7 Game-Changing. Vehicle Merchandising Techniques to Engage More Customers. How to supercharge your inventory and blow past your competition

Transcription

1 Vehicle Merchandising Techniques to Engage 7 Game-Changing More Customers 1 How to supercharge your inventory and blow past your competition

2 It takes time, energy and effort for dealers to market to online customers, stay ahead of the competition and get more eyes on their dealership; specifically on their new and used inventory. Dealers looking to capitalize on all three often seek the services of a third-party provider to handle the technicalities of inventory management. Some dealers and vendors will tell you the key to successful inventory turn is in pricing and stocking decisions. While these data points are important to bring consumers to the table, it is important not to lose sight of the merchandising component. To reach today s tech savvy, Internet-hungry, digital prospects and customers, dealers need to refocus their efforts in two key areas - properly marketing their dealership and properly merchandising their inventory. Today s consumers are shopping online in increasingly greater numbers and demanding instant access to information about the products and services for which they are shopping. Car shoppers expect to find all the information they need to make a purchase decision before they arrive at the dealership. Technology has facilitated the speed and extent to which they can accomplish this, so that often by the time a consumer arrives at your dealership, they are prepared to make a final purchase decision NEW TRENDS IN CAR SHOPPING 80 PERCENT 23 PERCENT do so in conjunction with their desktop/laptop 19 PERCENT of tablet owners say they use their tablet to research and buy products. also use their mobile phone as a part of the process page 2

3 J.D. Power reports that 78% of consumers shop online for their new or used car. The more time you spend merchandising your inventory, the better chance you have to create value, stand out from the competition and ultimately get better results. How can dealers stay ahead of their competition and attract these shoppers? Successful dealers have developed a specific process to merchandise their new and used inventory. These processes and tactics have continued to evolve over the last decade. Merriam-Webster defines merchandising as: sales promotion as a comprehensive function including market research, develop of new products, coordination of manufacture and marketing and effective advertising and selling. SOURCE: J.D. Power 78% OF CONSUMERS SHOP ONLINE FOR A NEW OR USED CAR. For the purposes of this ebook, we are going to define Inventory merchandising as: the acquisition, preparation, organization and presentation of physical and digital vehicle inventory. Why is online vehicle inventory merchandising so important? Today, through the Internet, consumers have access to every vehicle available in your local market within a few clicks. If done effectively, physical and digital inventory merchandising can help dealers win the click, drive more vehicle detail pages (VDPs), drive more leads, drive more showroom traffic and ultimately drive more sales. With the right knowledge, strategy and execution, dealers can properly showcase their inventory and differentiate themselves from the competition. So, what are the key components to properly merchandise your inventory today? In order to be successful, dealers need to define a game plan to merchandise their vehicles and their dealership based on these seven easy-to-implement and low cost elements. 1 Window Stickers 2 Photos 3 Video 4 Comments 5 Pricing 6 Warranty and CPO 7 Reconditioning page 3

4 SOURCE: AutoTrader.com BETTER MERCHANDISING EQUALS BETTER RESULTS: Increase of 38% in vehicle detail page views Increase of 55% in vehicle detail page views per vehicle Increase of 98% in trackable activity Increase of 112% in trackable prospects Increase of 125% in total activity and prospects per vehicle In this ebook, we will teach you how to leverage the latest technology to differentiate your new and used vehicles from the competition. Consumers continue to quickly adopt the latest technology devices, and have altered their shopping behaviors to take advantage of the full functionality these devices provide. Today s instant access to all the information the Internet has to offer, at any time and from anywhere, has made it more challenging for dealers to stand out from the competition. Dealers will need to deploy new techniques to attract and interact with these consumers on their terms. We will expand on seven traditional inventory marketing techniques and show how taking time-tested techniques to the next level can provide dealers with a strong competitive advantage. This full-circle approach is guaranteed to help dealers capture the click, and drive more showroom results. These seven approaches are typical vehicle merchandising techniques used by dealers that can be implemented automatically by most inventory management systems. Dealers who really want to grab the attention of shoppers should employ the game-changing approaches that follow to build confidence and let consumers virtually test-drive the vehicle from their computer, tablet or handheld device. page 4

