Presentation title SUBTITLE HERE

DIGITAL EXPERIENCES DISTRIBUTION Version 006

WHAT ARE THE

DIGITAL EXPERIENCES?

Building the Inchcape digital experience!

The customer remains at the heart of everything we do at Inchcape.

Now more than ever, the first and many subsequent experiences that customers have of our business, our brand and our products are digital. Accordingly, we have developed a

set of DIGITAL EXPERIENCES (evolved from our Digital Standards). These will make sure the

digital experience customers have of Inchcape is market leading and uniquely our own.

Our objective is to make this experience easy, effective and enjoyable for every

customer. The challenge is to ensure that high level of execution is maintained across all

our markets and the brand partners we represent.

The first step is to familiarise yourself with the New Inchcape Digital Experiences. This

content provides detailed information on each experience, including what, how, why, as

well as support links for company experts. They will also help you and your team set and

follow our future digital roadmap in your market. We have also taken the care to design

specific experiences for both retail and distribution so you have specific relevant

insights.

In the coming weeks we will be introducing a new portal for you and your team to self-

assess your ability to deliver the Inchcape digital experiences. This will help you identify the gaps you need to focus on to improve your level of digital experience.

We will then consult directly with you in each market to develop a roadmap to deliver

against all of the Digital Experiences that will set us apart.

Catch

Connect

Close

Community

Core

Prioritisation of Digital EXPERIENCES – Distribution Level

Product information & brochures

Customer feedback handling

Films and video content

Used car features

Offers and promotions

Test drive booking

Car configurator

Accessories

Search engine optimisation

Search engine marketing

Data capture

Vehicle stock / range locator

Exclusive content

Car comparator Display advertising

Email marketing

Social ‘PAID’

Support sites

Personalised journey

All Core

Product reviews and ratings

Service booking

Pricing and finance calculator

Trade in / part-exchange charter

Social media networks

My garage customer app

LEVEL ONE LEVEL TWO LEVEL THREE

APPROVALS Regional then Group

OUR 5 C’S

Navigation to the other modules

CATCH is an important part of the value chain as it is central to driving the right

traffic (new and existing) to your digital properties in order to ‘start’ an

exceptional online customer experience.

DISTRIBUTION EXPERIENCES

Level One – Complete these first

Search engine optimisation (SEO)

Search engine marketing (SEM)

Email marketing

Data Capture

Level Two – Complete these next

Display advertising

Social – PAID

Support sites

SEO is a methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement (natural/organic) in the search results page of a search engine such as Google, Yahoo, Yandex or Baidu. SEO has no pay per click cost, but the adequate time, budget and resources need to be in place to ensure that the site’s content continues to rank on the first page results.

• First page ranking against your key words list (target should be to rank in the top three listings)

• Increased traffic to your site from organic searches

• Lead capture volumes and cost per lead

• On a quarterly basis you will update your status for this experience to the group

• Starting from end of Q1 2017

• Submissions will be made via the Inchcape Experience portal

• Comms will be circulated in March with access to the portal

• De-cache you browser before you test keyword searches

• Contact the OEM to check their keyword list to try and avoid duplication where possible

• Search your site url to see how many pages are indexing in search

• Avoid conflict between Distribution & Retail

• Search Engine Optimisation Guide

• Keyword planner

• Google Support

• Search Trends

• SEO Site evaluation

• Clear ownership and strategy of SEO within your business

• Clear set of “keywords” for each site (Catch, Connect and Close)

• Pages optimised for page-specific keywords Meta titles, alt tags etc.. – see best practice

• No duplicated pages

• Video optimised

• Mobile optimised

• Local SEO in place (Google Places)

• Optimise all your content for search (site, blog, social, wiki etc.) - see best practice

• Structure well written URLs and correctly formatted sitemap

EXPERIENCES

• Generating interested traffic

• Maintaining brand reputation

• Consumer navigation

• Marketing (optimising against product launches, tactical opportunities etc..

• Reduce spend in PPC by strengthening natural rankings

OBJECTIVE

TOP TIPS GROUP UPDATES SUPPORT EXTERNAL RESOURCES

CUSTOMER GOAL

• I can find out the information I need

KPIs

Level one – Search engine optimisation (SEO)

• Organic Traffic

CFR MEASURE

Next Experience


Previous Experience

Question

http://www.refreshyourcache.com/en/home/



http://static.googleusercontent.com/media/www.google.co.uk/en/uk/intl/en_uk/webmasters/docs/search-engine-optimization-starter-guide-en-gb.pdf

https://adwords.google.co.uk/KeywordPlanner

https://www.google.com/webmasters/support/

http://www.google.com/trends/

http://www.screamingfrog.co.uk/seo-spider/

mailto:[email protected]?subject=Help with SEO Digital Disciplines

Level one – Search engine marketing (SEM)

SEM is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising in the search results page of a search engine such as Google, Yahoo, Yandex or Baidu. SEM involves things such as keyword research, competitive analysis, paid listings and other search engine services that will increase search traffic to your site. SEM works best in conjunction with strong SEO.

• First page ranking against your key words list (target should be to rank in the top three listings)

• Increased traffic to your site from organic searches

• Lead capture volumes





• Set a clear objective

• Focus on one search engine and run A/B testing

• Set a budget

• Invest disproportionate time against copy and landing pages

• Monitor your competition

• AdWords editor

• Google Analytics

• AdWords Scripts

• Ad Preview Tool

• Clear ownership and strategy of SEM within your business

• Clear PPC marketing goals

• Clear set of “keywords” for each site (Catch, Connect and Close) avoiding duplication between Retail and Distribution

• Adequate PPC budget allocation and management

• Structured landing pages based on customer insight and keyword volumes

• Adequate Pay per Click (PPC) support through a Search Agency

• Ongoing monitoring and optimisation

• Ensure that keyword and mobile optimisation is in place

EXPERIENCES

• Generating interested traffic

• Maintaining brand reputation

• Reducing competitive advantage

• Consumer navigation

• Marketing (optimising against product launches, tactical opportunities etc..

• Strengthening your SEO

OBJECTIVE


CUSTOMER GOAL

• I can find out the information I need

KPIs

• Paid Search

CFR MEASURE

Next Experience


Previous Experience

Question

mailto:[email protected]?subject=Help with SEM Digital Experiences

Level one – Email marketing

Email marketing is directly sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. Email marketing can be delivered manually or it can be automated using a number of proprietary tools. Increasingly social tools such as LinkedIn and Facebook have begun to include email functionality.

