Donalds accelerates with new website and corporate identity
- Credit: supplied
Mobile responsiveness, a new video channel and the opportunity to book a service online are some of the exciting features motorists can enjoy thanks to a new website launched by the Donalds Group.
Unveiled alongside a redesigned corporate identity, the new site – www.thedonaldsgroup.com – draws on the history of the group as well as embracing the fact that growing numbers of consumers now access the internet from a range of different devices.
Group marketing manager Benjamin Grant, the driving force behind the redesign, said: “Here at Donalds we’re very proud of our heritage as one of the region’s longest-serving motor suppliers, but we never stop looking to the future.
“As tablets and smartphones become increasingly popular, more customers than ever before are using the internet as their main way of interacting with businesses like ours, so we want to do our utmost to make that experience as informative and helpful, but also pleasant and entertaining, as possible.
“Meanwhile, for anyone looking for more information about the different brands of new cars we sell, our site acts as a portal through which customers can access our single-brand websites and find the up-to-date information they need.”
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Established in 1950 as a standalone garage in Peterborough, Donalds has grown into a group of eight franchises across four sites in Bury St Edmunds, Ipswich, Peterborough and Stamford, representing the Alfa Romeo, Kia, Mazda, Vauxhall and Volvo brands.
A unique feature of the website is the video channel DG:TV, or Donalds Group Television – a section devoted to video content including road tests, tutorials, demonstrations and adverts. This reflects current trends in the way customers use web content – surveys suggest that more than half say they are more confident about buying decisions after seeing video footage, while more than 90% of those who view mobile videos share them with others.
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The site’s responsive design allows the page to resize itself automatically to match the size of screen on which it’s viewed.
Other key features include a rolling banner on the home page, advertising latest offers as well as allowing any important ‘newsflash’ messages to be displayed. There’s also a large, vibrant and frequently updated news section, bringing the latest updates from the group, its manufacturers and the wider world of motoring and allowing customers to tell their own stories or publicise their events.
A three-step vehicle valuation form allows customers to upload details, including photographs, of their cars to obtain a speedy and fair trade-in value.
While embracing new technology, Donalds remains a ‘people’ business, so there is an opportunity to meet the teams at the group’s four sites.
“We’ve always been keen to engage with local motorists and build relationships that go far beyond that of simply supplier and customer. The new website is just our latest way of doing that, and we hope people will check it out and let us know what they think,” added Mr Grant.