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The business wasn't a franchised dealership, nor was it a 'used car pitch'. Then again, it wasn't a traditional car supermarket. So, the first step we took was to define the business identity. We decided that Nottingham AutoPark should be seen as a place where customers could purchase nearly new vehicles, at amazing low prices coupled with truly helpful service. Over a period of time, the concept grew and this year we launched the brand "Just Like New".
As Derek Webb, General Sales Manager comments: "When Elaine first visited Nottingham AutoPark back in 2010 we were struggling as a dealership with our sales performance and this was not just due to the economic crisis going on. As an experienced Sales Manager I was a bit sceptical as to what idea's and knowledge she could bring to us. But after a couple of visits and meetings with Elaine I soon realized that Nottingham AutoPark didn't have any real identity or branding and there was much improvement to be done."
We then reviewed every customer communication to ensure it fitted the new branding in terms of visual layout and tone. In particular, we changed the Customer Satisfaction documentation to ensure it was simple, visually appealing and easy to complete. I believe it is essential that customers give you feedback and therefore we paid a lot of attention to getting this right.
In terms of display, we re-defined the layout, segmented the product, zoned the display areas and made strong use of bright point of sale to help customers locate products more easily. 
Derek Webb adds: "Working alongside Elaine we have become more focused on our customer service, our product knowledge and the presentation of our site. Now Nottingham AutoPark has become a brand which I am very proud of and thankful to be a part of."
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