Automart, a car trading platform, has moved to integrate a mobile platform with its site.
Automart's production and marketing manager, Edna de Sousa, believes the mobile and online trader platform allows dealers to operate more efficiently and cut down costs.
"The secret is to anticipate customer needs and evolve accordingly," she says.
According to De Sousa, everything a potential buyer sees on the site is mirrored on mobile, and the mobile user interface is one of the friendliest on the market.
"We want to make it as easy as possible for users to shop for cars online," she adds. De Sousa states the platform's ability to provide its dealers with real-time analytics is also proving invaluable in terms of costs savings.
"Any dealer that makes use of our platform can constantly pull live stats from the site on their own, without having to request it from us," says De Sousa. "This means that he or she can review how many cars has been sold, which make and model sold the best, who his or her customers were, and how many leads approached them over the course of a month, six months or even a year.
Naturally, she adds, this information is not only invaluable when it comes to making more strategic buying decisions in the future - which can cut costs dramatically and avoid over- or under-stocking the showroom floor - but also in terms of identifying buying behaviour and seasonal trends."
Interpreting these patterns and using a digital platform doesn't come naturally to all dealerships, explains De Sousa, which is why all Automart advertisers receive thorough training once they sign on to the platform.
"We don't believe that a customer service and troubleshooting should just live behind a desk - we constantly send dedicated teams to our customers to upskill and train them in order to get the most of the platform. If we notice that a customer isn't using the mobile aspects of our offering optimally, we pay a call and revisit the subject if need be. We invest heavily in CRM to make sure we're not just providing a platform, but actually helping customers make the most of it."
De Sousa explains that Automart moved online because customers required a smarter, faster sales tool.
"The convenience and transparency of the site keep the dealership's customer base returning for more," says De Sousa. "In the end, we are not just providing a dealership with another means to advertise its cars - we are also empowering them with information that they can use to improve the way they buy and sell cars across the board."
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