Rapid adoption of buy online services as retailers respond to digital retailing demand
According to the latest data from Auto Trader, following the recent launch of its Buy Online hub, there has been a huge uptake in retailers promoting their buy online services, as the industry looks to meet the growing consumer demand for digital retailing. In just one week, over 7,000 retailers have already listed their stock as available to buy via Click & Collect and / or Home Delivery.
Circa 350,000 vehicles are available to buy through these channels, representing over 70% of all stock currently advertised on Auto Trader, making it the UK’s largest collection of cars available through buy online services.
Designed to help consumers find and buy their next car, the hub features brand new functionality including a ‘buy now’ button enabling car buyers to search the hundreds of thousands of vehicles that can be bought either by click & collect or with home delivery from the safety and comfort of their own home.
To promote the hub and to drive awareness among consumers on how they can continue to buy online despite the tightening restrictions, Auto Trader launched an integrated marketing campaign targeting active in-market buyers. In just over a week, the campaign has reached over two million unique Auto Trader users and recorded over 7 million impressions of its video creatives across social media, apps, CRM, and the Auto Trader platform. The campaign is set to reach a further five million households through promotion on Sky VoD.
Karolina Edwards-Smajda, Auto Trader’s Commercial Product Director, said: “The speed at which retailers have adapted to offer buy online options has been incredibly impressive and testament to retailers’ ability and commitment to adapt to the rapidly changing market. Our data shows that the latest restrictions have had very limited impact on consumer buying intent. And whilst thousands of retailers in England have had to temporarily close their forecourts, we’re confident our new Buy Online hub will enable them to meet this demand and continue selling cars.”