• Conversion

• Open rate

• Click through rate (CTR)





• Make sure emails have obvious and accurate links

• Follow email best practice and spam avoidance

• Test before you send

• Don’t over rely on images and give the reader a reason to click through

• Email Templates

• Gallery

• Best Practice

• Customer Service

• Email programme and strategy to gain more customers and defined leads

• Automated email marketing programme

• Adherence to market specific email standards and regulations

• Personalised and tailored emails

• Base templates established for specific messages (car launch, promotion, open days etc.)

• Measurement dashboard in place

• Process for checking and testing

• Ensure email is optimised for mobile

EXPERIENCES

• Primary: Awareness, engagement and retention

• Secondary: Traffic to your site

OBJECTIVE


CUSTOMER GOAL

• I am thinking about my next car

• I need reminding about my car and it’s service requirements

KPIs

• Unsubscribe rate

• Bounce and un-delivery rate

• Cost per lead

• Cost savings (vs other forms of outbound communication) • Direct Traffic

CFR MEASURE

Next Experience


Previous Experience

Question

https://9clouds.com/blog/email-templates-auto-dealers/

http://beautifulemails.com/email-designs/

http://blog.usabilitytools.com/email-newsletter-ux-tips/

https://www.helpscout.net/blog/excellent-customer-service/

mailto:[email protected] ?subject=Help with Digital Experiences

Level one – Data capture

Data capture can be used as the initiation of consumer interest or inquiry into products or services of a business. Customer data (qualified leads) can be created for purposes such as list building, form completion, attending events, e-newsletter list acquisition or for sales leads. It is important that during the lead generation process adequate qualification measures are in place in order to provide intelligent leads to dealerships.

• Conversion

• Volume of qualified leads

• Efficiency of marketing





• Include a strong, confident call to action

• Make sure you can ‘use’ the data captured

• Continuously test your landing pages, forms, calls to action etc..

• Lead Generation Ideas

• Top Tips

• Mobile

• Ensure there is a data capture and generation strategy in place with multiple opportunities to capture the lead and qualify

• A minimum 6 lead generation (data capture) opportunities on site

• Test drive online booking form must ‘qualify’ the lead

• Forms to be short and simple, but enough to qualify the lead

• Automated integration into market CRM system

• Data capture can include test drive, contact me, live chat/call me back, brochure request

EXPERIENCES

• Customer intelligence

• Qualifying leads

• Fuel marketing and sales tactics

OBJECTIVE


CUSTOMER GOAL

• Get the right car/service for me

KPIs

• N/A

CFR MEASURE

Next Experience


Previous Experience

Question

http://www.autoraptor.com/5-clever-car-sales-lead-generation-ideas/

http://digitalmarketingmagazine.co.uk/digital-marketing-lead-generation/lead-generation-top-5-tips-for-automotive-brands/1677

http://groovedigitalmarketing.com/mobile-lead-generation/


Display advertising is a type of online/mobile advertising that comes in several forms, including banner ads, rich media, and more. Unlike text-based ads, display advertising relies on elements such as images, audio and video to communicate an advertising message. Recently there have been improvements to the trading of display advertising call programmatic which is the purchase and sale of advertising space in real time.

• Impressions and reach

• CPM (Cost per Thousand)

• CPA (Cost per acquisition/Lead)





• Avoid buying cost per click (CPC) for awareness building

• Make sure your creative is mobile friendly

• Make sure you creative is appropriate for raising awareness (catch) not close

• Display standards

• Display examples

• Display Gallery

• Display advertising ‘agency’ in place

• Site is set up/tagged to receive and track and inbound display advertising traffic

• Knowledge of and adherence to IAB Industry standards

• Look and feel is consistent with landing pages

• The creative links to the appropriate page (deep link)

• Advertising plan integrated into all digital touch points

• A/B testing of formats and messaging

• Optimisation of high performing formats and messages

• Yearly media plan to establish ‘bulk’ buying deals

EXPERIENCES

• Primary: Awareness, engagement and then a lead

• Secondary: Traffic to your site and lead generation

OBJECTIVE


CUSTOMER GOAL

• I am thinking about my next car

KPIs

• Ongoing programmatic plans

• Conversion attribution plans with advertising networks such as DoubleClick, Microsoft, AOL etc.

• In format interaction and lead generation

• Real-time, contextual advertising

• Integrate into a marketing suite like Critero, or Hubspot in order to integrate with lead generation programmes.

• Lead generation

Level two – Display advertising

• Direct Traffic

CFR MEASURE

Next Experience


Previous Experience

Question

https://www.iab.com/guidelines/iab-display-advertising-guidelines/

https://www.richmediagallery.com/

https://digitalsynopsis.com/inspiration/50-incredibly-creative-online-banner-ads/

mailto:[email protected]?subject=Help with Digital Experiences

Level two – Social ‘PAID’

Social Media is broadly defined as websites and applications that enable users to create and share content or to participate in social networking. Popular sites include Facebook, Instagram, LinkedIn, SnapChat and Twitter. It should be noted that success in unpaid/organic social is challenging will invariably require direct and indirect funds. Direct to the social network to grow traffic and awareness and indirectly via staffing of internal social activity. Therefore this standard is focused on ’paid for social’

• Conversion

• Volume of qualified leads





• Include a strong, confident call to action

• Make sure you can ‘use’ the data captured

• Continuously test your landing pages, forms, calls to action etc..

• Utilise network tools such as Power Editor

• Facebook ad builder

• Social Media Management Tool

• Social Automation

• Have clear objectives

• All ads must be relevant

• Ensure there is adequate support to accommodate feedback from a social ad

• Ensure that the landing pages are in place and have direct calls to action in place

• Ensure the targeting is detailed and driven by insight

• A/B test

EXPERIENCES

• Grow Brand awareness and consideration

• Build and maintain relationships with prospective and existing customers

• Drive traffic to our websites

• Better understand consumer behaviour (buyers and non-buyers)

OBJECTIVE


CUSTOMER GOAL

• Get the right car

KPIs

• Referred Social

CFR MEASURE

Next Experience


Previous Experience

Question

https://www.facebook.com/business/a/online-sales/ads-create-tool

http://www.jeffbullas.com/2016/03/01/17-best-social-media-management-tools/

https://www.rankingthebrands.com/The-Brand-Rankings.aspx?rankingID=399&nav=category


Level two – Support sites

Many markets utilise car aggregator sites such as Autotrader, Carsales, Carsguide, RAC Carsto, autoscout24 to maximise their used car reach and commercial value. Mainly relating to used cars, support sites can provide an important source of reach and traffic (lead generation)

• Cost per lead

• Cost per (order) sale

• Conversion attribution





• Work closely with the aggregator and run tests before committing to long term deals

• Try and leverage multiple sites through one aggregator

• Check the pricing is competitive (often sites will offer free trials)

• Autotrader

• Carsguide

• Clearly identified key support sites within market

• Clear business strategy, budget and resource for maximising the partnership

• Embedded metrics to measure effectiveness

• Ensure that content and pricing is integrated across sites

• Ensure that you optimise your titles, descriptions and images in line with search (and support site) best practice

• Ensure that you integrate the activity through to sale

EXPERIENCES

• Extend reach and improve data capture/leads

• Maximise commercial value

• Identify search trends

OBJECTIVE


CUSTOMER GOAL

• Seamless customer experience

• Connect what a customer is looing for in the right location

KPIs

• Referred Other

CFR MEASURE


Previous Experience Next Experience

Question

http://www.autotrader.co.uk/

http://www.carsguide.com.au/



CONNECT is about providing our customers with the most relevant, engaging

content; often personalised to their needs. This is the ‘convince’ me part

of the process.



