Nissan Motor GB Limited has appointed GForces to deploy new websites with smartphone-friendly content, web marketing tools and lead tracking software for the carmaker’s entire UK franchised dealer network.
GForces’ NetDirector Auto will become the common platform for 118 tailored websites that will become the online ‘face’ for all of Nissan’s franchised dealerships – encompassing groups as well as single-site outlets within the 225-strong UK network.
As NetDirector Auto uses ‘software as a service’ technology, it will now become possible for Nissan to quickly and easily add new website features and functionality when it becomes available, as well as rapidly modify customer-facing online content across its full network – such as when UK-wide offers and promotions are introduced.
As a key part of the collaboration, Nissan dealers will also gain access to GForces’ award-winning lead tracking software, enabling them to track the cost-effectiveness of different marketing methods so that they can tailor their promotional strategies to best effect.
To ensure Nissan’s websites are equipped to meet the needs of modern consumers, the Nissan dealer websites will feature content and functionality that is smartphone-friendly, ensuring searches for products and services can be conducted rapidly. This will put the Nissan network ahead of the curve in the UK motor trade. There has been a 137% increase in the volume of searches on retail websites conducted via smartphones over the past year, and Google reports that 20% of all online searches now occur on mobile devices.
The agreement with GForces will ensure that a high level of user-friendly functionality is available in a consistent format across the Nissan network. For example, visitors to the new websites will be able to configure a new Nissan, book a test drive, service or MOT, and review in detail used vehicles held in stock. The new websites also feature a finance calculator, backed by RCI Financial Services, and an online shop for car parts and accessories – helping Nissan dealers maximise aftersales profit opportunities.
“We went through a rigorous pitch process to analyse the agencies’ competencies and vision for how the digital dealer will develop over time,” said Andy Jackson, Digital Marketing Manager at Nissan. “It was important for us to pick a partner with dedicated motor trade experience.
“We knew GForces had the experience and understanding in the industry that we could harness in developing the new Nissan platform. The NetDirector Auto product is continually evolving, which will ensure that the Nissan network will have the latest technologies and tools for their customers.”
Tim Smith, GForces’ Commercial Director, added: “This is an exciting new partnership for GForces and is testament to the hard work and dedication from everyone in the team. As the largest and most challenging project we’ve had to date, we’re extremely proud to have been selected and look forward to maintaining a long relationship with Nissan.”
GForces is the largest specialised digital agency in the automotive industry, dedicated to ensuring their clients get the most from the internet. GForces builds, manages and markets online strategies for more than half of the UK’s top 200 motor retailers and numerous OEMs.