Web management company GForces has been appointed to manage online tools and content for the dealer network of Nissan Motor GB, UK arm of the Japanese manufacturer.

GForces will launch and run web marketing tools, lead-tracking software and content compatible with smartphones, and the company’s NetDirector Auto will be the standard platform for 118 websites covering 225 Nissan dealerships, ranging from booking test drives and MOTs to purchasing parts and accessories.

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It will also include a finance calculator backed by RCI Financial Services, captive finance partner to both Nissan and Renault, and which has also launched the EDISON system in dealerships to aid the finance process.

The platform will allow Nissan to add or change features and content across its network while allowing the manufacturer to analyse the cost-effectiveness of marketing.

Moving figures

In a statement, the brand underlined the importance of making content available and readable for smartphone devices, reporting a 137% increase in mobile phone searches of retail websites and that 20% of all online searches were now conducted by mobile devices, according to Google.

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Similarly, Jamie Dixon, sales director at GForces, told delegates at the Finance & Leasing Association 2012 Used Car Seminar that 94% of consumers visit a website to research purchases and 71% use mobile technology to do so.

Recent surveys into car-buying habits have also shown the popularity of researching a purchase online before visiting a dealer or booking a test drive.

richard.brown@vrlfinancialnews.com