T.C. Harrison Ford
Transforming the way customers engage with the traditional car dealership model
Improving the car buying experience for a large Ford dealer group
Giving power back to those in the driving seat
One of the largest and most established Ford dealer groups in the UK, T.C. Harrison has a rich history of serving customers for over 90 years. But the car retailing landscape has shifted and a digital-first approach meant that the dealership needed to overhaul its online offer to support a new generation of car buyers.
With increased competition from OEMs and user car specialists, T.C. Harrison sought to make its online retail and service offering a more finely tuned and intuitive experience to meet the demanding needs of the modern marketplace. Quba worked with the T.C. Harrison team to create a seamless, user-friendly online experience that guides customers through their journey from browsing to purchase.
Purchase time is happening outside the dealership
People don’t shop for cars the way they used to. Much more of the critical decision-making process happens online and many customers know exactly which car they want and how they’re going to finance it before they step into a dealership.
Facilitating a journey that buyers can experience at arms' reach was a key goal for the project, which resulted in a more flexible journey with convenient touchpoints where site users can reach out for assistance by booking an appointment or contacting the T.C. Harrison sales team via messaging apps.
"The work you guys have done already is amazing. The transition over was incredibly smooth. There's been some really useful and insightful planning sessions. It's a pleasure to come along to our catch up meetings."
A strategic roadmap
To deliver a better digital experience built on insight, we worked in close collaboration with the senior team at T.C. Harrison
- We analysed the landscape via a series of discovery workshops with team members across the business to understand the day-to-day challenges and pain points for customers.
- We built a frictionless experience using Umbraco as the ideal platform to combine both flexibility and integration with key dealer management systems such as servicing, finance and stock.
- We refined the user experience focusing on better search and filter features comparable to the big online retailers, making it more seamless and intuitive.
- We improved content management by making it quicker and simpler to sort and add new stock to the website.
The Bottom Line
T.C. Harrison is in a strong position to compete with the national online car retailers in a rapidly changing marketplace.
They are experiencing improved customer engagement and sales enquiries, but in addition, the new platform delivers:
- Flexible customer journeys; providing options to suit different customer buying needs around product queries, finance and test drive appointments.
- A fresh digital brand; that reflects a cutting-edge car retailer in tune with customer needs across the car buying spectrum.
- A scalable platform; that can accommodate changes from technical partners that will further enhance the car customer experience.
Let’s move you forward
Are your digital experiences holding you back in some way, or do you need to propel the business forward, quickly?
Get in touch
The Pensions Trust
Iterative improvement that leads to long term value