Product information & brochures

Customer feedback handling

Films and video content

Used car features

Offers and promotions

Test drive booking

Car configurator

Accessories


Vehicle stock / range locator

Exclusive content

Level Three – Complete these next

Car comparator

Level one – Product information & brochures

Presenting our product in visual and engaging manner is at the heart of everything we do at Inchcape. Our customers expect to see our products in their very best light. Decisions to purchase can be made at this stage so it is essential that customer are captured. Giving customers a depth of quality images and video is essential in delivering this.

• Content engagement (length of views, page visits etc.)

• Number of downloads

• Number of data capture to conversions





• Test that the photos and videos work well on mobile devices

• Include search optimised hyperlinks within PDFs

• Beautiful Car Websites

• Content Marketing

PRODUCT/SERVICE INFORMATION

• Full product information available for each model or service:

• Full model specifications and descriptions (Minimum of 8 images and 1 video per product)

• Well written descriptions detailing customer benefits or features

• Video tours of car interiors and exteriors

DOWNLOADABLE BROCHURE

• Downloadable brochures (with option for data capture) are available in a pdf format for all vehicles or services

• Downloadable brochures are available in a pdf format for all other relevant products, where these are available in a retail centre:

• For example, service plan offerings, finance and insurance offerings, used car programmes

EXPERIENCES

• Seduce the customer enough to book a test drive

• Bring the product alive (without being there)

• See the right vehicle for me

OBJECTIVE


CUSTOMER GOAL

• Source information about a shortlisted car

• See the car without visiting a dealer

KPIs

• Brochure Download

• Bounce Rate

• Total Time On Site

CFR MEASURE

• Page Views

Next Experience


Previous Experience

Question

http://www.hongkiat.com/blog/automotive-website-design/

https://insights.newscred.com/trends-trendsetters-the-best-in-automotive-content-marketing/


Level one – Customer feedback handling

Online and offline processes in place to manage customer feedback in a timely and professional manner. Customers expectation are very high when they enter their details. They expect to hear back within 60 minutes, if not sooner and certainly expect you to not ask for their details again.

• Speed of response

• Volume of positive resolutions





• Regularly test the process for customer contact and resolve any issues

• Share best practice/success stories within retail and group

• Best Practice

• Customer Complaints (Link to Complaints Guidelines)

• An opportunity for customers to provide feedback utilising fields that allow the recipient to reply with an informed response

• A process in place for responding to electronic customer contact and complaints must be clearly established. This must include:

• A nominated person for initial handling of incoming contact particularly complains (refer to Complaints Guidelines)

• Clear policy for passing on to specific individuals by topic type (refer to the Complaints Guidelines for complaints)

• Weekly tracking of feedback resolution and speed of response

• Ensure that other avenues for customer feedback (e.g. Social Channels) is supported and integrated into procedures

• Acknowledge electronic contact using a clear, bespoke thank you alert indicating response times

EXPERIENCES

• Accept incoming customer contact and to make sure they have an exceptional customer experience.

OBJECTIVE


CUSTOMER GOAL

• Make contact and to start a dialogue with some form of resolution (e.g. call me back, book a test drive, send me a brochure, do you have an unleaded version)

KPIs

• Online Contact Form – Sales

• Online Contact Form – Service

• Online Contact Form - General

CFR MEASURE

Next Experience


Previous Experience

Question

https://www.helpscout.net/blog/customer-feedback/


Level one – Films and video content

Film and video content is used to enhance the customer experience. It is known that vide is still regarded as one of the most engaging formats and must be see as essential in the mix of content marketing. Without strong marketing content is becomes a challenge to optimise it for search and give new customers a reason to visit.

• Content engagement (length of views, page visits, shares etc.)

• Number of downloads (where appropriate)

• Number of data capture to conversions





• Make sure the video works on a number of devices and browsers

• Utilise subtitles for ’non sound environments’ such as Facebook news

• Where possible use shareworthy video

• Potentially use ‘customer data entry’ to unlock exclusive/further content


• YouTube Best Practice

• 360 Degree

• Video used is of a consistent high quality sound and image on the site

• Videos are used to demonstrate the car or service and its USP – for example:

• Showing a New car being used in a relevant environment

• Explaining a service to simplify it for customers, such as the UK ‘Inchcape guide to servicing

• Videos work on a mobile device and can be launched full screen

• Videos are optimised for search so that they can be found directly from a search engine

• Aim for at least two videos minimum per new car

• Consistent videos with other sources of product information

EXPERIENCES

• Increase knowledge and desire of the product prior to purchase

• Use video and content to optimised for search

OBJECTIVE


CUSTOMER GOAL

• Source information about a shortlisted car

• See the car without visiting a dealer

KPIs

• N/A

CFR MEASURE

Next Experience


Previous Experience

Question

http://www.headstream.com/blog/automotive-companies-embracing-content-marketing

https://www.youtube.com/playlist?list=PLRtCVUqapw97bVvwivckfixl_lbzJKf1I

http://spincar.com/


Level one – Used car features

The site presents Used Cars in a compelling way, offering enhanced functionality over our competitors. Also provides the confidence to buy from you.

• Product engagement (pictures viewed, comparisons etc.)

• Search to conversion

• Car sales leads





• Regularly test searching for a used car, as a customer would

• Ensure that the used car section meets the same standards as new cars

• Maybe ensure that ‘contact’ is more prevalent on used car section to accommodate questions

• Buyers Guide

• Customer Experience

PRESENTATION

• All Used cars are presented to the same quality standards as New cars (see ‘Product Information & Brochures – where available’)

• Special offers clearly emphasised against groups of cars and individual cars.

