The classifieds product was built from scratch by an Edinburgh based agency that also built the host sites in 2012 and 2013.
Using the existing Practical Caravan and Practical Motorhome databases, potentially available for customer use in the future, the classifieds offer opportunities to boost both revenue and traffic onto the sites.
With over 74,000 monthly searches for ‘caravans for sale’ and more than 27,000 trawls for ‘motorhomes for sale’, it was clear that the sites needed to be ready to satisfy this voracious online appetite, say the publishers. Caravan and motorhome reviews from the sites are served contextually, to richen the user experience.
The solution is slick, easy-to-use, fully-responsive interfaces served to the combined monthly high-season audience of around 240,000 users. This minimum viable product launch went from initial scoping to delivered in just six months, on budget and on deadline.
This week’s soft launch previews a hard launch at the Motorhome and Caravan Show 2015 at the NEC Birmingham, which runs from 13-18th October.
At present, the MVP only supports dealer advert feeds, but the private classifieds platform is in development for a Phase II incorporation. From launch, classifieds are supported by Marquis, Britain’s biggest motorhome and caravan dealer, with more dealers set to be signed up at the NEC.
Alastair Clements, Group Editor, Practical Caravan and Practical Motorhome, said: “We’ve been promising our readers and advertisers a top classifieds site for years, but several aborted attempts have served only to frustrate them. Now, at last, we have a solution of which we can be truly proud.”
Tim Bulley, Group Director, Haymarket Specialist Media, said: “The new and used caravan and motorhome marketplace is hugely important to the business strategy of our brands, so I am absolutely delighted to see the launch of our two classifieds websites, especially as they’re such great-looking products.”
Kate Hannam, Publisher, Practical Caravan and Practical Motorhome, added: “Thanks to everyone involved with the launch of our online classifieds solution. Its fresh design and easy search functionality set us apart from our competitors and we are very excited to take this to market at the UK’s largest caravan and motorhome show next week – we are confident it will be extremely well received by both our clients and readers.”
Nigel Donnelly, Digital Product Manager, Practical Caravan, Practical Motorhome, Classic & Sports Car and Management Today, said: “We have delivered a market competitive classified advertising solution which is a vital piece of the Practical Caravan/Practical Motorhome digital jigsaw. They represent an important step towards getting sites which delight users and show us a way forward for the business. This is very much an MVP and we’ll be feverishly watching the numbers to iterate quickly, as well as boosting the number of caravans, motorhomes and users on the site.”
