Dennis Publishing

1. Nick Flood
Deputy MD, Digital
The Buyacar.co.uk Story
Dennis Publishing

2. WHO ARE DENNIS
£170m Revenue
£25m EBITDA
500+ Staff
35 Brands
1m Subscribers
30m Unique Users

3. AUTOMOTIVE CURRENT AFFAIRSTECHNOLOGY LIFESTYLE
OUR PILLARS

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. 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. CONTENT STRATEGY
Affiliate
Analytics
EcommerceCommercial
What’s it for?
Competitors
Brand
Keyword
research
CONTENT AT HEART OF BUSINESS

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. 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. 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

11. 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?

16. OLD TEAM

17. NEW TEAM

18. MARKETPLACE DEVELOPMENT
• Started with 8k cars, now over 55k
• Hired dealer acquisition expert
• Created a new car deals marketplace
• Margin enhancing products

19. • Content strategy: 200+ car
reviews and advice
• MVT testing
• Focus on key funnels
• Partnership development
• Building trust
• Speed
• Data insight
PRODUCT DEVELOPMENT

20. Diversifying revenue streams
LEVERAGING OUR MEDIA SITES

21. DEMOGRAPHICS OF USED BUYERS

22. 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

23. BUYACAR PERFORMANCE
+122% +181%
+57% +497%
DELIVERED USED CARS FINANCE REVENUE
UK UNIQUES WARRANTY SALES

24. 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”

25. 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

26. 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

27. 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

28. Revolutionising the way
people buy new and used
cars online