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Digiday Publishing Summit Europe nick flood buyacar deck final

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Dennis Publishing

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Digiday Publishing Summit Europe nick flood buyacar deck final

  1. 1. Nick Flood Deputy MD, Digital The Buyacar.co.uk Story Dennis Publishing
  2. 2. WHO ARE DENNIS £170m Revenue £25m EBITDA 500+ Staff 35 Brands 1m Subscribers 30m Unique Users
  3. 3. AUTOMOTIVE CURRENT AFFAIRSTECHNOLOGY LIFESTYLE OUR PILLARS
  4. 4. UK’S MOST SUCCESSFUL DIGITAL PUBLISHING MEDIA BUSINESS WE WON PPA DIGITAL PUBLISHER OF THE YEAR for 2014, 2015 & 2016 WE WON AOP DIGITAL PUBLISHER OF THE YEAR FOR 2014, 2016, 2018 HIGHLY COMMENDED 2015
  5. 5. FOCUSSED DIGITAL STRATEGY Driving revenue and profitable growth 01. BUILD Build audiences in key vertical markets 01 02 03 02. LAUNCH Launch new product 03. MONETISE Diversify revenue streams
  6. 6. CONTENT STRATEGY Affiliate Analytics EcommerceCommercial What’s it for? Competitors Brand Keyword research CONTENT AT HEART OF BUSINESS
  7. 7. Largeheadline Right click to replace image The market leading car purchase and finance platform that's revolutionising the way people buy a new or used car. WHAT IS IT?
  8. 8. HAPPY CUSTOMER BUYACAR: CUSTOMER EXPERIENCE 5 star experience…ticked all the boxes From exploring the vast array of car choices, to arranging my finance, to receiving my new car ... the staff at BuyaCar were extremely helpful, patient and informative . I was professionally advised at all times and completed the whole process with my new car delivered within 4 weeks. I couldn’t be happier. Cars are delivered to customers home CAR DELIVERED Vehicle is purchased JIT RISK TRANSFERRED Order is confirmed with the customer PURCHASE CONFIRMED Finance, part exchange, warranty etc is arranged ANCILLARIES ARRANGED BuyaCar places the order with the dealer STOCK RESERVED The customer’s order is taken with a deposit of £199 DEPOSIT TAKEN c. 50,000 vehicles BROWSE & SEARCH Agree deals with Franchised dealers STOCK UPLOADED Aftersales team to resolve any issues
  9. 9. SOPHUS 3 Analysis: AutoExpress and Carbuyer visitors are 74% more likely to configure a car on an OEM site, and 50% more likely to book a test drive than standard OEM traffic. WHY DID WE BUY IT? 21% of all UK online motoring spend is spent with Dennis THE POWER OF DENNIS CONTENT Dennis Automotive reaches 2 in 3 in-market car buyers 28% CAGR AVERAGE MONTHLY UNIQUE USERS
  10. 10. 17.5% 18.9% 2013 2017 ‘I would be confident in buying a car online…’ 35.5% ‘I remain wary of buying a car online without seeing it first’ ‘I wouldn’t buy a car without seeing it first’ 2013 2017 2013 2017 27.7% 54.8% 45.6% WHAT’S YOUR ATTITUDE TO BUYING A CAR ONLINE?
  11. 11. OLD TEAM
  12. 12. NEW TEAM
  13. 13. MARKETPLACE DEVELOPMENT • Started with 8k cars, now over 55k • Hired dealer acquisition expert • Created a new car deals marketplace • Margin enhancing products
  14. 14. • Content strategy: 200+ car reviews and advice • MVT testing • Focus on key funnels • Partnership development • Building trust • Speed • Data insight PRODUCT DEVELOPMENT
  15. 15. Diversifying revenue streams LEVERAGING OUR MEDIA SITES
  16. 16. DEMOGRAPHICS OF USED BUYERS
  17. 17. DRIVING USER INTERACTIONS 6,000 4,000 2,000 0 Jan 2016 Jul 2016 Jan 2017 Jul 2017 Jan 2018 Quotes used Finance apps 8,000 Jul 2018
  18. 18. BUYACAR PERFORMANCE +122% +181% +57% +497% DELIVERED USED CARS FINANCE REVENUE UK UNIQUES WARRANTY SALES
  19. 19. HAPPY CUSTOMERS “The Amazon of car buying. Basically if car buying is something you find a chore this company can do most of the work for you” “First time buying online – very impressed. All in all an excellent service & an enjoyable way to buy a car” “A++++ Service. The staff are so helpful and the aftercare service is just as efficient”
  20. 20. CUSTOMER ACQUISITION CONVERSION MARGIN Organic traffic Affiliates Above the line advertising Closer integrations Increasing stock Customer retention Platform/product changes Lead scoring Lead nurturing Reduction in cancellations Customer handling Improve finance commissions Improve costs and charges Selling Add-on products Selling on failed finance leads DRIVING THE SALES FUNNEL
  21. 21. A PIPELINE OF FURTHER OPPORTUNITIES Build Customer Retention Product License / Additional Regions Administer Own Warranty Product Provide Standalone Finance Bring Delivery In-House Expand Product Offering Launch New Car Offering
  22. 22. THE RESULTS Projected to make 40+% of Dennis’ total revenues in 2018 Total of £32m finance provided to consumers in 2018. 90% of all sales include finance Orders up 122% YoY £62m turnover in 2018 up from £400k in 2014
  23. 23. Revolutionising the way people buy new and used cars online

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