The Next Generation of Vehicle Merchandising

Transcription

1 The Next Generation of Vehicle Merchandising

2 Welcome

3 Audience Par0cipa0on To reduce background noise, audience members have been muted. We encourage your ques9ons. Use the Ques9ons text box on the GoTo Webinar side panel. Webinar will be recorded and made available.

4 Who is Dominion Dealer Solu0ons? CRM Lead Management Business Development Equity Mining Websites Marketing Services SEO/SEM Direct Mail MultiChannel Mobile enewsletters Inventory Management Merchandising Analytics Dealer Specialties DominionDMX Dominion ACCESS Prime Reputation & Social Media Mgmt Cross- Sell Online service scheduling

5 Agenda Vehicle Merchandising: An Overview Importance of Live Video and Spin Car Technology The Next Genera9on of Market Intelligence Increasing consumer engagement with Next Gen Inventory

6 What is Vehicle Merchandising? The acquisi9on and dissemina9on of inventory, central to the success of every dealership.

7 Merchandising Ma;ers Inventory is the founda9on on which a dealership is built Effec9ve vehicle merchandising reaches tech- savvy, Internet- hungry, digital prospects and customers. Aggrega9ng inventory views from 3 rd party sites is vital. Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013

8 Targe0ng Today s Car Buyers 95% of online shoppers view a dealer s inventory before purchase In market car shoppers turn to 24 research touch points before visi9ng a dealership 72% of inventory search sessions involve cross- shopping makes, models and dealerships Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013

9 Poll Time How are you already u9lizing inventory merchandising in your dealership? A) Photos B) S9tch video C) Narra9ve comments D) Backgrounds

10 Inventory Merchandising Basics

11 Vehicle Photos Use real photos for new and used inventory Upload at least 15 photos per vehicle Photo overlays Image clipping and staging

12

13

14 Vehicle Comments Tell the story behind each vehicle Ad copy that consumers want Use automated commen9ng tools

15 Automa0c Comments vs. Manual or No Comments

16 Price Vehicles with prices listed are viewed 381% more than those without a price. Include price on ALL vehicles Vehicle pricing drives purchases Determine the best price per vehicle Source: EVOX

17 Next Genera0on Vehicle Merchandising How can I get more leads? How can I get more shows? How can I sell more cars?

18 Most Dealers Think They Need More Traffic But. How would a typical dealer react if someone walked into the showroom without being engaged by anyone at the dealership? IT HAPPENS OVER 500x A DAY ON THEIR WEBSITE How do you increase website engagement?

19 Vehicle Merchandising: Live Video

20 Why Live Video? Creates emo9onal connec9on with consumers Online video was 2013 s #1 format for encouraging automo9ve brand considera9on 49% of auto shoppers visited a dealership a`er watching a vehicle video Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013

21 Live Video Real Walk- around 360 Degree Video Lot Service Source: Internet Retailer 53% of consumers say watching product videos gave them more confidence in their purchase decision.

22 Live Video Sells

23 Merchandising With Spin Car SpinCar allows the consumer to control their shopping experience with virtual interac9ve 360 display Show off your actual inventory Tag special features on any vehicle, automa9cally Track what leads your consumer to buy or bounce with embedded analy9cs Create a consistent, responsive experience on any mobile device, capturing your customers where they are. hfp://sta9c.swipetospin.com/ /#example/ lowres

24 Spin Car 70% More 9me spent on site 25% Increased leads 27% Increase in VDP s9ckiness 30% Decrease in bounce rate

25 Spin Car On average, consumers interact with 360 WALKAROUNDS for up to twice as long as 2D photos and s0tched video

26 Automa0cally Tag Features 1. Get details above the fold 2. Click = higher engagement 3. Increase margins by promo9ng the value of your features 4. Track which features mafer

27 Industry Insights VDP s Based on an eight month study of 9 million VDPs, 125 million website visits, and 250 million online ac9ons, automo9ve consumer research conclusively shows that: Time spent on VDPs is the top indicator of online sales!

28 360 Spins Analy0cs Report

29 Spin Car Lead Intelligence Report Date Time 22AJulA14 16:12EDT Feature'Interests Priority Feature Clicks Time'Spent 1 Engine 12 1:24 2 Mileage 6 0:44 3 Trunk 3 0:25 4 Wheel& 1 0:04 5 Radio 1 0:02 Vehicle'Interests Priority VIN Clicks Time'Spent Submission&VIN wddgf8bb5cr :35 1 wdbsk7ba2bf :41 2 4jgbb8gb1ba :02 3 wddej9eb5ba :42 4 wddhf8jb1da :21 5 wddhf8jbxca :08 Dealership'Interests Priority URL Visits Time'Spent : : :22

30 Next Genera0on Inventory Management

31 Next Genera0on Market Data Market Intelligence made simple

32 Data Dashboard Create widgets of informa0on to show key metrics within the dashboard.

33 Widgets

34 Determine Best Selling Makes & Models

35 County Based Analysis

36 Use Heat Mapping

37 Adver0sing Decisions Market Mapping Where is the market growing? Where is the market shrinking?

38 Inventory Management My Dealership s Performance What are the best selling vehicle segments?

39 Who Is Buying The Paper? Easily iden9fy top lien holders in the market Does the dealer have rela9onships with the right lenders?

40 Dealer Performance Analysis Market share Pump ins Pump outs

41 Vehicle Makes Analysis Who is pumping in on your brand?

42 Cross- Sell Why Recap Use Market Data? Assists dealers in making be/er decisions Removes guesswork by using market specific data Helps dealers understand where and how the market has changed Helps understand where the market is going

43 Ac0vate Around The Data Historic Data Iden9fy compe9tors Recognize missed opportuni9es Seize future opportuni9es Who is conques9ng your market? Where are you losing market share? Where is your market growing?

44 Inventory Decisions What is really selling What to stock What to pay Where are your buyers

45 Key Takeaways Know who your real compe9tors are in the market Know what your compe9tors sell Know where your compe9tors are selling Know who is buying your compe9tors paper

46 Inventory Ac0vity and Guidance Un- biased snapshot of Inventory Ac0vity Search Result Pages Vehicle Details Page Leads by Channel Guidance Appraisal Pricing Sourcing Mobile

47 Inventory Ac0vity

48 Inventory Performers SRP VDP Leads

49

50

51 Ques0ons

52 Contact Us Bre; Nicholson: Featured Speaker Na9onal Director, Inventory Solu9ons (734) Dominion Dealer Solu9ons Next Month s Customer Webinar: Op0mizing the Consumer Mobile Experience to Increase Vehicle Sales Date: Thursday, April 23, 2015 Time: 2:00 3:00 PM EST