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Autocasión, Sumauto's Expert in Second-Hand Vehicles, Enters the Digital Era

Autocasión, Sumauto's Expert in Second-Hand Vehicles, Enters the Digital Era

80% of the Car Buying Process is Now Done Online

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Lunes, 28 de octubre 2024, 10:05

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In the digital era, up to 80% of the car buying process is conducted online, according to Nielsen. Recognizing this trend, Autocasión, Sumauto's expert in second-hand vehicles, has revamped its portal to become the ideal companion for drivers in the buying process, from initial inspiration to the final decision. To achieve this, the new portal incorporates significant changes, especially in user experience for smoother navigation from mobile devices, which account for 60% of global internet traffic.

Users will also find more comprehensive vehicle information, aiding in an easier, more intuitive search with improved filters, some crucial in the buying decision such as price or environmental label. For 44% of drivers, the internet is the most influential medium in this process, according to the Cetelem Motor Observatory 2024. Regarding test and news content, it will be more linked to the acquisition process, aligning the user's editorial interest with the car ads to be displayed.

Simultaneously, dealerships and resellers will benefit from a clean and efficient design that does not distract users, as well as greater visibility of ads to promote stock rotation, since after 60 days on display, a used vehicle ceases to be profitable. In fact, those highlighted, certified, and labeled ads will now have an improved space in the results grid, thus increasing their prominence. Additionally, ads will show more details to assist customers in their decision-making.

Regarding the design, for which the agency Erretres was consulted, the classic image of online classified portals is left behind, moving towards a more modern web showcase aesthetic, in tune with the sites of the automotive brands themselves.

For the new Autocasión design, Erretres worked on an innovative concept called Autointelligent (see project here), designed to guide both users and dealerships in the buying process, which consisted of an analysis of the "buyer's journey" to identify where to accompany the user from the moment they consider buying a vehicle until they decide on a specific model. All to achieve a smoother buying experience, while being more efficient for the seller.

According to Nicolás Cantaert, general director of Sumauto, "Autocasión faces its most important change since its transition to digital. And one of the main changes involves bringing intelligence to the experience, so the user feels considered and can easily access what interests them, so we must be more predictive and intuitive. Distributors also benefit because we better align their stock with potential buyers to facilitate the match."

In the words of Erretres CEO, Pablo Rubio, "we have taken advantage of the boom in the used vehicle market to create a very sophisticated digital product for Autocasión, with a user experience that favors navigation and conversion, both for professional audiences and end customers."

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