Allen Scott is a highly experienced marketing professional in the UK’s multi-billion pound automotive retail sector. Under his direction, Snows Motor Group embraced a highly successful online sales strategy during the Covid-19 lockdowns. This digital-first approach was underscored by Snows earning top place in Reputation’s 2021 Auto Report, which ranks UK car retailers by online reputation. By way of context, 1,000 retailers and brands were involved, with analysis of five million customer-generated ratings and reviews.
Celebrating its 60 anniversary this year, Snows has 18 manufacturer brands, 50 franchised dealerships, three approved service centres, 12 multi-franchise used car centres and a standalone accident repair centre across southern England.
Allen, in his 7th year at the family-run company and now director of marketing, PR and communications, focused on an end-to-end online retail solution for customers during the pandemic and beyond.
Smartphone searches clearly pointed to a consumer appetite for digital searches and purchases; access to ‘traditional’ physical showrooms was no longer a hurdle in the minds of buyers. Key to Snows’ sales success has been a deep understanding of customer touch points and their needs in our rapidly evolving online world.
Given that there are 32.7 million cars registered in the UK, demand for digital-first can only grow as Gen Z, in their 20s, start their vehicle purchasing journeys.
Prior to Snows, Allen’s career included 23 years with Inchcape, with 113 retail centres.
At the heart of what Allen does in strategic thinking – defining, developing and delivering a forensic marketing strategy with practical solutions and significant returns on investment.