5 1 Traditional Technique: WINDOW STICKERS Game-Changing Approach: TAKE YOUR ON-LOT INVENTORY EXPERIENCE DIGITAL Make your window stickers actionable and track every view on or off the lot

6 Supercharge your window stickers with actionable content Full-color, dealer branded window stickers for both new and used inventory are a must. Did you know that custom color labels have been shown to hold a customer s attention 60 seconds longer? You can differentiate your dealership by including SMS codes, QR codes and third-party reports like CARFAX dynamic window labels. CARFAX dynamic window labels help build buyer confidence. Each label displays a mini-carfax report and is a great way to build trust with shoppers. Don t forget about the mobile experience. With a mobile-ready website and an actionable Quick Response (QR) code on the window label, shoppers are able to quickly call the dealership or view inventory and more. Keeping track of the scans on your vehicle QR codes lets you know which vehicles need your attention, i.e., a vehicle has lots of scans, but no test drives QR Codes can: Contain website address Link to a video Dial a phone number Send a text message Save a calendar event Serve as a business card... and more! A Dominion Dealer Solution s study shows an increasing number of dealers utilizing QR codes on window stickers. From April 2011 to August 2012, the number of dealers using QR codes increased by 900% (from 157 to 1619), with the number of hits per month averaging QR codes are ideal for lot shoppers and for off-hours. Shoppers can quickly get all the information they need with one scan including direct access to the dealership (one click to call) and connect to all digital marketing elements (photos, videos, pricing, comments, and more). page 6

7 Lunde s Peoria Volkswagen Improved Customer Engagement by combining Dominion Inventory with QR Code Merchandising Technology When Xavier Brizar came on board as Internet Director at Lunde s Peoria Volkswagen earlier this year, he recommended that the owners switch their inventory to Dominion s New Inventory Solution. A long-time advocate of Dominion Dealer Specialties inventory, Brizar knew that implementing Dominion s Inventory merchandising program, with a focus on QR codes, would make it easier for consumers to connect with his dealership and find inventory. Brizar implemented branded QR codes in a variety of ways, including adding them to vehicle window stickers and making them accessible through inventory images on the vehicle detail pages of their website. Lunde s Peoria Volkswagen began adding QR codes to used vehicle window stickers in April and recorded 6 scans that month. In June, the number of window sticker scans increased 82% with 33 scans. QR codes have helped us build trust with our customers and the result is higher call volumes and more Internet traffic. Xavier Brizar, Internet Director As one of the few dealers in our area to use QR codes, we have been able to more effectively engage with our more tech-savvy consumers, said Brizar. Dominion's Inventory Solution allows Peoria to automatically generate QR codes and attach them to vehicle images and vehicle window stickers. Since implementing inventory QR, Lunde s Peoria Volkswagen experienced an immediate lift in consumer engagement with an increase in sales of 20%. Brizar estimates that 42% of Lunde s Peoria Volkswagen s online customers view inventory on their mobile device and more than half use their mobile device while at the dealership as part of the vehicle purchase process. Brizar also added QR codes to his online and offline campaigns to track the effectiveness of his calls to action. Brizar found that customers access QR codes throughout the purchase process, scanning them from the website and then accessing the links later on their Smartphone to get directions, contact information and locate specific vehicles while on his lot. page 7

8 To increase their effectiveness, Lunde s Peoria Volkswagen educates customers on QR codes during the sales process, encouraging customers to download QR code scanners, scan their first QR code and capture the dealership s vehicle as well as dealership contact information. Personalized QR codes are one way Brizar brands his dealership and keeps the lines of communication open throughout the research and shopping process. In the first six months, visitors clicked on QR codes attached to 18 different vehicles with many of the vehicles generating multiple scans. Brizar attributes one sale a week directly to scanned QR codes. Through advertising, direct mail, online inventory and on-lot merchandising with window stickers, Lunde s Peoria Volkswagen continues to have success driving traffic, gaining consumer engagement, increasing showroom visits and selling cars. Dominion does a great job making it easy for us to implement. QR codes have helped us build trust with our customers and the result is higher call volumes and more Internet traffic, concluded Brizar. Lunde s Peoria Volkswagen 8801 W. Bell Road Peoria, AZ Learn More CLICK HERE page 8

