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IAB – Engage for Automotive Jason Biffin Director of e-commerce Jonathan Williams Head of marketing Our Vision: “To be the UK’s leading marketplace for buyers and sellers of motor vehicles and related products and services.” Auto Trader have the largest Automotive Website

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IAB – Engage for Automotive

Jason Biffin

Director of e-commerce

Jonathan Williams

Head of marketing

Our Vision: “To be the UK’s leading marketplace for buyers and sellers of

motor vehicles and related products and services.”


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Auto Trader have the largest Automotive Website

7million unique users – 70million vehicle searches

Consumers

  • We have over 450,000 new and used cars for sale

  • A broad audience with over 2million females

  • 59% Year On Year traffic growth for the past 6 years

  • Also test drive a few new cars as well…

We are here today because we support both Consumers & Trade


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Auto Trader have the largest number of cars on-line

With over 450,000 new and used cars for sale

Online – Share of Number of Cars on Site


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Auto Trader have the largest Automotive Website

7million unique users – 70million vehicle searches

We help the trade to develop and grow their businesses

Trade

  • 9,000 independent and franchised dealers

  • Leading dealer groups and manufacturers

  • Design and host 4,500 dealer websites

  • 30 years experience putting buyers in touch with sellers.


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Auto Trader supports the Industry

Offering a full suite of services to consumers and trade


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7million unique users – 70million vehicle searches

What are we covering today?

  • How Auto Trader is embracing online

  • And the rest of the market

  • Conclusions.


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Why Auto Trader is embracing online

Auto Trader operates a multi-channel approach

Drivers

  • Customer demand……

  • Bigger audience

  • Wider demographic

  • Insight

  • Accountability

  • Make some money.

  • DTV, mobile & online


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Gambler

Confident

Optimist

Cautious

Cynic

Anxious

‘Virgin’

  • can buy/sell often

  • can be exploitative

  • quasi-trade

  • likes buying and selling

  • likes negotiating

  • does not enjoy selling/ buying

  • fear of being ripped off

  • wants honesty/ transparency

  • highly nervous

  • no car knowledge

  • needs hand-holding all the way

With 7million unique users – 70million vehicle searches

Understanding customer needs is key

Confident

Not

Confident

CAR KNOWLEDGE

Source: HPI Research, April 2006


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The Online consumer differs from offline

Online offers more and can deliver now

Buying Stages

Relevant functionality

Researching a car

All channels

Car Valuation

Price Comparator

Car Ratings

User Reviews

Exper Reviews/road Tests

Automotive news

Forum/Discussion Board

Searching and

locating the vehicle

Dealer Stock Lists

Dealer Locator/route Planner

Negotiable price listings

Fixed price listings

Auction listings

Save Searches/Ads

Email Alerts

Wanted listings

Email to a friend

SMS Services

One-stop services

Insurance

Vehicle History Check

Breakdown Cover

Finance/Loans

Personalised Number Plates


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.

Vehicle Buying: The best vehicle search in the business

More interrogative and more granular

Consolidating our classified search

Facilitative buyer:seller dialogue

  • Nov 2007

  • MMAOexploring…

  • Instant messaging

  • VOIP

  • October 2007

  • Additional parameters (Colour, bodystyle, fuel type transmission).

  • Scaleable, improved layout

  • March 2007

  • New search technology

  • Granular search criteria

  • Dynamic search fields

New Search formats

Vehicle comparator

  • Oct TM, Dec AT

  • New Cars comparator- Increase rev shares

    - PPC model

    - Extend brand proposition


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Summary

Consumer Strategy building blocks

  • The Trusted Authority

  • - Recognised, respected brand heritage

  • -The largest community of vehicle buyers & sellers

  • Champion for safe trading

  • Entertaining, informative & engaging

  • News

  • Interaction

  • Functional, compelling design

Comprehensive tools for buyers & sellers

-Value driven, convenient advertising options

-Great deals on motoring ancillary services

-Authoritative buying & selling advice

-Functional vehicle research tools

  • Best search in the business

  • Unrivalled coverage

  • More interrogative


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Cross Media enhances any sales proposition

Our Renault campaign generated 30,000 responses

Proposal focuses on promoting a 2 month competition “Win a Renault”, where Renault supply a car and use both the Auto Trader website & magazine to generate entrants.


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And the rest of the Market?

Continually develop their propositions to attract customers


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Overview

Vehicle sales will remain static over the next 4 years

Derived from national car registrations database, data JD Power LMC


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Features of the National Market

Demand outweighs supply in 6,5,4 & 3 year old cars


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Propensity to Purchase

Based on this visit – would you search & BUY from this site

Jaguar are top with 78% saying they would buy or search their site

95% of people say they would definitely or maybe buy from 25% of these sites

20% of people would not buy from 40% of these sites

Source: eDigitalResearch site surveys April/May 2006


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Recommendation

Based on this visit – would you recommend this site?

Jaguar, BMW & Alpha Romeo come out on top with > 90% recommending their sites

At least 10% of people are not willing to recommend 75% of these sites

Source: eDigitalResearch site surveys April/May 2006


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Conclusions

It’s all about multi channel experiences, not just online

  • Jaguar are investing heavily in their online presence

  • Most brands are embracing online, plenty still to do

  • Delivering what the consumer wants through the channel they want

  • Usability, accessibility and customer service are key to success

  • Adopt a multi channel approach with brand integration

  • Accountability.



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