CUSTOMER CHARTER

• A charter is published on the site, providing assurance and explaining several key benefits of buying a Used car from Inchcape, for example in the UK:

• Full 3 years warranty with all cars

• All cars have expert full safety and maintenance check

• All our Used cars are checked on the HPI Register to confirm ownership, and check they have not been

• Vehicle locator should be implemented for all Used Cars listed on site

EXPERIENCES

• Make it easy for Inchcape to sell used stock to customers

OBJECTIVE


CUSTOMER GOAL

• Find the right car for me

• Do you have the right car for me?

KPIs

• N/A

CFR MEASURE

Next Experience


Previous Experience

Question

http://www.carbase.co.uk/news-and-features/used-car-buying-guide/

http://pinnacleahs.com/8-customer-experience-differences-that-the-best-auto-dealers-are-delivering/


Level one – Offers and promotions

Use visible and up-to-date offers and promotions to drive engagement and to connect with customers.

• Cost per acquisition

• Engagement levels





• Rotate promotions regularly

• Ensure the offer (price) is clearly displayed

• Ensure that the promotions are in line with market specific promotions standards and regulations

• Ideas

• Marketing Techniques

• Trends

• Calls to Action are clear and visible on the homepage: (Book a Test Drive, Book a Service, Download a Brochure, Retail Centre Locator, Contact Us, Latest offers etc..)

• Offers should be highly visible and kept up-to-date.

• Online content and offers need to be in sync with the overall marketing calendar for the brand.

• Full detail of the offer does need to be available on the webpage that is promoting the specific offer.

• Make it as easy as possible for customers to progress their purchase/ownership

• Where possible offers and promotions should be tailored/personalised.

EXPERIENCES

• Connect with potential customers

• Lead generation

• Data capture

OBJECTIVE


CUSTOMER GOAL

• See and follow the latest promotions

KPIs

• N/A

CFR MEASURE

Next Experience


Previous Experience

Question

http://www.scapromotions.com/auto-dealers-earn-more-ups-with-an-sca-promotion/

http://www.creativecatalysts.co.uk/10-tips-effective-digital-marketing-automotive-industries/

https://9clouds.com/blog/5-trends-changing-automotive-marketing-in-2016/


Level one – Test drive booking

Customers can book a Test Drive online

• Number of test drives

• Response time

• Levels of drop out





• Test regularly

• Customer expectation is to be able to book these kinds of things online. No being able to will reflect poorly during the customer experience.

• Forms Best Practice

• Customers able to request a Test Drive online through one of the following ways:

• Option 1- Input date and time (plus option to provide an alternative date and time), vehicle interested in, means of contact (email or phone) and clicks on submit button; OR

• Option 2 - Can enter postal code and click on submit button for nearest retail centre to test drive; OR

• Option 3 - Clicks on preferred retailer; taken to the retailer’s test drive form

• Book a Test Drive link to appear on every ‘new car’ page (Maximum one click required for customer to arrive at booking submission from their landing page)

• Retailer to confirm availability of the time and vehicle, using the customer’s preferred means of contact (see best practice)

• Businesses to leverage our “Drive It Your Way” programme (see best practice)

• Live availability and booking of appointments by linking relevant retailer systems into website (real-time update in the system to show the availability of test) see best practice drive slots

EXPERIENCES

• Book test drives (max out time slots)

OBJECTIVE


CUSTOMER GOAL

• Book a test drive that suits me rather than the dealer

KPIs

• Test Drive Booking

CFR MEASURE

Next Experience


Previous Experience

Question

https://www.ventureharbour.com/form-design-best-practices/


Level one – Car configurator

Customers can configure a vehicle with accessories, see the benefits and see a price breakdown.

• Number of configurations

• Configurations to test drive/appointment conversion





• Offer print, send or request an offer at the end of the configuration

• User should be able to save configurations every easily so they can be recovered if they return

• Link to ecommerce capability where possible

• 3D car configurator

• Configurator Database

CUSTOMER-CONTROLLABLE PRICE AND IMAGE CONFIGURATOR

• Distribution only - A customer-controllable configurator is available with selectable: Vehicle colour, Available wheel options, Available body kit options, Interior cloth options, cost of services (if available) i.e. extended warranty, service plans, insurance policies. For used cars, users can compare with other used cars.

• Configurator should show a repayment amount and also a drive away amount. This should dynamically update as you add and remove items.

IMAGE ONLY DISPLAY

• Configurator must display: An image of the vehicle from several angles - displaying front, rear and side (including at least one three-quarters view) and interior. Further angles and features must be visible in the standard photograph portfolio (though will not be in the customer’s chosen colour or options); in the selected vehicle colour (exterior) or cloth (interior)

• The configurator should then pass customers on to the accessories selector and price calculator; or be fully integrated with them, so that accessories selection and price calculation are later steps in the car configurator

EXPERIENCES

• Provide the ideal car options for the customer

• Give the customer the car they want and encourage them to book a test drive

OBJECTIVE


CUSTOMER GOAL

• Configure the car I want (looks and price)

• Give me an idea what is available

• Is there a car/price for me

KPIs


• N/A

CFR MEASURE

Next Experience Previous Experience

Question

http://3d.cl3ver.com/lkSOt?tryitlocation=0

http://www.configurator-database.com/


Level one – Accessories

Provide accurate and up-to-date information on accessories

• Number of online sales

• Conversion and and upsell

• % visits on the accessories section





• Link to alternatives when browsing

• Propose accessories that work well together

• Include any customer reviews

• Manuals available to download

• Include on aftersales and Used Vehicles pages

• N/A

• Complete, accurate and up-to-date accessories listings (optimised for Search), displayed in a compelling, easy-to-use way (see best practice)

• Explanation and emphasis of the customer benefits, not just the technical specifications

• Costs of options and accessories integrated into online pricing quotations and finance calculators (where available); particularly to indicate how little difference an optional extra can make to a monthly payment

• For Distribution businesses, a clear notice that pricing on Distribution level may be different from the respective prices on retail level. In the majority of cases, installation cost maybe different for retailer, therefore final price will be altered.

• Incorporate accessories sales into Aftersales and Used Vehicles sales pages as well as New Vehicle pages

• Accessories lists can be narrowed down by compatible vehicle model, for example customer selects their car and only compatible accessories are displayed

• Proactively suggest specific accessories that work well with a given vehicle/spec level

EXPERIENCES

• Increase value of sale

OBJECTIVE


CUSTOMER GOAL

• I can find the right accessories that work with my car

• Great accessories in my price deal

KPIs

• N/A

CFR MEASURE

Next Experience


Previous Experience

Question


Level two – Vehicle stock / range locator

Customers can search and filter our database for available stock. Remember that customers are used to the accuracy of search engines such as Google, so anything less that this will be a poor customer experience.

