Member Article

Harratts Motor Group Invests in Digital Infrastructure

Harratts, the family-owned and run motor group, has unveiled a trio of digital upgrades to its business, including a brand new consumer website, as part of on-going investment and improvements in its digital infrastructure.

The Wakefield-based company, which has 13 dealerships and employs 300 people across Yorkshire, has incorporated the improvements as part of a long-term strategy to move the business towards a more structured, process driven group.

With an updated sleek and modern design, the new user-friendly Harratts website has a range of upgraded features to improve customer experience. Developed by Razsor, the leading digital marketing company behind Autotrader.co.uk, the site is fully optimised for smartphones and designed to fit mobile dimensions. A finance calculator has also been implemented, so consumers can simply and quickly see the full cost of purchasing a vehicle.

With the growing influence of social media in the motor industry, Harratts has incorporated its Twitter feed into website homepage, showcasing its tweets and encouraging visitors to join Harratts’ online community through social sharing buttons including Facebook, Twitter and YouTube.

Improvements to the customer experience are not only online, but coming to the showroom too with dealerships looking to provide iPads for sales teams. The long-term strategy is for staff to be trained on the devices which feature engaging sales information and video content to highlight product’s key selling points to customers.

In addition to upgrading their consumer facing digital offering, Harratts has invested in its logistics with a new, upgraded software system that allows dealerships to react quickly to business needs and effectively manage marketing materials at local level. The system gives dealership Principles instant access to central assets such as point of sale and branding.

Shaun Harratt, Managing Director, Harratts, said: “Investing in and expanding our digital infrastructure is a key part of our plans to evolve an already thriving family business, to a class-leading motor retailer. Our new website provides a more consumer friendly experience and with the rise of mobile internet browsing, we think it’s important the website is fully optimised for smartphones.

“Installing iPads for our sales teams at dealerships is also part of our strategy to improve the consumer experience. The technology allows us to showcase engaging content on products and have all the details to any questions customers may have at our fingertips.

“We’ve also invested in our internal software so each dealership can react quickly to business needs. All of these new digital initiatives will help Harratts maintain our already recognised five star service.”

For more information please visit www.harratts.co.uk

This was posted in Bdaily's Members' News section by Harratts .