At a recent Radiocentre UK event Lucas Bergmans, the Brand Director of Cazoo, spoke about how radio helped Cazoo during this pandemic.
Cazoo is an online used car retailer startup that was founded in 2018 by Alex Chesterman, who also founded Zoopla and LoveFilm. Their mission is to transform the way people buy used cars in the UK.
Cazoo offers a large range of quality cars on their website – currently over 4,000. Every car on their site is refurbished and inspected to the highest standards before they are put up for sale. Customers can buy, finance or part exchange completely online and once they have made the transaction they can either have it delivered to their home or pick it up from one of their 17 customer centres across the UK in as little as 3 days. They even have a 7 day money back guarantee. Every car comes with a 90 day warranty and 90 day roadside assistance.
When the first lockdown hit in the UK all showrooms were closed by 23rd March, so Cazoo had to take time to understand what it meant for them and their business model. Gradually they resumed deliveries in April ensuring they could do so in a way that was COVID safe and contact free. They resumed advertising on radio in May and ramped up the frequency in June ensuring their message provided the reassurance consumers were looking for. Their main USP was home delivery so they made sure to include that all their handovers were ‘contact free’ and their endline in their advert was ‘the safer way to buy’ ensuring customers understood the work they’d done to be COVID compliant.
Cazoo also adapted their planning strategy. Previously their focus was on ‘drive time’ slots but without that morning and evening commute these dayparts were not necessarily a priority. Instead they looked at an ‘always on’ approach across all dayparts.
By June 2020 they were back to full operations as they had been before the lockdown. They ended 2020 with excellent results and attributed this success to their radio campaigns with over 10,000 cars sold and £150m+ in revenue.
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