How Fords of Winsford uses reviews to build trust and drive brand reputation

Fords of Winsford has been the North West of England’s largest all-makes used car supermarket for over 50 years. Established in 1959, the company now has over 1,800 cars in stock, including 30 different makes, and countless models for sale across their 2 sites which are located in Winsford, Cheshire and Trafford, Manchester.

As a three-time winner of ‘What Car?’ magazine’s ‘Car Supermarket of the Year’ award, the company is a major online retailer of used cars, and remains a family-owned business. We spoke to Nathan Quayle, Group Marketing Manager, to learn how reviews have helped them bolster their digital presence.

Fords of Winsford has a strong advertising presence on TV and radio but were looking to improve their digital marketing. Over a year ago, the business decided to give online reviews a go and opt for a more customer-centric strategy.

Nathan Quayle, Group Marketing Manager at Fords of Winsford, explains:

“As a company, we looked at taking control of our online reputation and PR as we had a handful of reviews across a number of websites. We needed a central source of trustworthy, honest feedback we could both learn from and showcase to customers. We based our choice on the company with the largest brand name and greatest SEO presence – Trustpilot.”

To boost their brand reputation, Fords of Winsford came up with a two-phase plan.

Phase 1 was about growth, and consisted of building a healthy and honest score by collecting hundreds of reviews.
Phase 2 was all about boosting the business’s reputation, highlighting the company’s rating and sharing positive customer experiences.

Today, Fords of Winsford prides itself on managing its online reputation remarkably well with the help of Trustpilot.

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