Birtley caravan specialist Geist is now really travelling

Mar 8 2010 by Karen Dent, The Journal

A NORTH East caravan specialist has secured customers from as far afield as Australia and New Zealand and trebled its staff numbers after changing its business model to sell straight to the public.

The Birtley-based company’s decision to switch from selling caravans and motorhomes via dealerships has boosted its workforce from four to 12.

The new approach also resulted in the move from a 16,000sq ft site in Follingsby to premises twice the size in Birtley and turned the company’s service centre in Lincoln into a second sales showroom.

Geist attracted a bigger customer based after linking up with Gateshead digital firm Industrial Strength to produce a website which allows visitors to browse and take virtual tours of new and used caravans and motor homes.

The technology allows them to watch video clips of the design and manufacturing process and to ‘build’ their own bespoke vehicle online.

The site also links viewers to the Geist network of service centres, the recently-launched owners club and a Facebook page introduced as part of its increased focus on online and social media marketing.

Industrial Strength managing director Richard Myers said: “The website’s built-in functionality means customers can watch industry reviews, search the range of vehicles and build a unique model that suits their needs, all without leaving their armchair.

“And they benefit from able to deal directly with Geist’s knowledgeable team rather than a non-specialist dealer and can save thousands of pounds into the bargain.”

Geist Direct director Patrick Carlin said: “It has played a massive part in helping us to expand the business, create new jobs in our sales and service departments in Birtley and Lincoln, and prompted a move to bigger premises so we can showcase a much larger range of vehicles.”