28 June 2019, Autopalace
It’s not new that car buyers inform themselves online. Having a well-designed website is becoming more and more important. The website needs to have a logical structure and should be easy to use. Auto Palace Group has developed a new eco-system of websites that is basically a Virtual Showroom.
The new website system clearly shows that Auto Palace is one of the three largest car dealers in the Czech Republic. It serves as an online showroom that brings together the ten brands that Auto Palace represents. The initiator, Marketing Manager Stanislav Perkner, has even received an award for the set-up and in particular the underlying concept behind the new website presence. He was voted Marketeer of the Year 2019 by the Czech Marketing Association (CMA).
“The system behind the website retrieves data from our ERP system (Enterprise Information System). This allows us to have 30 to 40 percent more cars on the website in our Virtual Showroom.”
“The system behind the website retrieves data from our ERP system (Enterprise Information System). This allows us to have 30 to 40 percent more cars on the website in our Virtual Showroom. Even cars that aren’t yet in the physical showroom but are still in the pipeline,” Stanislav says. The goal is to create the online version of a traditional brick´n´mortar showroom with the same scope of offers and services. The physical and virtual showrooms can then coexist in harmony as omnichannel – each catering for customers according to their preferences. “With this step we are strengthening our position as a dealer group. We have the biggest online car range in the Czech Republic. There are currently more than 1,000 cars in the virtual showroom, 600 new and 500 used.
By offering the Virtual Showroom, Auto Palace has given itself a lead in regard to its competitors in the Czech Republic. The online tool is also fully responsive, meaning that buyers can select, compose and order a model from the comfort of their home via their laptop, tablet or smartphone.
“The investment in the Virtual Showroom platform will certainly give us a competitive advantage in times of the cyclical automotive crisis,” Stanislav asserts. “Last year we recorded eight million visitors in the Czech Republic and Slovakia and 15,000 requests for further information. We expect that a website acting as an umbrella for all our brands will eventually drive visitor numbers up as a result of better indexation and findability via Google search.
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