• Search to product to engagement to enquiry

• Use of search functionality

• Low bounce rate and low repeat search for unique users





• Ensure call tracking is enabled • N/A

All

• Listings must be up to date and accurate

• Customers must be able to filter the stock list (see best practice)

Distribution/Retail/VIR

• Customers should be able to view full details of available range from brand

Retail/VIR businesses only

• All retail businesses should allow customers to search for/locate stock meeting their requirements from the Inchcape network

• Retail businesses must ensure that listings are easily exportable to the OEM to ensure use on their website

• No stocked vehicle should be on the site without a photo

EXPERIENCES

• Connect customers with their requests

OBJECTIVE


CUSTOMER GOAL

• Find the right vehicle for me

KPIs

• N/A

CFR MEASURE

Next Experience


Previous Experience

Question


Level two – Exclusive content

In a competitive environment it is essential that we offer ‘the difference’ that only Inchcape can offer. This standard is to encourage you to think about the value add of content to our existing (after sales) and potential customers.

• Engagement levels with the content

• Conversion rate





• Test and test especially if you are going to try something new.

• Use control sample size to see the appetitive for exclusive content

• Ask OEM for any exclusive opportunities

• Content Ideas


• Deliver at least 4 exclusive pieces of content to new and/or existing customers per year

• This content must be controlled and tracked so that very accurate measurement can be put in place to measure return on investment. If it works exceed the target of 4 per year

• Leverage existing exclusive events (such as model launches, open evenings) for customer using tools such as:

• Exclusive Video

• Live broadcast (Facebook or Periscope)

• Podcast/Webinar answering questions about the cars

• VR tour of a car

EXPERIENCES

• Provide value to customers

• An excuse to engage with customers

OBJECTIVE


CUSTOMER GOAL

• I feel valued as a customer or potential customer

• I’ve seen this before everyone else

KPIs

• N/A

CFR MEASURE



Question

http://writtent.com/blog/57-notable-unique-content-marketing-ideas/

https://econsultancy.com/blog/66846-five-triumphant-content-marketing-campaigns-from-the-automotive-industry/


Level three – Car comparator

Customers can compare a vehicle against other models, across a range of parameters. We know that this this is very important in the research process and sometimes this tool can help with the decision on which model to choose. It also provides the dealer with a tool to explain the difference in models.

• Volume of comparison

• Comparisons to conversion (book a test drive)





• Offer print, send or request an offer at the end of the configuration

• User should be able to save configurations every easily so they can be recovered if they return

• Car Comparison

• Beautiful Comparison Tables

• The customer can compare their preferred base model with up to two other cars of their choice (your brand) based on features that are most important to the customer

• Results should provide the next course of action, such as learn more about the car, check stock availability, book a test drive, configure the car, evaluate finance options, live chat, contacting the nearest retailer, sharing with friends via social media, printing/saving the details, etc..

• The user can view, print or save a PDF summary of their comparison in simple tabular format.

ENHANCED MULTI-MODEL COMPARATOR

• The customer can compare their preferred model with up to two other cars (including their own by entering their reg number) of their choice (any brand) based on features that are most important to the customer

• Website will dynamically recommend to the customer as a 4th option an alternative model from your brand that also fits with the customer’s requirements

• If the website includes Used Cars, users can compare with other used cars.

EXPERIENCES

• Encourage customer participation in order to lead to a sale

• Answer spec questions automatically

OBJECTIVE


CUSTOMER GOAL

• I want to see what is the right car for me

KPIs

• N/A

CFR MEASURE

Next Experience


Previous Experience

Question

http://www.carbuyer.co.uk/compare-cars

http://www.webdesigndev.com/25-clear-and-beautiful-comparison-tables/





Product reviews and ratings

Service booking

Pricing and finance calculator


Personalised journey

Level Three – Complete these next

Trade-in / part exchange charter

E-commerce tools

CLOSE is at the heart of Inchcape, the efforts we make to ensure the customer

becomes a lead.

Level one – Product reviews and ratings

Customers can see independent product reviews to help their purchase decision. These reviews can be sourced from the core site or pulled in from social environments such as Google+, Facebook etc.. The purpose of this functionality is to present reviews of the products or services, to be available at relevant locations in the site across journeys.

• Positive reviews

• Negative reviews

• Unprompted reviews





• Monitor product reviews of new models of your own brand and competitors, and look at the verbatim comments from consumers to understand what customers like and don't like.

• Use the insight in your marketing campaigns and training of your salespeople for new models.

• Best Practice

• How to

• Independent reviews are to be provided for all New vehicles, using a third party source

• Match reviews and ratings with appropriate content. For example a positive review for a member of staff should be next to the biography

• Reviews must include, product, dealership and staff

• Independent reviews are to be provided for all Used cars (review based on the model & year)

EXPERIENCES

• Creating impartial/independent reviews increases the chances of a sale

OBJECTIVE


CUSTOMER GOAL

• I need to hear what people think before I make a decision

KPIs CFR MEASURE

Next Experience


Previous Experience

Question

https://www.ventureharbour.com/product-review-best-practices/

http://www.slideshare.net/PowerReviews/best-practices-for-generating-more-ratings-reviews


Level one – Service booking

Customers can book a Service appointment online

• Number of bookings

• Track customer value over time

• Link to outbound follow up marketing

• Conversion from booking to completion





• Monitor the conversion rate of people making booking

• Optimise where possible

• n/a

• Customers able to request a Service appointment online, with a preferred date, time and means of contact (email or phone)

• Service requirement to be selected from a list provided (see best practice)

• Customer able to access service booking form within a minimum number of clicks their landing page

• Distribution businesses to actively drive customers into the authorised service network by directly linking to Service booking page on retailers’ websites

• Retailer to confirm availability of the Service appointment Using the Customer’s preferred means of contact:

• Within 1 hour if enquiry is during opening hours

• By 10am the following morning if enquiry is after closing time

• Retailer retains customer info and enters into CRM programme

EXPERIENCES

• Reduce the barriers to booking a service

• Match customer expectations of online booking

OBJECTIVE


CUSTOMER GOAL

• Pain free booking

KPIs

• Service Booking

• Service Quote

CFR MEASURE

Next Experience


Previous Experience

Question


Level one – Pricing and finance calculator

Pricing and finance information is clear and transparent

• Number of calculations

• Conversion to sales If lead data is entered





• Avoid PDFs that can become out of date quickly

• Detail any tax incentives that are in the cost

• N/A

• List prices for all vehicles, accessories and services quoted visibly on our sites (Not in PDF format)

• Simple, easy-to-use price calculator to enable customer to achieve a price for the specification they want

• Link to car configurator

• Ensure book a test drive/contact us is evident at the end of the calculation

EXPERIENCES

• Provide transparency for customers

OBJECTIVE


CUSTOMER GOAL

• I need to know how much it is going to cost me

KPIs

• Finance Quote

CFR MEASURE

Next Experience


Previous Experience

Question


Level two – Personalised journey

Using bespoke pages and templates to guide a customer through a stepped process from investigating a product to buying one

• Conversion

• Completed journeys





• Use analytics to identify customer journeys

• Experiment with new product launches, search optimisation and A/B testing to evaluate the effectiveness of the journey

• Make the journey focused and enjoyable to follow.

