Volkswagen has added a number of new functions to its website, all aimed at helping new and existing customers find the information they require to make the right purchasing decisions.
The additions include a new ‘ebay-style’ rating system for Volkswagen Retailers. This is visible when customers search for a retailer by town or postcode, and offers them a shortlist of five outlets, along with details of distance from the search area, services offered and contact details. They can also then clearly see a ‘Positive feedback’ score, showing the percentage of customers who would recommend this retailer for purchasing a new Volkswagen, plus details on the number of customer feedback scores on which this is based.
Marianne Nicholas, Relationship Marketing Manager at Volkswagen UK commented: ‘We thought long and hard about publicising these scores on the website but decided it was the right thing to do if we wanted to give customers a choice based on real information from other buyers’ experiences. The supplying retailer and service received are just as – if not more – important than the products our customers buy and we believe they should be able to make an informed choice.’
Another key addition to the site is the facility to book a test drive on-line, choosing the required model, retailer and time slot within the forthcoming two-week period. This again means customers are empowered to make decisions in their own time and from their own home, minimising inconvenience and maximising choice.
Customers interested in receiving updates on new products can also now sign up to Volkswagen World’s RSS feed and be among the first to hear about any new developments from the brand.
The Volkswagen UK website was completely relaunched in February this year with a new look and new functions, designed to make it more appealing and user-friendly to prospective customers, Volkswagen owners and general web browsers alike. It was built from scratch in response to demand from consumers and the changing way in which key buying decisions are now reached.
Nicholas added: ‘We are proud of the new site, and our research and tracking show it has been well received since launch. These new functions ensure we offer customers what they want and need, and of course we will be looking to develop the site and its range of features further in future.’Published 13 November 2008