1. Summary
This paper demonstrates how AutoTrader, the UK and Ireland's largest digital automotive marketplace, and Join the Dots used consumer needs to build a framework for digital excellence from the bottom up. In doing so, we:
- Transformed an existing primary research approach to drive far greater value;
- Transformed the thinking of the company and its customers in the area of digital retail.
1.1 The problem
AutoTrader had been running research for a number of years to offer a ranking of car dealers and manufacturers in terms of online experience, enabling the awarding of "Best Online Experience" at their annual...