Challenge
Lookers, one of the UK’s largest multi-franchise car dealer groups, had reached a critical turning point. Its digital performance was limited by reliance on a shared, one-size-fits-all platform used by competitors. This limited differentiation, restricted control over the roadmap, and resulted in high ongoing costs. Online growth had stagnated, and the experience did not reflect Lookers’ in-showroom strengths. The goal was clear – a digital revolution, not an evolution.
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Solution
Equator was engaged to lead an in-depth discovery and define a bespoke digital ecosystem that restored Lookers' control. The guiding concept was Effortless Intelligence – providing simplicity for customers and operational intelligence for the business.
- Conducted discovery across customers, staff, and senior stakeholders
- Defined a fully bespoke platform aligned to Lookers’ operating model
- Designed a personalised car-buying experience using Dynamics CRM data and Sitecore
- Built intelligent recommendation engines and behaviour-driven content
- Delivered a dedicated, cloud-based search platform using microservices
- Unified stock visibility across the entire Lookers Group
- Integrated CAP’s national vehicle register to unify new, used, and near-new vehicles.
- Enabled advanced component-based content with bespoke approval workflows
- Delivered persona-driven personalisation across journeys and pages
Results
Full ownership of digital roadmap, systems, and infrastructure
Improved flexibility and scalability across brands and franchises
Reduced reliance on third-party platforms and associated costs
Enhanced online experience that mirrors the personal showroom journey
Outcome
Lookers now operates a truly bespoke, customer-first digital platform that differentiates the brand in a crowded market. By regaining control of its digital ecosystem, Lookers has unlocked better performance, lowered costs, and established the groundwork for sustained growth in online conversion, enquiry volumes, and customer experience.