The winner of the 2023 AM Award for EV Dealership of the Year, FOW Car Supermarket, has adapted its strategy to optimise the sale of electric vehicles (EVs), both digitally and instore.
The business specialises in used vehicles and operates from two locations in the north-west, covering Cheshire and Manchester. In order to understand the barriers to EV ownership, the company implemented a training programme for its sales and product specialist teams and based all content around Google search terms to best optimise the customer digital and in-store experience.
The company identified that an ability to discuss all elements of EV ownership with confidence is key to driving sales and instilling consumer confidence at an early stage.
Its customer service product specialist team can answer both the most commonly asked and complex questions about EV ownership.
Recognising the challenging market conditions, FOW has made a significant effort to promote EV ownership positively. In 2022 it mapped out a strategy for its content creation team to develop EV content using an SEO-centric approach.
Utilising social media to great effect, it has been able to drive sentiment towards EV ownership creatively. It also upskilled all its technicians to level 3 and level 4 master EV qualifications and introduced a new EV multipoint check alongside a comprehensive battery health check.
To complement the buying journey, FOW has also invested in a solar project comprising 339 solar panels alongside a 133% increase in its EV charge points.
A partnership with Go Zero provides customers with access to suitable home charging solutions.
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