IAB – Engage for Automotive Jason Biffin Director of e-commerce Jonathan Williams Head of marketing Our Vision: “To be the UK’s leading marketplace for buyers and sellers of motor vehicles and related products and services.”
Auto Trader have the largest Automotive Website 7million unique users – 70million vehicle searches Consumers • We have over 450,000 new and used cars for sale • A broad audience with over 2million females • 59% Year On Year traffic growth for the past 6 years • Also test drive a few new cars as well… We are here today because we support both Consumers & Trade
Auto Trader have the largest number of cars on-line With over 450,000 new and used cars for sale Online – Share of Number of Cars on Site
Auto Trader have the largest Automotive Website 7million unique users – 70million vehicle searches We help the trade to develop and grow their businesses Trade • 9,000 independent and franchised dealers • Leading dealer groups and manufacturers • Design and host 4,500 dealer websites • 30 years experience putting buyers in touch with sellers.
Auto Trader supports the Industry Offering a full suite of services to consumers and trade
7million unique users – 70million vehicle searches What are we covering today? • How Auto Trader is embracing online • And the rest of the market • Conclusions.
Why Auto Trader is embracing online Auto Trader operates a multi-channel approach Drivers • Customer demand…… • Bigger audience • Wider demographic • Insight • Accountability • Make some money. • DTV, mobile & online
Gambler Confident Optimist Cautious Cynic Anxious ‘Virgin’ • can buy/sell often • can be exploitative • quasi-trade • likes buying and selling • likes negotiating • does not enjoy selling/ buying • fear of being ripped off • wants honesty/ transparency • highly nervous • no car knowledge • needs hand-holding all the way With 7million unique users – 70million vehicle searches Understanding customer needs is key Confident Not Confident CAR KNOWLEDGE Source: HPI Research, April 2006
The Online consumer differs from offline Online offers more and can deliver now Buying Stages Relevant functionality Researching a car All channels Car Valuation Price Comparator Car Ratings User Reviews Exper Reviews/road Tests Automotive news Forum/Discussion Board Searching and locating the vehicle Dealer Stock Lists Dealer Locator/route Planner Negotiable price listings Fixed price listings Auction listings Save Searches/Ads Email Alerts Wanted listings Email to a friend SMS Services One-stop services Insurance Vehicle History Check Breakdown Cover Finance/Loans Personalised Number Plates
. Vehicle Buying: The best vehicle search in the business More interrogative and more granular Consolidating our classified search Facilitative buyer:seller dialogue • Nov 2007 • MMAOexploring… • Instant messaging • VOIP • October 2007 • Additional parameters (Colour, bodystyle, fuel type transmission). • Scaleable, improved layout • March 2007 • New search technology • Granular search criteria • Dynamic search fields New Search formats Vehicle comparator • Oct TM, Dec AT • New Cars comparator- Increase rev shares - PPC model - Extend brand proposition
Summary Consumer Strategy building blocks • The Trusted Authority • - Recognised, respected brand heritage • -The largest community of vehicle buyers & sellers • Champion for safe trading • Entertaining, informative & engaging • News • Interaction • Functional, compelling design Comprehensive tools for buyers & sellers -Value driven, convenient advertising options -Great deals on motoring ancillary services -Authoritative buying & selling advice -Functional vehicle research tools • Best search in the business • Unrivalled coverage • More interrogative
Cross Media enhances any sales proposition Our Renault campaign generated 30,000 responses Proposal focuses on promoting a 2 month competition “Win a Renault”, where Renault supply a car and use both the Auto Trader website & magazine to generate entrants.
And the rest of the Market? Continually develop their propositions to attract customers
Overview Vehicle sales will remain static over the next 4 years Derived from national car registrations database, data JD Power LMC
Features of the National Market Demand outweighs supply in 6,5,4 & 3 year old cars
Propensity to Purchase Based on this visit – would you search & BUY from this site Jaguar are top with 78% saying they would buy or search their site 95% of people say they would definitely or maybe buy from 25% of these sites 20% of people would not buy from 40% of these sites Source: eDigitalResearch site surveys April/May 2006
Recommendation Based on this visit – would you recommend this site? Jaguar, BMW & Alpha Romeo come out on top with > 90% recommending their sites At least 10% of people are not willing to recommend 75% of these sites Source: eDigitalResearch site surveys April/May 2006
Conclusions It’s all about multi channel experiences, not just online • Jaguar are investing heavily in their online presence • Most brands are embracing online, plenty still to do • Delivering what the consumer wants through the channel they want • Usability, accessibility and customer service are key to success • Adopt a multi channel approach with brand integration • Accountability.