Chorley Group has begun online sales through GForces’ e-commerce platform NetDirector Auto-e.

The move forms part of a digital transformation strategy at the dealer group, which operates six dealerships across Lancashire and Greater Manchester, following studies showing that 70% of buyers stating they would have considered purchasing online if it had been an option.

Chorley Group’s sales director Adam Turner said: “There is clearly an established market demand for automotive ecommerce. We have always been a future-focused company that wants to embrace digital. GForces’ NetDirector Auto-e platform and the integrated NetDirector Transact solution enables us to do that by offering choice to the buyer.

“When combined with other integrations, such as our fully dedicated live chat, we can now provide a buying experience that flexes to each customer’s unique preferences, even one that includes not visiting the dealership if they wish.”

The system enables a complete end-to-end purchase path, including guaranteed part exchange valuation, reserve online or outright purchase, finance application and instant credit decision. These elements link up with dealership operations to support the various journeys modern consumers choose as part of their path to purchase. 

Chorley has established a dedicated digital response team to monitor and respond to each online purchase and enquiry, with the full expectation that complete online e-commerce will become more common within their business.

“Consumer buying habits aren’t changing, they’ve already changed. They expect a harmony between what they see online and what they experience in a showroom," said GForces’ head of online retail Paul Stokes.

"Retailers who decide to embrace true e-commerce are showing their willingness to evolve alongside the market, and will be rewarded for doing so.

“By removing unwanted sales pressure and creating a simple, online four-step buying journey, we remove all the traditional barriers and pain points of the purchase. GForces already delivers an end-to-end solution, including finance approval, within a dealer’s native web environment, putting the consumer in control and improving trust and ongoing engagement.”

Pictured: Rachel Sharples and Joanne Mount, from Chorley Group's digital response team, with  sales director Adam Turner