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A site more successful
Page 69
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Interactive websites are for teenagers keen to access consumer products and find out about the latest Big Brother inductees, not for selling trucks, right? Wrong, according to Hanbury Riverside...
The people with the purse strings in road haulage are the older generation, who are likely to claim ignorance of a video recorder let alone the potential of interactive websites.
Mobile phones that take pictures to be downloaded onto hard drives, then e-naailed to potential customers seem to be at the technological high-water mark as far as the used truck industry is concerned.
But Lee Smith, director of Hanbury Riverside, at West Thurrock, reports an impressive response to the firm's interactive website, which offers operators 90-second films of used vehicles for sale. This service has built confidence among Hanbury's client base. "It's given customers a lot more information, and given them a lot more confidence when they contact us; they are normally looking at the website when they call," adds Smith.
He admits the interactive website takes plenty of effort, but reckons customers appreciate the hard work. So much so that 35% of trucks are being bought unseen —something that was unimaginable before the website was relaunched six weeks ago.
Smith remarks that the quality of the short films isn't the greatest, but when potential customers arrive on site confidence in the product for sale is high. which makes it well worth the effort. • • Contact www.hanburyriverside.co.uk