A new digital pack created to help motor retailers maximise online sales during the pandemic has been launched by the RAC Dealer Network just as the latest lockdown in England takes effect.
Designed to be added to dealer web sites, it includes banners promoting ‘click and collect’ and ‘click and deliver’ messages alongside RAC branding. There are also product videos and standardised texts that explain the advantages of RAC warranties and buying a vehicle from an RAC Approved Dealer.
The new assets are provided through The Engine, the RAC’s online dealer portal, which already includes pandemic-specific resources such as workshop best practice guides and point of sale social distancing materials.
Kellie Grocott, RAC director of sales at Assurant, which partners with the RAC in the warranty and aftersales sector, said that the digital pack had not been created explicitly for lockdown but was ideal for the situation.
“During the whole of the pandemic, we’ve been working hard to support our 1,400 dealers with initiatives ranging from online workshops to continuing support from our field agents.
“These digital assets are the latest in these developments and have turned out to be very well-timed. One of the points that our dealers often highlight is that, when it comes to online sales, the presence of the RAC brand plays a very important part in creating customer confidence, and the assets we have created are designed to maximise this impact.
“The value of this during the latest lockdown, with dealers across the UK only being able to sell using online ‘click and collect’ and ‘click and deliver’ sales models, is obvious. It creates clear differentiation from other retailers.
“The banners, wording and videos we have created are easily added to any dealer web site and anecdotal feedback suggests they are already having a positive effect.”
McCarthy Cars of Croydon is an RAC Approved Dealer and longstanding member of the RAC Dealer Network. Sales manager James McCarthy explained the benefits.
He said: “The brand provides extra confidence among prospective buyers. They are much more likely to choose a car from us under ‘click and collect’ or ‘click and deliver’ knowing we meet RAC Approved Dealer preparation standards and work within the RAC charter and code of conduct, which is approved by the Chartered Trading Standards Institute. Having access to the right digital assets enables us to make these advantages more apparent quickly and easily.”
Grocott added that Assurant is working on other new initiatives designed to support the RAC Dealer Network through the new lockdown that will be available soon.
“We are currently working on a number of ideas that we are hoping to launch as soon as possible that will provide practical help and valuable advice to our dealers. We see this very much as part of our role as their warranty and aftersales partner.”