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carwow platform to boost dealer 73-plate new car sales campaigns

Online marketplace carwow is launching a new campaign to boost retailers’ new car sales efforts during the crucial September plate-change month.

The marketing, which runs for the whole of September, will ensure retailers’ new car offers are delivered to carwow users across its site via display advertising, dedicated campaign pages and tailored callouts.

Offers will be promoted via carwow’s homepage and ‘online showroom’ takeovers, through customer emails to carwow’s database of 2.5 million in-market prospective buyers and on carwow’s Instagram channel which has 1.3 million followers.

Additional platform functionality has also been developed for the campaign, allowing dealers to better showcase features and benefits beyond asking prices.

Dealer-specific enhancements, such as a home charger offer with the purchase of an EV, or incentives on part-exchanges, can now be more easily communicated to buyers via bespoke banners integrated with listings.

carwow said 47% of all carwow’s new-car dealer partners participated in its March 2023 plate-change campaign, which led to one of the highest-ever peaks in demand, resulting in a 28% increase in enquiries.

The company anticipates that the September campaign will attract even higher levels of uptake from its new car dealer partners.

Sally Foote, UK MD at carwow, commented: “July’s SMMT figures show that the new car market has grown continuously for a full year, and it’s something we’re also seeing reflected in our data, with customer enquiries to dealers in July up 36%, year-on-year.

“That said, rising interest rates and cost-of-living challenges could lead to consumers needing extra reasons to buy. This September could be more important than ever for dealers, and we’re keen to help our partners maximise every opportunity.”

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