Mazda takes online lead with web solution for dealer network
Mazda is to become the first car manufacturer in the UK to roll out advanced web marketing tools for use by its entire franchised dealer network. The strategy will see all Mazda dealers introduce a common website template alongside a range of web-based sales and marketing solutions, covering everything from e-commerce for Mazda parts and accessories, to a used vehicle locator where consumers can perform a search from all Mazda’s used vehicle stock in the UK.
The sales-focused web strategy has been developed in partnership with GForces – the UK auto sector’s leading web management firm – which will supply the NetDirector Auto solution as the underlying technology platform. Key to the project has been the tailoring of NetDirector’s sophisticated content management system, allowing Mazda to manage its brand identity across all dealer sites and also implement network-wide changes, such as when new models or finance offers are launched. Dealers can tailor key aspects of content on their own sites, as well as manage search engine performance and administer vehicle stock details.
Each Mazda outlet will be able to access a wide range of bolt-on web marketing technologies, including GForces’ NetDirector Auto eCommerce for the retailing of parts and accessories online, and the NetDirector LeadBeast lead-tracking tool.
To maximise user-friendliness for visitors, each dealer site will incorporate a feature-rich used-vehicle locator where car buyers can choose to search Mazda’s national used vehicle stock, as well as the dealer’s own used car list. It will also be possible to view all Mazda dealer sites via mobile devices, allowing customers to research potential car purchases while on the go.
The solution operates as a ‘software as a service’ platform – upgrades are integrated rapidly and automatically, meaning that the website remains up-to-date with the latest technology and features, thereby helping the Mazda team keep its web platform customer focused.
Tim Smith, Commercial Director of GForces, commented: “This represents a significant step forward in the way that carmakers work with their franchised dealers to market vehicles and interact with customers via the web. The agreement is also our first partnership with a motor manufacturer in the UK, and we are proud that Mazda has chosen us to deliver a web marketing strategy, deploy a full suite of well-proven web tools and provide ongoing consultancy and support.”
Claire Andrews, Marketing Director of Mazda Motors UK, added: ‘We’ve done this for our dealers and customers. The online solutions provided by GForces allow us to put our customers at the heart of the retail experience. We know most customers prefer to research their purchases online and these new websites will provide them with a user-friendly experience, whilst supporting the commercial needs of our dealer network.”
