Leading British auto vertical Auto Trader is giving dealers an opportunity to add customized ‘store fronts’ to their listings on Auto Trader. Starting next month, dealers can host vehicles on a branded site that mimics a traditional dealership.

The move aims to make customers more comfortable with digital sales. It’s also meant to encourage brand loyalty, which according to a new survey from Auto Trader, 90% of buyers believe is essential when selecting a car.

The initiative, called Retailer Stores, has already been tested by some of Auto Trader’s retailers who have given feedback through surveys and in-depth interviews.

The store fronts will allow dealers to advertise specific details of their business, including Covid safety features, delivery and click and collect options, stock availability, industry awards, accreditation and reviews. Dealers will be able to publish images and video content to promote vehicles.

“We designed and created this new functionality in response to requests from our retailer partners who wanted help in driving engagement in their brand and stock,” said Auto Trader’s director of commercial products, Karolina Edwards-Smajda.

“This new fully customizable digital forecourt experience will help retailers stand out from their competitors, and ultimately help turn searches into sales by enabling them to attract, engage and convert buyers.”

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