Almost half of UK used car dealerships are displaying inconsistent opening hours across their websites, search engines and map listings, according to research from automotive software provider Localise.
The company examined the online business information shown for 110 used car dealerships across Google, Apple Maps, Bing and each dealer’s own website. It found that 53 dealerships, or 48.2%, displayed conflicting opening times.
By comparison, 15 dealerships, representing 13.6% of the sample, had inaccurate address information. Opening-hours discrepancies were therefore more than three times as common as location errors.
Opening errors threaten footfall
Localise warned that inaccurate used car dealership opening hours could cost dealers showroom visits from customers who are already close to making a purchase.
Research from Google and Ipsos cited by the software company found that 86% of smartphone users conducting local searches look for operating hours during their buying journey. Almost half, at 47%, take further action within an hour.
Errors can occur when revised weekend schedules, bank holiday opening hours or appointment-only arrangements are updated on a dealership’s website but not across third-party search engines and map providers.
Information can also be changed by automated data collection systems or user-suggested edits without the dealer being aware.
Raphael Millin, director of Localise, said: “When a customer checks opening hours, they are usually at a critical stage in their buying journey – whether they’re planning a test drive, collecting a vehicle, or travelling across the country to view a forecourt.
“The critical issue is that buyers don’t blame Google or Apple Maps when the doors are locked. Instead, they hold the dealership directly accountable. By providing dealers with an automated solution to keep their data synchronised, we are helping them protect their brand reputation and convert local search traffic into direct physical sales.”
Localise launches listings tool
Localise has responded by launching a business listings module within its Customer Connect platform.
The system is designed to allow independent dealers and multi-dealership groups to manage, monitor and automate their online business information across Google and Apple Maps from one location.
The company said the issue becomes increasingly difficult for larger dealer groups because each dealership can have separate sales, aftersales and bank holiday opening arrangements.
A single inaccurate listing could result in a wasted journey for a customer, while inconsistencies across a larger dealer network could affect multiple dealerships and damage confidence in the wider brand.
Localise said synchronising core information could help dealers protect their reputations, improve local search visibility and reduce the risk of customers arriving when a showroom is closed.
The company advised dealers to regularly check that their opening hours, addresses and other business details remain consistent across dealership websites, search engines and map platforms.
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