Case Study: Auto Trader strengthens value perception with The Behaviours Agency

Auto Trader turns a 3-page price rise letter into a 1-page value message with The Behaviours Agency

Auto Trader faced the challenge of convincing vehicle retailers that their premium-priced platform represented a good investment, particularly when communicating an annual price rise. To address dealer skepticism and strengthen value perception, they enlisted The Behaviours Agency to transform their key communication mechanic: a letter.

The Behaviours Agency applied behavioural science, transforming a three-page letter into a concise, one-page communication leveraging six specific biases like social proof and reciprocity. The result was a significant shift in customer behaviour from disgruntlement to gratitude. While the COVID-19 crisis prevented the tracking of success metrics, The Behaviours Agency successfully turned a difficult touchpoint into a positive brand-building experience for Auto Trader.

Auto Trader