1% more leads generated than in April. ‘Web – Dealer’ was the second most common source of leads – increasing by 221.1%. Leads generated by the ‘Brand’ OEM group represented the third most common source of leads in May and increased by 893.8% as Brand Groups lurched back into life.
Test Drives were logically the most impacted by Level 3 & 4 shutdowns as evidenced by the massive increase in Test Drive volume as soon as dealers were able to safely do so. As with Leads, online sources remained strong as dealers converted some of those to Test Drives as soon as they were able. Test Drives from ‘Web – Dealer’ sources increased 664.2% whilst Test Drives from ‘Web – Classified’ sources like Trade Me, Driven and Autotrader increased by 756.3%. Test Drives attributed to ‘Direct’ sources were the third most common source of leads with a sizeable increase of 1187.7% from April to May – reflecting more customers potentially walking in without previously enquiring in late May as confidence in Level 2 restrictions grow.
During the Level 3 & 4 restrictions we still saw Sales being made as many canny operators were able to record forward orders during the shutdown. The top source for sales remains ‘Web – Classified’ sources with 298.9% more sales attributed to these sources in May than April. ‘Web – Dealer’ sales increased by 359.8% and sales to ‘Repeat’ customers increased by 81.2%.
Make sure to check back next month to see the top sources of leads, test drives and sales in June 2020.
AutoPlay Sales Pipeline is a pre-sales lead management tool designed for dealerships, dealer groups and automakers