Car firm’s investment drives better online experience

Yorkshire car retailer JCT600 is once again leading the motor industry with the launch of an innovative, responsive website designed to enhance the customer experience, regardless of the browsing device being used.

JCT600’s brand new website represents a six figure investment for the company and has taken 18 months to develop.  It is believed to be the only motor retailer website built around keyword search, enabling customers to quickly shortlist vehicles of interest.  It also includes full technical specification and economy figures as well as a finance calculator and application form.  In addition, customers can book servicing and repairs via the website, obtain a part exchange valuation, watch JCT600’s latest videos about products and services as well as chatting online to advisers who are available until 10pm Monday to Friday.

Work on the new website started after a six month research programme which included dealership surveys with customers as well as industry insight and extensive input from colleagues.  Manchester-based Code Computerlove conducted the research, delivering the findings into a completely new design before JCT600 turned to car dealer digital marketing agency BlueSky Interactive to develop the site.

“The motor industry has been slower than some sectors to realise the potential of the internet as a way of communicating with customers,” explains Charlotte Murray, head of digital for JCT600.  “Having led the digital marketing team at JCT600 for the last seven years, we have always been focussed on using this platform as another way of improving the shopping and ownership experience for our customers and have taken inspiration from some of the most dynamic players in the retail industry.

“Since the last re-launch of our website in 2010, we have seen a phenomenal growth in online visits, increasing by over 900% to its current level of over 150,000 unique visitors to our website every month.  A key part of this success has been our ability to maximise the trend towards mobile search with the addition of a mobile specific website back in 2012 in response to customers’ increasing use of smartphones while on the move – the level of visits to our site via mobile and tablet devices has increased from 23% three years ago to 57% today.  Our new website uses the latest technology to ensure the best possible customer experience from any type of device.

“As well as a modern and dynamic look, the new website gives speedy access and easy navigation, so that today’s sophisticated customers have a wealth of information at their fingertips.  We want it to be a ‘go to’ website, a trusted destination that lives up to the JCT600 brand, giving car owners everything they need from the most economical car for them to the latest tips and advice.”

John Tordoff, chief executive of JCT600, added: “In addition to continuing our ongoing improvement programme throughout our 50 physical dealerships, we also recognise the ever-increasing importance of the internet to our customers, many of whom carry out extensive online research before they buy.  Our ability to combine the latest technology to make their purchasing decision easier, as well as the security of a known and trusted brand, together with personal service from our excellent team, is proving a winning formula.”

JCT600 is a family business with a history of over 60 years.  It has 50 dealerships throughout Yorkshire, Derbyshire, Lincolnshire, Nottinghamshire and the North East and sells 18 of the world’s most respected brands such as Aston Martin, Audi, Bentley, BMW/MINI, Ferrari, Maserati, Mercedes-Benz, Porsche, Vauxhall and Volkswagen.

Written on 27th July 2015Lillie Geistdorfer. Published in Members News, News