Autotrader will host a key session at next month's Automotive Management Live focusing on how understanding car buyers can help retailers turn insight into performance.

The UK’s leading automotive retail exhibition and seminar event is back at the NEC, Birmingham on November 12.

The automotive technology company’s session, titled “What do today’s buyers really want – and how can retailers use this to unlock performance?”, will be hosted by Marc Palmer, head of strategy and insight at Autotrader.

Palmer will be joined on stage at the Technology and Innovation Theatre by Peter Jones, Autotrader’s principal product lead, as well as Amanda Buckley, group CRM manager at Acorn Motor Group.

• Register now for your free ticket to Automotive Management Live 2025

Turning data into dealer advantage

In a market where most buyers complete the majority of their research online before visiting a dealership, the panel will explore how retailers can use data to improve conversion and customer experience.

Palmer said: “We know that identifying genuine buyers earlier can transform retailer efficiency.

“By understanding intent and engagement levels, dealers can focus time and energy on customers most likely to purchase.”

As well as why they believe access to rich consumer data is critical to driving sales performance, Buckley will share her experience on how this all works in practice at the dealership. 

 

This includes personalising the customer experience at every stage by using data on preferences, location and online behaviour to build stronger connections with prospects.

Jones highlighted the impact of smarter data tools on profitability: “When dealers can interpret and act on the right data, they can improve margins without sacrificing service levels.

“It is about using insight to deliver experiences that keep customers coming back.”

Buying Signals demonstration on stage 

Attendees will also see a demonstration of Buying Signals brought to life as part of the session, a new feature within Autotrader’s Deal Builder platform.

The tool gives retailers access to buyer intent and profile data, helping them tailor their responses to live deals and strengthen performance across their sales process.

• Automotive Management Live takes place on November 12 at Birmingham’s NEC. Register now for free to attend.