Autotrader is introducing a ‘Reservation Request’ feature to its Deal Builder platform to give businesses even greater flexibility and control over their sales processes.
The move comes in response to feedback from retailers. Autotrader’s data shows that full reservations, which provide car buyers with the option to ‘reserve now’ with a fully refundable £99 fee, are the best performing enquiry on Autotrader. Some retailers have reported a conversion rate of over 80%.
Nathan Coe, Autotrader’s CEO, said: “We are wholly committed to working hand in hand with our retailer partners. We believe the best solutions are created through open collaboration and ongoing dialogue, which is why we’ll continue to seek feedback and refine our offerings.
“These enhancements to Deal Builder are a direct result of listening to our partners’ needs and ensuring our platform works for every business, regardless of size or set-up.
“We understand that the industry is always evolving, and so are we—we remain open and adaptable, ready to embrace change if required, so that together we can continue driving success for all.”
Requesting a reservation will enable retailers to benefit from high-intent digital buyers without requiring changes to their stock status.
Vehicles will not display a ‘Reservation in progress’ flag on the product page and requests will require a contact step between buyer and seller to agree on next steps, allowing the sale to progress without the need for a reservation.
Requests will show in Sales Hub and / or retailers’ systems as ‘additional buyer information’ and retailers will have the flexibility to choose whether they offer the full Autotrader reservation or the new Reservation Request.
The ‘Reservation in progress’ flag will be less prominent so vehicles continue to appear available for sale. Autotrader has also removed language indicating buyers can ‘secure the vehicle’.
Ahead of launch, Reservation Request will be refined and developed in close collaboration with retailers via the new, in-person Customer Advisory Groups.