• Do not be scared of asking for their details

• Landing Page Best Practice

• Anatomy of landing page

• Web Personalisation

• Define at least 5 customer journeys (including starting with Search) on your site and shape content and pages around them.

• Ensure these pages are optimised as landing pages for key search terms

• Ensure that where possible (particularly researching a car to booking a test drive) that the stages are as logical and barrier free that the customer completes the journey. Refer to the best practice guide for examples of identified journeys

EXPERIENCES

• Keep the customer focused and involved to the point that booking a test drive is the logical next step

OBJECTIVE


CUSTOMER GOAL

• Guide me through the process

KPIs

• N/A

CFR MEASURE

Next Experience


Previous Experience

Question

https://blog.hubspot.com/marketing/landing-page-examples-listsm.000eqlqds138jfbly831wbyx1yz1g

https://blog.kissmetrics.com/landing-page-design-infographic/

https://www.marketingcloud.com/uk/products/web-personalisation/


Level three – Trade in / part-exchange charter

Provide a trade in/part-exchange charter to show how we handle the trade in/part-exchange process

• Trade in/Part exchange volumes

• Conversion from Trade in/Part exchange to book a test drive/sales





• N/A • N/A

• All retail businesses to provide a customer charter of how we will handle the trade in/part-exchange process:

• To be displayed on all relevant (e.g. New and Used car sales) retail websites

• Clear links to the charter from pages relating to New and Used car sales

• Charter to match those on display in retail centres

• Frequently benchmarked and revised to remain ahead of customer expectations and competitor activity in this area

• Explain the trade-in process from beginning to end (see best practice)

• Where possible the customer has the ability to enter details of their vehicle into an online valuation tool so an indicative, nonbinding online valuation estimate can be provided

EXPERIENCES

• Grow additional revenue streams by including trade in.

• Attract car owners

OBJECTIVE


CUSTOMER GOAL

• I want to trade in my car for a new one.

KPIs

• Part Exchange Valuation Booking

CFR MEASURE

Next Experience


Previous Experience

Question


Level three – E-commerce tools

Enable customers to make transactions online

• Number of ecommerce transactions





• Ensure that all ecommerce transactions happen on pages with SSL

• Test and optimise using A/B testing

• Promote ecommerce opportunities

• Mobile E Commerce

• E Commerce Tricks

• The following security measures must be implemented for payment to be taken for goods or services:

• Website page must be encrypted

• All personal data must be stored encrypted

• Access to this data must only be to authorised users

• Transfer of this data out of the database must be controlled and removable media must be encrypted (USB keys, laptops etc..)

• A reputable third party application should be used for this purpose (payment processing should not be performed by the Inchcape group website):

• This third party will acknowledge successful payment processing and they will store the sensitive data

EXPERIENCES

• Grow direct sales and reduce overhead costs

• Match customer expectations that they should be able to buy only

• Leverage impulse/willingness to pay now

OBJECTIVE


CUSTOMER GOAL

• Convenience of buying online

KPIs

• N/A

CFR MEASURE



Question

http://info.ssl.com/article.aspx?id=10241

http://blog.lemonstand.com/mobile-ecommerce-best-practices/

https://www.ometria.com/blog/ecommerce-webform-best-practice



COMMUNITY – continuing the customer journey after they have bought from us

during their ownership is essential in maintain our relationship with our

customers.



Social media networks

My garage – customer app

Level one – Social media networks

The term social media is usually used to describe social networking sites such as: Facebook, Twitter, Snapchat etc. – online social networking sites that allows users to create their personal profiles, share photos and videos, and communicate with other users. Different markets will have different levels of network maturity, so do not assume all networks are equal.


• Sentiment levels

• Lead generation





• Check to see if your audience are on the network your are planning to use

• Don’t assume because an audience is on the network, they want to hear from you

• Have a clear purpose for using a network

• It will require budget and resource to grow your presence

• Facebook

• Twitter

• YouTube

• LinkedIn

• Inchcape Social Media Policy

• Each brand has a clear 'channel strategy', which identifies on which platforms they will be active and the role of that platform in their overall marketing plan.

• Brands set clear business objectives (detailing engagement levels), level of investment and 3 month rolling content plan for their social media activities and agree these with the Marketing Director and CEO.

• Have a risk and incident management plan (based on the Customer Complaints Guide). All online complaints should be handled by the member responsible for the channel.

• Each brand establishes a social media monitoring framework (either internally or with an agency), which monitors what is being said about the brand on the main social media platforms in the market.

• Each brand ensures that their website has measurement in place to measure social media traffic.

• Ensure that social networks are integrated with other forms of communication

EXPERIENCES

• Provide contact points in consumer expected platforms

• Utilise platforms for different content and tone of voice

• Monitor brand sentiment and to identify any positive or negative sentiment

• Provide lead generation

OBJECTIVE


CUSTOMER GOAL

• Engage with the brand on a platform that suits the customer

KPIs

• News Subscription

CFR MEASURE

Next Experience


Previous Experience

Question

https://www.facebook.com/

https://twitter.com/?lang=en

https://www.youtube.com/

https://www.linkedin.com/

https://iconnect.inchcape.com/documents/36808/115147/Media Communications and Social Media Policy Oct 2016.pdf/927a092d-b720-4d3a-a55f-f8ea9e3f73c8


Level one – My garage’ customer portal

Provide a secure log-in area where customers can create an account, save searches and view personalised content.

• Registrations

• Return visitors

• Retention of customers and using data to upsell to customer





• Stay focused and do less well

• Consider what OEM versions are available before developing one yourself

• N/A

• The customer should be able to access a simple account on the site , to enable them to update their details and register for exclusive offers and information

• Login should provide an enhanced browser experience such as personalised content, saved data and pre-filled forms

• The ‘My Garage’ system should be fully integrated with the brand/businesses’ CRM system

• Functional options available to ‘Prospects’ include:

• My Account: the key registered account details that can be updated

• View My Car: an area which should show the customer’s car or first car (if more than one car is registered)

• Appointments: snippet details of the next three appointments – customer can click through to a separate section for full details

• Saved Searches: icon of car and short details of car for last three saved searches - customer can click through to a separate section for full details

EXPERIENCES

• Provide customer data to deliver a more personalised experience

• Integrate with CRM system

• Provide the basis for marketing communication

• Present exclusive content to registered users

OBJECTIVE


CUSTOMER GOAL

• To have a better experience but having a personalised/saved login area

• Ease of service (warranty info, invoicing etc.)