9 2 Traditional Technique: STOCK VEHICLE PHOTOS Game-Changing Approach: ACTUAL PHOTOS OF ALL NEW AND USED VEHICLES ON THE LOT Utilizing actual photos for all in-stock vehicles will increase search results and entice shoppers to take action

10 Include 15 or more photos of each vehicle for the best exposure Buying a car is one of the biggest and most expensive purchases many consumers make, so your Internet ads need to entice shoppers to take action. Make sure you are capturing the best angles, vehicle details and options to help your inventory stand out from the competition. But how many photos is the right number? A Dominion Dealer Solution s study reports that the national average has steadily increased. We have continued to see increases in the number of photos increase by one per year. Five years ago, the national average for used vehicles was around 10 photos and the average for new vehicles was around 4 photos. Today, the national average has increased to 15.2 photos per used vehicle and around 8 photos for new vehicles. While the number of photos may depend on the make/model of vehicles in inventory, the fact remains dealers need to define a good strategy on what to feature and how to highlight the differentiating characteristics of each vehicle. At a minimum, each vehicle should include the top 13 shots exterior: 4 sides, 4 corners and interior: opened doors/trunk/hood, quality of seats and dash. Dealers who are interested in building confidence with consumers should consider capturing special options including third-row seating, sunroof, GPS, heated seats, premium wheels and more. SOURCE: Cars.com ADDING PHOTOS TO VEHICLE LISTING WILL INCREASE SEARCH RESULTS Stay focused on time to market. Timeliness of taking, posting and distributing photos is the key to capturing clicks and increasing exposure for your vehicles. According to a Cars.com 2010 Merchandising Effectiveness Analysis Study, adding photos to a vehicle listing will increase search results by 20%, double contacts and nearly triple vehicle details page views. The more photos the better. Used vehicles with more than 10 photos see the best results, with the ideal number of photos being 20. Take photos to the next level Photo branding include contact information, dealership logo; use standardized backgrounds (specific for your dealership, clip photos in a consistent way), Staging stage all vehicles in the same direction (think of your digital lot like the first row of your lot consistent, perfect and organized). page 10

11 But what about new vehicles? Believe it or not, stock photos for new vehicles do not drive clicks for dealers. It is important to make sure the consumer can feel the value of each vehicle on your lot. According to AutoTrader.com site research, dealers who add actual photos and prices to online new car listings see significant increase in activity. The AutoTrader research shows that dealers who merchandise their new car inventory online by adding real prices and actual photos of each new car drive significantly more traffic to their online vehicle details pages and generate more interaction with their listings than dealers who do not include this information. While many dealers use stock photos for new car inventory, listings with only stock photos didn't perform much better than listings with no photos at all, reinforcing the importance of taking actual photos of each new car. 74% of Vehicle shoppers likely to VISIT a dealership if website contains actual photos of in-stock vehicles 53% of Vehicle shoppers likely to BUY from a dealership if websites contains actual photos of in-stock vehicles page 11

12 New vehicle shoppers prefer real photos on the web The importance of real photos of new vehicles is also supported by a recent study from Kelley Blue Book, where 90% of new vehicle shoppers prefer to view actual online photos of vehicles currently on the dealer's lot, rather than stock photography of a vehicle they are interested in buying. When it comes to purchasing a used vehicle, viewing photos of the exact vehicle, its options, condition and mileage, help a potential buyer make a purchase decision. Unfortunately, most dealerships use stock photograph of new vehicles provided by the manufacturer to showcase current model-year vehicles. SOURCE: Kelly Market Research NEARLY 70% OF NEW VEHICLE SHOPPERS USE THE INTERNET FOR THEIR ESEARCH Kelley market research also reveals that nearly 70% of new vehicle shoppers are turning to the Internet for new vehicle research and almost half of these shoppers visit at least one dealership website during the research process. The information found on the dealer's website plays an important role in the purchase decision. In fact, 74% of vehicle shoppers say they are more likely to visit a dealership if they are able to view a photo of an actual vehicle currently available on the lot. Another 53% would be more likely to buy a particular vehicle from a dealership offering actual photos of in-stock vehicles. Drive more shoppers to your showroom with plenty of actual photos of all in-stock vehicle inventory. page 12

