Stocking almost 300 nearly new and used cars at any one time meant that Norwich-based dealership Richard Nash Group needed a website to reflect its daily-changing stocklist.
However the company’s last website had originally been built more than 10 years ago and needed to be updated to enable customers to research potential purchases.
Richard Nash wanted a bespoke website to reflect its company culture and one that showcased its dedication to customer service. Having been in business in Norwich for more than 27 years, Richard Nash sells more than 2000 cars each year across its three city locations.
Brandex was charged with ensuring that the data Richard Nash staff entered into Kerridge, the dealer management system it uses, would appear on the new website. Other data sources needed to be integrated to provide detail on such items as model specifications, tax and CO2 emissions. Finally it was important to also include data making up any finance packages available. So each individual car search result would provide customers with all they needed to know about that vehicle.
Brandex built the website using the .NET framework and used the open source Content Management System (CMS) Umbraco so Richard Nash staff would be able to update a large amount of content on the site themselves.
We have been very pleased with the site’s stability and reliability as we know customers spend much time during evenings and weekends researching possible car purchases."Graham Hammond Manager, Richard Nash Cars
Stuart Bartram, managing director of Brandex Insight, said: “This was a large and complex project. Dealing with the all the data integration to provide fast search results for customers was of key importance. Working closely with the team at Richard Nash and using their expertise helped us understand their specific needs.
"The site has now been live for more a year, attracting more than 130,000 visits, and we believe has played an important role in helping to increase sales and raise awareness of Richard Nash."
Graham Hammond, manager of Richard Nash's Rouen Road branch who lead the website project, said: “We decided against buying an off-the-shelf dealer website as we wanted to ensure our site promoted our own way of doing things. In 2012 we celebrated 25 years in business and over more than 27 trading years we have sold more than 35,000 cars and carried out more than 50,000 services and over 20,000 MOTs. It was vitally important to us that the website reflected our dedication to customer service we focus on in our showrooms.
“The site enables customers to shortlist their choices then compare them, book a test drive and sign up for an MOT text reminder service. Customers can also provide feedback, ask a question, leave comments and testimonials and offer suggestions.
“We have been very pleased with the site’s stability and reliability as we know customers spend much time during evenings and weekends researching possible car purchases.
"We've also appreciated that any requests for support since the site went live have been handled speedily and efficiently," added Graham.