Recognising excellence in digital automotive retailing

Date: 23rd June 2016   Venue: Banking Hall, EC3V 3ND

#ATClickAwards

Click Awards 2016

Now in their ninth year, the annual Auto Trader Click Awards have become the must-attend event in the digital retailing calendar. This year, twelve awards were up for grabs, with the presentation to winners made at the fabulous Grade II listed Banking Hall, in the heart of the City of London, on Thursday 23rd June.

Watch highlights of this year’s awards

What categories were involved?
It means more to us than any other award in the industry Neil Smith, Imperial Cars

This year, there were twelve awards at stake. From 'Digital Forecourt of the Year' to 'Data Driven Retailer of the Year', competition was tight.

Data Driven Award Categories

The following awards were determined from both extensive consumer research and analysis of over 160 million pieces of online data.

  • Best Retailer Digital Customer Experience
    - Franchise and Supermarkets

  • Best Manufacturer Digital Customer Experience
    - Manufacturers

  • Digital Forecourt of the Year
    - Franchise and Supermarkets


Data Driven Retailer of the Year

The most coveted award of the day, winners were determined based on areas such as consumer research and quality of online adverts. The decision was made by a panel of experts from leading digital companies including Amazon, Rightmove, LinkedIn, AOL and MEAT.

  • Data Driven Retailer of the Year
    - Supermarket

  • Data Driven Retailer of the Year
    - Franchise

  • Data Driven Retailer of the Year
    - Manufacturer


Self Nomination Award Categories

Winners were determined by a panel of experts from leading digital companies including Amazon, Rightmove, LinkedIn, AOL and MEAT.

  • Best Integrated Marketing Approach
    - Franchise and Supermarkets

  • Best Digital Initiative
    - Franchise and Supermarkets

  • Best Integrated Marketing Approach
    - Manufacturers


  • Best Digital Initiative
    - Manufacturers

  • Best Integrated Marketing Approach
    - Independents

  • Best Digital Initiative
    - Independents


The Award for...

Best Retailer Digital Customer Experience – Franchise and Supermarkets

And the winner is...

Spire Automotive

8,000 consumers were asked to rate 80 automotive retailer and OEM sites from the perspective of a selection of car buyers.  

Spire Automotive received one of the highest ratings for overall customer experience, and an above average score on trust and transparency, with every touch point on its site consistently delivering and meeting consumers’ expectations.

The Award for...

Best Manufacturer Digital Customer Experience – Manufacturers

And the winner is...

Audi

8,000 consumers were asked to rate 80 automotive retailer and OEM sites from the perspective of a selection of car buyers.  

The majority of consumers rated Audi’s onsite experience as largely ‘positive’, and gave an excellent rating on the ‘load speed.’ Quick loading websites perform better on every front: higher search ranking, superior user experience and better user engagement. They also deliver higher conversions and revenue.

The Award for...

Digital Forecourt of the Year – Franchise and Supermarkets

And the winner is...

Imperial Cars

Over 160 million data points were analysed to determine the very best digital forecourt from the worlds of both franchise and supermarkets.   

Imperial Cars had one of the highest rankings in ‘desirability’, as well as ad views, with a strong application of imagery and attention grabbers on Auto Trader’s website.

The Award for...

Data Driven Retailer of the Year - Supermarket

And the winner is...

Imperial Cars

The winner of this award had to demonstrate a holistic approach to digital marketing, an ethos that places the customer experience at the heart of their online strategy, and an integrated approach that embraces all aspects of today’s consumer journey in this digital world.    

Personalisation of content is quickly becoming a big trend in the digital sphere, and when consumers were asked ‘how much this website appeared to think about you when designing its site’, Imperial Cars received the highest rating across all automotive groups.

The Award for...

Data Driven Retailer of the Year - Franchise

And the winner is...

Arnold Clark

The winner of this award had to demonstrate a holistic approach to digital marketing, an ethos that places the customer experience at the heart of their online strategy, and an integrated approach that embraces all aspects of today’s consumer journey in this digital world.     

Amongst other high ratings, Arnold Clark had one of the highest ratings in the trust and transparency category - a stand-out result in one of the most challenging areas in which to succeed in.

The Award for...

Data Driven Retailer of the Year - Manufacturer

And the winner is...

Audi

The winner of this award had to demonstrate a holistic approach to digital marketing, an ethos that places the customer experience at the heart of their online strategy, and an integrated approach that embraces all aspects of today’s consumer journey in this digital world.      

