BIRCHWOOD Motor Group has embraced e-commerce after recognising its potential from the web, live chat, and social media activity.
The South East based retailer has identified a growing consumer trend that showed customers were partaking in longer and more productive interactions outside of showroom hours and on digital platforms.
By creating a relaxed buying environment online that incorporates these digital touchpoints, these customers now have the option of completing a purchase directly through the website.
Birchwood believes that it is important to provide a genuinely tried and tested offering for online vehicle sales.
To date, Birchwood has pioneered many digital trends – being a very early adopter of live chat for instance.
The NetDirector Auto-e platform from GForces that has seen widespread success, was chosen to deliver the new service.
Paula Kemp, Marketing and IT Director, at Birchwood said: “Ultimately, what we’ve set out to do is give our customers the flexibility and control to buy their vehicle however they prefer, be it online or at the dealership.”
The end-to-end solution enables Birchwood customers to choose between reserving a vehicle online, buying it outright, or through finance, launched at the beginning of December.
Kemp added: “We wanted to challenge the retail concept as it is. There are many different types of customers, each with their own unique needs and desires as to how they prefer to purchase, and we want to accommodate them all.
“By making more ways of buying a car available, we’ll be able to ensure that we can service more of our customers in the way that suits them best, including online.
“The days of expecting customers to do all the legwork are over – the journey needs to be about flexibility and convenience for them.”
She added: “We see a wide range of demographics and our online offering is about opening up our business to as many people as possible. We all have busy lives, and we want to give our customers the control back in their buying journey, taking each step when they want, from where they want.”
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