Guide to
Buying at Auction

Manheim Inc, one of Britain’s leading vehicle auction and remarketing companies, offering cars, vans, trucks, plant and motorbikes – needed help expanding from trade-only into the consumer market. In its move towards B2C sales, Manheim was steering consumers to register with them pre-auction, but failing to convert them into ‘sales’. Following thorough on-site research to understand the consumer experience, Severn rolled out an on and off-line customer education programme, including a ‘Guide to Buying at Auction’, the introduction of consumer sales advisors at auction to help sign-post throughout the process and at auction events, designed to teach consumers what to look out for, how to bid and so on.“The campaign was very well received, changing perceptions and empowering the consumer to feel confident in an environment that historically, as the preserve of the car dealer, felt intimidating,” says Severn Director, Sue Bown.

17 Guide to buying

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