13 3 Traditional Technique: VEHICLE VIDEO Game-Changing Approach: 360 Live Video Deliver engaging content that drives search results

14 Deliver engaging video content Roughly 180 million people watch online video content monthly and the degree to which users engage the online video content has increased dramatically in the past year. In fact, on an average day, 30% more U.S. users watch video content compared to a year ago, with the average user spending more than 21 hours per month watching online videos, up 47%. The number of videos watched has also increased 20% to more than 200 per month. Daily, online video viewing jumped 23% to 6.4 minutes. (Source: ComScore Report) Ad spend shifts from more traditional channels to online video Advertisers are taking notice of the importance of online video and are shifting ad dollars to this medium, according to an emarketer survey. More than 66% of U.S. advertisers who responded to the survey, planned to shift at least a portion of their 2012 budget from TV to online video. Additionally, nearly one-third planned to shift 20% to 40% of their display budget to online. As online advertising matures, advertisers are becoming more confident in its capabilities. The majority now believe online video is equally or more effective than TV, and with good reason. Optimized websites with video are 53% more likely to appear on page one of Google, and vehicle shoppers are three times more likely to respond to a vehicle video than to pictures alone. VIDEO IMPACTS THE BUYING CYCLE MARKET FACTORS CONTRIBUTING TO INCREASED POPULARITY OF ONLINE VIDEO: > Smartphones > YouTube purchased by Google > Decrease in Flash website content as Google began indexing website video content > Explosion of video integration into social media platforms 66% OF VEHICLE SHOPPERS SAY THEY WOULD WATCH MORE VIDEO, IF IT WERE AVAILABLE 59% OF SHOPPERS SELECT A DEALERSHIP BASED ON THE FACT THAT THEY HAVE VIDEO ON THEIR WEBSITE 59% OF ONLINE SHOPPERS WATCH VIDEO 15% ACTUALLY MAKE A PURCHASE AFTER WATCHING A VIDEO page 14

15 Deliver engaging video content One way dealers have traditionally added video to their website is by stitching together a variety of vehicles photos, and adding a voice over. The resulting video is not a true video, but merely a compilation of photo stills with some fancy transitions and an audio track. While stitched video are effective, consumers and dealers are looking for a more engaging video experience are searching in greater numbers for live video. Live video, providing a true 360 view, gives online shoppers added confidence with the ability to virtually touch the vehicle. Live video also improves SEO and Google SERP ranking. Differentiate your dealership from the competition with live video that makes shoppers feel at home, comfortable with the vehicle and confident in your dealership. When it comes to video, dealers must define a good strategy on what to highlight to capture the best and most compelling features and options about a vehicle. page 15

16 4 Traditional Technique: VEHICLE DESCRIPTIONS Game-Changing Approach: STORYBUILDING Transform your vehicle descriptions into marketing descriptions by leveraging technology to automate compelling stories about your vehicles

