The AM100 dealer group Lookers, which also trades as Charles Hurst and Taggarts, has won the Online Consumer Experience of the Year (Franchised) trophy at the 2022 AM Awards.

Digital now touches every sale that Lookers makes thanks to its online digital strategy and digital transformation programme.

The multi-franchise dealer group has established an online transaction capability, ‘Click and Drive’ and ‘Click and Sell’.

Click and Drive is a fully digital, contactless purchasing experience that allows customers to create finance quotes, reserve vehicles, value vehicles and part-exchange, complete finance applications and purchase a vehicle.

The experience provides customers with the choice of a digital or dealership experience and has delivered significant new and used car sales revenue, Lookers said.

The Click and Sell option allows customers to sell their used car, providing an instant evaluation when a vehicle registration number is inputted.

Lookers has also rolled out new aftersales offerings, providing customers with a new online self-check-in solution that offers new finance integration and payment options and vehicle status tracking.

It has also invested in a nationwide fleet of specialist delivery vans as part of a new enhanced home delivery service for its online shoppers and has delivered website user experience (UX) improvements to its vehicle details page, results page, navigation and search and home page.

Lookers now also provides a contactless sales process that allows contact-free handover to customers via a partnership with Adobe Sign, where ‘digital dealership’ files can be hosted on Microsoft SharePoint and shared with the customer for an e-signature - removing the need for printing.

The process has reduced 16 wet signatures to just three e-signatures and can be audited remotely by quality assurance (QA) teams. The solution has removed the need for third party contracts to transport, store and audit the dealerships sales files, delivering savings.

Lookers re-structured the digital deal files process to more than 150 dealerships using e-signature documentation, online training guides and step-by-step videos for sales agents.

 

Highly commended:

TrustFord

 

Finalists:

  • Lookers
  • Pentagon Motor Group
  • RRG Group
  • T G Holdcroft
  • TrustFord
  • Waylands Automotive

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