The Challenge
Alexanders Prestige sells Ferraris, Aston Martins, Porsches and Range Rovers out of a heated indoor showroom just off the A1 in Boroughbridge. Individual cars are regularly £50,000 to £230,000 and beyond. The website they were selling them through looked like a classified ad site.
Enquiries were coming in faster than the floor could work them properly. A £180,000 buyer and a £50,000 buyer landed in the same inbox and got treated the same way. Walk-ins and phone leads were logged by hand. By the time a follow-up happened, the stock was gone or the buyer was.
Our Approach
We spent two weeks in the showroom before writing any code. Watched how enquiries turned into appointments, how salespeople paced follow-ups, where cars went from "hot" to "cold".
The pattern was always the same: the sale wasn't lost on price or on product. It was lost in the gaps. A voicemail that wasn't returned. A comparable car that wasn't suggested when the first one sold. A lead that sat for four days because nobody owned it.
The Solution
We rebuilt the website and the sales tooling as one connected platform.
Premium vehicle pages. Full photo galleries, complete spec, finance enquiry inline. Built so a £200,000 car looked like a £200,000 car, not a line in a PDF export.
Unified enquiry inbox. Website leads, phone enquiries logged by reception and walk-ins all landed in one place. Every enquiry had an owner, a timestamp, and a next step.
Stock cross-reference. When a buyer asked about a car that had already sold, the system suggested comparable stock automatically. Salespeople stopped losing buyers to "that one's gone".
Pipeline per salesperson. Enquiry → appointment → test drive → offer → sold or lost. Visible, shareable, owned.
Follow-up cadences that matched the spend. A £200,000 buyer isn't chased like a £20,000 one. The system spaced reminders to suit the car and the customer.
Reporting that actually answered questions. Conversion by salesperson, by source, by stock category. Management could see where leads were dropping before the monthly review, not after.
Automated stock feed. New arrivals appeared on the website the moment they hit inventory. No manual double-entry.
Results
Enquiry-to-sale conversion rose 42% in the first year. Average response time on inbound web leads dropped to roughly a third of what it had been — a serious buyer got a call back in minutes rather than hours.
The leak that used to hurt most — leads that died because nobody followed up — fell by 60%. Tens of millions of pounds of prestige stock moved through the platform every year.
What we shipped was the foundation Alexanders scaled on. The site and CRM have since been rebuilt in line with the brand's current "Unseen" positioning, but the shape of the sales process — unified inbox, owned pipeline, cross-referenced stock — came from this work.
"We'd outgrown the tooling we had. Enquiries were coming in faster than the team could work them properly, and the website wasn't doing the cars justice. Reshape rebuilt both — a site that made a £200,000 car look like one, and a CRM that fits how we actually sell."
— Andrew North, Co-founder, Alexanders Prestige