Audi comfortably received the highest rating for consumer confidence across all automotive groups. In 2016, it has witnessed an explosive growth in social media presence with one of the highest levels of fan growth on Facebook.

The Award for...

Best Integrated Marketing Approach – Franchise and Supermarkets

And the winner is...

Arnold Clark

The winner of this award was determined by our panel of digital pioneers, who all understand the importance of an integrated approach that embraces all aspects of digital marketing.       

Having reorganised their team to work in a more agile manner, Arnold Clark’s approach was truly multichannel and consistently insight driven. It seems this company isn’t afraid to work smart, to fail fast and it’s clear they are one of the most forward thinking organisations in our industry.

The Award for...

Best Digital Initiative - Franchise and Supermarkets

And the winner is...

Renault Retail Group

The winner of this new award had to show how they embraced new technology, as well as prove a strong return on investment.     

Renault Retail Group took consumers through the purchase funnel with the most personalised and relevant web experience that the judges had seen from the sector. It was a customer-centric initiative that was not only clear, but it was also able to meet the expectations of today’s digitally-savvy shopper.

The Award for...

Best Integrated Marketing Approach - Manufacturers

And the winner is...

Fiat

The winner of this award was determined by our panel of digital pioneers, who all understand the importance of an integrated approach that embraces all aspects of digital marketing.    

Fiat had a very good grip on their audience with an impressive integrated campaign that was consistently deployed across all media.

The Award for...

Best Digital Initiative - Manufacturers

And the winner is...

BMW

The winner of this new award had to show how they embraced new technology, as well as prove a strong return on investment.     

BMW’s initiative was described by our judges as ‘phenomenal’ for consumers in the automotive industry. It has identified one of the biggest pain points for consumers – what is it? - and created an innovative way of delivering a seamless online to offline experience, combining the best of digital with the best of bricks and mortar.

The Award for...

Best Integrated Marketing Approach – Independents

And the winner is...

Georgesons Cars

The winner of this award was determined by our panel of digital pioneers, who all understand the importance of an integrated approach that embraces all aspects of digital marketing.     

Georgesons Cars have been trading for more than 60 years, yet are embracing technology more readily than ever. The initiative they submitted was well rounded, incorporating both content and SEO. There was a clear tone of voice with a concise marketing strategy to create something compelling and effective in equal measure.

The Award for...

Best Digital Initiative - Independents

And the winner is...

Mike Brewer Motors

The winner of this new award had to show how they embraced new technology, as well as prove a strong return on investment.     

The judging panel said Mike Brewer Motors’ use of data was nothing short of exceptional, putting it head and shoulders above the competition. They had a clear objective, where data and content were being used together to support sales and develop future strategy.

We always find the day really useful, to get an insight into where we need to be focused, moving forward Jamie Nash, Spire Automotive

The Click Awards Judges

Rightmove - Sarah Brown

Sarah joined Rightmove’s marketing team some 7 years ago as a Research Exec, before spotting an untapped opportunity with Social Media. After 3 ½ years of leading the Social Team, she finally hung up her gloves 18 months ago and is now responsible for the brand’s consumer-facing marketing activity.

Amazon - Dan Daly

Dan Daly is currently Snr Manager at Amazon, with responsibility for the sales and marketing of their hardware division (Kindle and Fire). Prior to this Dan has held several senior marketing roles for a range of UK digital brands including Auto Trader, lastminute.com and Virgin Media. His specialties include online and offline marketing, social media and branding

iProspect - Ben Sutherland

Ben joined iProspect’s executive team in January 2015. With experience across the entire customer journey from CRM through to Brand and Acquisition, Ben views himself as a business strategist first and a media practitioner second. His 15+ years in the industry have always focused on how to unlock data to make better and more meaningful connections between brands and their consumers.

LinkedIn - James Mooney

James has been involved with Digital Media and Marketing since 2000 and has experience working with automotive advertisers from a number of companies; most recently as EMEA Agency Lead at LinkedIn. His first car was a Golf and he currently drives a Disco.

MEAT - David Arkwright

David Arkwright is the Founding Partner of MEAT- a leading global brand consultancy which works with some of the world’s biggest and aspiring brands. During the last 10 years MEAT have worked with brands ranging from BP and Castrol, to Innocent, Grey Goose, Ferrero Rocher, Danone, GSK, Bacardi, Coca Cola and Kellogg’s.

Prior to this David was Vice President in Unilever, responsible for the global laundry business, where he created the ‘Dirt is Good’ idea.