KPIs

• N/A

CFR MEASURE



Question





Cross-platform availability (mobile first)

Staff biography pages

Retail centre location

Browser capability

Multi-language support

Security

Legal compliance

All sites need a CORE set or deliverables that ensures we maintain a strong

customer experience.

Level one – Cross-platform availability (mobile first)

Users will not differentiate between devices when choosing to visit our online properties, It is essential that we go beyond just having matching content on devices, but that our properties are correctly optimised for specific devices ensuring that our customers have an exceptional, seamless experience, regardless of which device they use. As standard we expect markets to have a mobile first approach to digital ensuring that the minimum engagement platform is catered for

• Device usage split and usage

• Goal completion





• Regular test your URLs

• Reduce the file size of images for both mobile and desktop

• Ensure that you have a mobile SEO strategy

• Measure device usage

• Test my site

• Best Practice

• Micro Moments

• All digital content must be “responsive design” – not separate URLS or redirected content

• Signal to Google (or equivalent) when a page is formatted for mobile

• Keep resources crawlable. Do not use robots.txt to block search engines

• Avoid common mistakes that frustrate mobile visitors, such as featuring unplayable videos (e.g., Flash video as the page’s significant content).

• Regularly test your sites using an mobile compatibility test achieving high 70%+ scores, dealing with issues and alerts

• All content (especially data entry) must be integrated. Customers expect their login to work on all platforms

• Geo location enabled web and mobile websites

• Phone numbers are clickable

EXPERIENCES

• Format friendly experience

• Extend browser time by extending the opportunities and formats that customers wish to use

• Meet customer expectations of device usage

OBJECTIVE

TOP TIPS GROUP UPDATES EXTERNAL RESOURCES

CUSTOMER GOAL

• I can browse the content I want on the device I want when it suits me

KPIs

• Devise (Desktop, Mobile, Table)

CFR MEASURE

Next Experience


Previous Experience

https://testmysite.thinkwithgoogle.com/

https://www.thinkwithgoogle.com/topics/create-better-mobile-user-experience.html

https://www.thinkwithgoogle.com/collections/micromoments-guide.html

Level one – Staff biography pages

Introduce our staff in a professional and friendly way to strengthen our relationships with our customers. It is essential that this information is kept up to date at all times.






• Aim to to make all pictures feel they are from the same company

• Use one central phone number/email address within the sales department of the dealership

• N/A

• Page(s) with mini-profiles of all key customer-facing management (for example, Sales Manager, Service Manager, General Manager, Used Car Manager or Parts Manager).

• Photos are professional in appearance, with staff wearing appropriate workwear and where necessary the correct logos being displayed

• Photos must be titled and optimised for search

• Clear links to direct contact points (email, phone, Twitter what ever is appropriate)

• Direct responses to customer communication must meet our corporate standards

EXPERIENCES

• Connect customers with the right person and department

• Break down any barriers and pain points regarding our staff

• Offer a ‘human’ point of contact

OBJECTIVE


CUSTOMER GOAL

• Connect me with the right person “who should I speak with?”, “who am I going to buy from?”

KPIs

• N/A

CFR MEASURE

Next Experience


Previous Experience

Level one – Retail Centre location

Customers can easily find where you are and how to get to you. This needs to be available cross platform.

• Number of dealer searches





• Test on a variety of devices

• Try and use location to find your business on a mobile

• Assign someone to own this standard

• Refresh regularly

• Google Places

• Best Practice

• Boost Sales

• Provision of a retail/service centre locator

• Locations are registered with market specific search engines and directories (e.g. Google Places)

• All data is 100% and clickable (such as phone numbers and contact email addresses)

• Minimum information to include company logo, name, address, phone number, opening hours, external photos of the site, location (map) and services available

• Geo enabled

EXPERIENCES

• Connect our customers with the dealership

• Ensure that our customers can make contact and travel to us accurately

OBJECTIVE


CUSTOMER GOAL

• Help me find you

• Show me if you are nearby

• Understand accurate logistical information

KPIs

• N/A

CFR MEASURE

Next Experience


Previous Experience

https://www.google.co.uk/business/go/?gmbsrc=uk-en_GB-ha-se-z-gmb-s-z-o~bk-66981782063-c&ppsrc=GMBS0&utm_campaign=uk-en_GB-ha-se-z-gmb-s-z-o~bk-66981782063-c&utm_source=gmb&utm_medium=ha&gclid=CK62hrebx9ECFQgq0wod3dcE_A

http://www.bullseyelocations.com/blog/store-locator-or-dealer-locator-best-practices

http://ecommerceconsulting.com/2014/01/boost-ecommerce-sales-store-location-finder.html

Level one – Browser capability

It is essential that our sites work seamlessly across different browsers both on desktop and mobile.

• NA





• Address key issue highlighted at https://validator.w3.org/

• Browser Trends

• DDA Compliance Please report your target to Alistair Adams by quarter before the end of Feb 2017se check market equivalent

• Website should be compatible with browser versions which cover 98% of users in the country. Please report your target to Alistair Adams by quarter before the end of Feb 2017se search for “browser penetration” in your market to understand the latest standards

• The browser compatibility for the website must also confirm to requirements arising from the Disability Discrimination Acts 1995 and 2005 (UK) and must be DDA compliant

• Any in car web access is compliant with AUTOMOTIVE AND WEB AT W3C

EXPERIENCES

• Ensure that a majority of customers can access our content and websites

• Avoid any sort of discrimination

OBJECTIVE


CUSTOMER GOAL

• Use my device and for me to be able to access the content I want to engage with regardless of browser and disability

KPIs

• n/a

CFR MEASURE

Next Experience


Previous Experience

https://www.w3counter.com/globalstats.php

http://www.legislation.gov.uk/ukpga/1995/50/contents

Level one – Multi-language support

Multi-language options, where necessary

• NA





• Focus on core market languages

• Tips

• Site pages provided for all relevant languages, including multi-language search compatibility

EXPERIENCE

• Ensure that a majority of customers can access our content and websites in their own language

OBJECTIVE


CUSTOMER GOAL

• Access content and information in my own language

KPIs

• N/A

CFR MEASURE

Next Experience


Previous Experience

https://webdesign.tutsplus.com/articles/tips-for-designing-and-building-a-multilingual-website--cms-24708

