BURCHMORE RAISES THE BAR WITH ITS REBRANDED MEGACENTRES South Africa
One of South Africa’s leading used car dealerships and auctioneers, Burchmore’s, has undergone a complete makeover! The company has opted to change its branding across the country, giving its outlets a bold, fresh new look.
And the customers have given the rebranded outlets the thumbs up. “The feedback that we have received thus far has been overwhelmingly positive. Our investment is already paying dividends!” notes Darryl Jacobson, managing director of Burchmore’s.
According to Jacobson, the company is enjoying a successful year, thanks to the continued support of trade customers and a significant growth in the number of private buyers and sellers. “More and more buyers and sellers have come to realise that auctions offer one of the best methods of buying and selling vehicles.
And, when they decide to buy or sell on auction, Burchmore's is the obvious choice, in that it has become a recognised brand. Being part of Bidvest has also added huge credibility to our business," he explains.
From the seller’s point of view, Burchmore’s offers an invaluable service in that it converts a car into instant cash. Burchmore’s offers buyers a number of important advantages too. “Our cars can be bought with total peace of mind because buyers know that they are unencumbered. In addition, they are offered a huge selection.
Plus, of course, there is the important fact that Burchmore’s offers the used car buyer access to wholesale prices,” explains Jacobson.
Customers are in awe with the new branding, commenting saying that it looks extremely inviting. “Our clients have pointed out that no other motor dealership around the country has done this. The rebranding has seen a number of first-time visitors enter our megastores. We are also attracting more and more families and female customers,” says Jacobson.
Key to the success of the rebranding exercise was the decision to incorporate the use of people. “This is a people’s business – we have demonstrated this via the use of large and colourful photographs of people on all our stores’ facades,” Jacobson points out.
It is already paying dividends. “We are thrilled at the number of private buyers and sellers that are now entering our doors. Burchmore’s has long been recognised as an excellent option when it comes to disposing of a vehicle – the auction house is a popular choice for both companies and individuals.
However, we are a substantial increase in private sellers – and I am convinced that our rebranding has played a key role,” he notes.
The company focused on making the centres look as inviting and user-friendly as possible. “Some people still fear the auction process – they see it as intimidating. We aimed to counter this impression via the photographs of happy, contented clients.
We also offer clients the opportunity to buy a car off the floor from one of our professional salespeople seven days a week. The great news is that customers still enjoy wholesale prices! Naturally, trade-ins are welcome and finance is available on the spot,” Jacobson elaborates.
Burchmore’s Car Auctions sells and auctions vehicles from its auction centres in Johannesburg, Durban and Cape Town.