AOL - James Hayr

I am head of Branded Content at Aol helping advertisers tell their brand story across The Huffington Post, msn, Aol sites, Xbox and our online TV and video publisher portfolio. Previous to Aol I had my own creative tech business and prior to that ran Creative Solutions divisions at Conde Nast, Emap, Hearst and Microsoft.

2016 Photo Gallery

Click below to see some of the highlights of the 2016 event, including javelin former world record holder Steve Backley OBE and all the winners at the fabulous Banking Hall.

Contact us to learn more
We’ve seen some really phenomenal entries this year Jon Quirk, Auto Trader

Contact Information

To learn more about the Auto Trader Click Awards, please contact your account manager or email events@autotrader.co.uk.

Best Retailer Digital Customer Experience

Entry to this award may come from group franchises and car supermarkets. The winner will be chosen from the perspective of the car buyer, through a combination of consumer research and an expert panel who will look closely at areas like website design, content and functionality. In addition the winner will have demonstrated an ability to be responsive to customer contacts through different channels and a willingness to go the extra mile for today’s digital car buyer.

Best Manufacturer Digital Customer Experience

Exclusively for manufacturer entries, the winner of this award will be chosen from a combination of consumer research and an expert panel of judges. In making the award, judges will turn the microscope on the car markers from the perspective of the customer. Is the website responsive? does it work on all the devices customers are using to research? does it have all the information a buyer needs to research their next new model? Finally, does the manufacturer walk the talk when it comes to responsiveness? Do contact channels encourage and facilitate the conversation with buyers with high expectations?

Best Integrated Marketing Campaign – Groups and Supers

Digital marketing is not just a question of having a great website. The best retailers understand the importance of an integrated approach that embraces all aspects of digital marketing – to deliver the most leads and strongest results for the business. SEO, PPC and social media are just some of the strings that, when woven together, form the strongest bows. Group franchises and car supermarkets are encouraged to self-nominate for this award. Nominations will open on the 20th April. The expert panel will consider entries and choose the retailer that best demonstrates excellence in this interdependent field.


Click here to nominate

Best Integrated Marketing Campaign - Manufacturers

61% of visitors to car franchises make no prior contact before arriving on a forecourt, armed with information and ready to buy. So the best car makers know that the work they have to do to drive buyers to their networks comes in the online space. That means a fully integrated digital marketing strategy that embraces SEO, re-targeting and PPC. Manufacturers that can demonstrate joined-up excellence in these areas are encouraged to apply. Entries will be judged by an expert panel of judges.


Click here to nominate

Digital Forecourt of the Year – Groups and Supers

The digital forecourt is the new high street showroom and retailers increasingly appreciate the importance of presenting a professional and attractive shop front to today’s online buyers. But it also means having the right cars for the right buyers. The winner of the digital forecourt of the year will host cars online that boast a high desirability rating, that are likely to sell quickly and that are priced closely to align with the live market. Auto Trader i-Control data will be used to determine the best from the worlds of the group franchise and from car supermarkets.

Best Digital Marketing Individual – Groups, Supers and Manufacturers

This year Auto Trader will make a very special award to recognise an individual working for a car manufacturer, supermarket or franchised dealer who lives and breathes digital marketing. The winner will demonstrate an ability to find solutions, embrace technology or develop innovations that help their company win in the digital space. Entry is by self-nomination and will be judged by the expert panel.


Click here to nominate

Franchise of the Year

One of the three biggest awards of the day, the Click Award for franchise of the year will be based on a combination of consumer research, self nomination and expert panel decision. It will be made to the franchise that stands above all others in the digital marketing space. An excellent website, integrated marketing strategy, demonstration of use of social media, all are factors to be considered by judges.

Supermarket of the Year

The car supermarket of the year award is highly prized within this fast-paced and rewarding sector of the retail motor industry. Like the franchise award, the Click gong will be based on a combination of consumer research, self nomination and expert panel decision. Excellence in website design and presentation, an integrated marketing mix and use of social media will all be considered as part of the judging process.

Manufacturer of the Year

For car makers, the manufacturer of the year award is an accolade that sits alongside the very best awards the industry has to offer. The winner will need to have demonstrated a holistic approach to digital marketing, an ethos that places the customer experience at the heart of their online strategy and an integrated approach that embraces all aspects of the 21st century, online customer journey. A combination of consumer research, self nomination and expert panel decision will drive the decision to make this award.