Level one – Security

All relevant security measures are in place to keep our customers safe on our websites

DIGITAL ASSET REGISTER

A register is collated of all the online live sites that are being delivered in the country/region to have an overview of the range of websites. For each site, the following should be identified & recorded:

• The business owner for the site - this role or function is the person who will define the content and operation of the site and perform user acceptance testing

• The domain name and who this is registered with, and the expiry date for the registration • Each site should be assessed for business risk in terms of content, type of data stored, number of visitors, transactions performed and

impact to the business if the site goes down. Risk analysis should also include impact should the site be hacked or defaced - not just the financial impact, but also the potential reputational damage

• This business risk assessment should be used to rank the websites in order of impact to the business to identify the top ranking digital assets that have the greatest need of a quality security system and comprehensive testing when being developed or changed

• The physical location of the server that hosts this website should be recorded and the team/organisation with responsibility for hosting this site is to be recorded

• This Digital Asset Register should be reviewed at least annually for completeness and consistency

SITE HOSTING SECURITY

For each site, the hosting partner (internal or external) must have the following in place:

• Ensure that the latest security patches are reviewed and applied to the infrastructure that delivers the hosting environment • Servers must be stored in a physically secure location with access restricted to authorised personnel in line with the iPOM Experiences • The servers must be protected by antivirus software with a process to ensure that the latest definitions are applied and active Strict firewall

rules must be used to protect the server environment • Services & ports not in use must be disabled • Virtual access to these servers must be restricted, and only available to authorised personnel • Ensure logging and auditing are turned on and regularly reviewed • A strong password policy must be adopted for these servers

SYSTEMS SECURITY

Websites should access data and services for operational systems via web Services/API’s and not via direct database access. Where internal systems access is required:

• All API traffic should go through appropriate web proxy located in the DMZ to avoid any network level access to our internal network from outside. Where many API’#s are used, markets should consider using an API gateway (e.g. Mashery, Apigee) to protect the internal systems from overload

• Website applications should only have system permissions appropriate to the application: the website should not be given permission access any admin functions in the system or database that could open an attack vector on our internal systems

EXPERIEINCES

PERSONAL DATA PROTECTION

Any site pages that display or collect personal/sensitive data must be encrypted using https If personal data is transmitted, it must be encrypted in transit if personal/sensitive data is stored within a database, the following standards must be adhered to:

• Databases used by websites must be protected by a firewall and accessed using by the methods outlined in the Database Security section of this Digital Security Experience

• Access to this data must only be to authorised users • Transfer of this data out of the database must be controlled and removable media must be encrypted (USB keys, laptops etc..) • Loss of this data or devices storing this data must be reported immediately • These standards must be adhered to even if using an external party to establish and operate an Inchcape website

PAYMENT PROCESSING

Payment processing should not be performed by the Inchcape website - a reputable 3rd party service should be used for this purpose; and this 3rd party will acknowledge successful payment processing and they will store the sensitive data in line with PCI compliance rules. An appropriate commercial agreement which has been validated by Legal Counsel must be in place with the 3rd party.

SITE DEVELOPMENT - CODING PRACTICES

Secure coding practices should be utilised when developing/building the websites:

• If external software partners are used they must adopt these practices as well as the in-house development teams • The latest Industry best practice on secure coding practice should be used as this is under constant review as new threats are identified • The following link identifies the top 10 security threats from a world organisation promoting secure coding practices (OWASP) Open Web

Application Security Project.

ENHANCED DATA PROTECTION • Customer access to all systems/databases that store sensitive or personal data should have two factor authentications implemented to

increase the security level for this system • Content management systems (CMS) that store our digital data should have two factor authentication implemented to increase the

security level for this system • Change and release management should be applied to the CMS to ensure that content is independently reviewed before being put

live to reduce the risk of publishing incorrect information • If any web services are provided by an external party then they should be audited to ISO 27001:2013 (or local equivalent) and will supply

on demand the latest audit report Change and release management should be applied to all software updates to ensure that changes are independently reviewed before being promoted to the live environment, following acceptance testing and signoff.

Next Experience


Previous Experience

https://storage.googleapis.com/google-code-archivedownloads/v2/code.google.com/owasptop10/OWASP Top 10 - 2013.pdf

Level one – Legal Compliance

All website are compliant with all relevant laws

HANDLING OF CUSTOMER DATA

• Take advice from local legal counsel on how local legislation impacts your use of customer data • Set internal policies for capturing and storing of customer data • Ensure capture and handling of customer data is compliant with all relevant privacy legislation in market: annually for completeness and

consistency • Create and embed necessary safeguards to establish policies to ensure customer data cannot be accidentally released,

stolen or used inappropriately to prevent negative publicity, even if this is not covered by legislation • Compliance with all applicable legislation for advertising and selling of vehicles, parts, accessories and ‘services’ online,

remotely and/or digitally • For example in the UK, you must include an email address, VAT number and details of any supervisory authority where

relevant (e.g. Financial Services Authority, Consumer Credit Act) • Obtain customer consent for using their contact information for marketing purposes; i.e. permission to market to them by post, SMS, email

or telephone • Regularly review legal advice to ensure that you remain compliant and review best practice to ensure that you achieve this in the most

efficient way

CUSTOMER CONSENT FOR USE OF COOKIES

Take legal advice on whether it is necessary to obtain customers’ consent to the use of cookies for your website based on the geographies served by it/that can access your website:

• Determine best practice in obtaining customer permission for use of cookies and implement best practice on all websites

INDUSTRY CODES OF CONDUCT

Compliance with all relevant industry codes of conduct:

• e.g. ‘Committee for Advertising Practice’ code in the UK, which now covers online marketing • Take legal advice as to whether you have any liability under this type of legislation even if the transaction is not completed online (e.g.

service bookings) • Consider any obligations when selling through third-party channels (for example. eBay, Amazon Marketplace

EXPERIEINCES

PROTECTION OF INTELLECTUAL PROPERTY

• Our intellectual property must be fully protected through use of copyright notices on all Inchcape/brand and OEM intellectual property:

• Denote trademarks (Inchcape or OEM) appropriately

• Use disclaimers where necessary

• Take care not to infringe others’ copyright

• Establish a policy for how different types of intellectual policy will be protected (copyright, trademark, etc..) and how this will be displayed on the website:

Next Experience


Previous Experience

DIGITAL EXPERIENCES RETAIL

Date post:	18-Dec-2021
Category:	Documents
Upload:	others
View:	6 times
Download:	0 times

Presentation title SUBTITLE HERE

Documents