17 Dealers need to ensure that every vehicle has a compelling and detailed story attached to it in order to draw the attention of online shoppers. Vehicle descriptions with rich verbiage, unique features, and third-party reviews will help your vehicles get noticed. You could handle the entire process in-house or work with an experienced technology partner to create customized, data driven content that grabs the attention of online shoppers automatically. Transform your vehicle descriptions to draw the attention of online shoppers For years, dealers have chosen to write vehicle stories in-house relying on the Internet department to develop engaging narrative content that not only tells a complete story but also provides action-oriented content. Unfortunately, dealers often run into a number of issues related to relying on employees to implement: Consistently developing relevant vehicle stories that engage consumers to take action i.e., submit a form, call the dealership, visit the showroom. Must rely on dealership personnel to write accurate descriptions (including grammar, spelling, etc), Time-consuming and expensive process 2009 Nissan Murano LE Take a look at this 2009 Nissan Murano LE! Want to save some money? Get the new look for the used price on this one-owner vehicle. This one's a keeper. It has a crash test safety rating of 4 stars. This model comes with a folding rear seat for extra trunk room. Start this car with the push of a button. Tinted windows let you travel discreetly. According to a review from New Car Test Drive, "Based on our test drive, we d have to say it s one of the best CVTs out there." Why not schedule your test drive today? Great Price On A White 2011 Ford F-150 Lariat How about this 2011 F-150 Lariat? This car had one previous owner - it doesn't get any better than that! We're offering a great deal on this one at $32,500.00, much better than the the $33, from the other guys. This vehicle is one of the safest you could buy. It earned a safety rating of 5 stars. This model comes with a folding rear seat for extra trunk room. No need to worry about faded or cracked seats - this vehicle's got tinted windows for ultimate protection. According to a review from New Car Test Drive, " As is often the case, the standardsize wheels produce better ride quality and less road noise than the 20- and 22-inch packages." Interested? Call today to schedule your test drive! Did you know that adding ad copy to a used-vehicle listing will result in a 50% lift in contacts? Use language with a strong call-to-action to catch the car shopper's attention. Incorporate keywords relevant to your vehicle that in-market shoppers frequently search for, including: new, low, call, special, sale, CARFAX, check, service, incentive financing, customer reputation, excellence, experience, family and quality. Quality and quantity matter when it comes to vehicle comments. According to the Cars.com 2010 merchandising effectiveness analysis study, adding five or more of these keywords will result in a 24% boost in contacts. Seller s notes and batch taglines drive incremental contacts once a consumer has clicked on the listing. Including both seller s notes and a batch tagline on a used vehicle listing will add at least 17% more contacts. Clearly, used vehicle listings with comments perform better than used vehicle listings with no ad copy. page 17

18 The best way to beat the competition and make sure your comments resonate with online shoppers is to leverage technology with an automated service that creates stories and narrative from raw inventory data. Resources that can be referenced include vehicle data, safety crash test data, vehicle history, number of owners, eligibility for title buy back, automotive reviews, awards and accolades, unique features and more. Comments should be designed to initiate a call-to-action, increase search results and clicks. One way to differentiate your merchandise and dealership is with robust and relevant content. Create more engaging stories and you create robust and relevant content. Always stay focused on time to market. If your vehicle is not on the Internet, it is not for sale. If it does not have detailed, compelling and informative comments, it is not ready for sale. Vehicle listings with comments perform better than listings with no ad copy. Dominion s proprietary Comments Engine AUTOMATICALLY GENERATED VEHICLE STORIES THAT DEEPEN ENGAGEMENT AND DRIVE RESULTS WITH ONLINE CUSTOMERS page 18

19 5 Traditional Technique: VEHICLE PRICING Game-Changing Approach: INCLUDE A PRICE ON EVERY USED VEHICLE LISTING Vehicle listings that include a price are viewed three times as much as listings with no price

20 Vehicle listings that include a price are viewed three times more often Accurately pricing used vehicles is a careful combination of art and science that must take historical results into account. You cannot rely on market information alone. Keep tabs on the current marketplace, i.e., the needs of customers, hot vehicles, market trends, customer searches, etc, by using a powerful inventory management system. Taking a look at what consumers are doing, what the market is doing, and what your store is doing are all important elements in the stocking and pricing decision equation. Dealers implement a variety of philosophies regarding pricing ranging from price everything the same, to vary prices according to lot, to don't include prices. Price: $22,230 Vehicles with a competitive price generate more than double the number of demos and contacts. Price: $16,631 Price: $20,811 Price trumps everything. Nothing is more influential to car shoppers than price. Used vehicles that list a price receive three times more search result impressions and vehicle details page views than those without a price listed and can provide 164% increase in contacts. Pricing competitively is just as important. Vehicles with a competitive price generate more than double the number of demos and contacts. Take a few minutes and search your listings what do you find? Chances are, if you have your consumer hat on you will become frustrated with some of the vehicle advertisements. Consumers are trained to gloss over the vehicles without prices. They typically know the basics about a car. What they want to know is the price. Take the guess work out of your vehicle listings--always provide a price or payment for the online shoppers. Dealers who leave this blank or ask shoppers to call for more information may be leaving cash on the table with their online shoppers. page 20

21 6 Traditional Technique: VEHICLE WARRANTY Game-Changing Approach: FULLY DISCLOSED AND SUPPORTED WARRANTY PROCESS Give customers peace of mind and build confidence in your dealership by providing a vehicle warranty that you stand behind on all eligible vehicles

22 Provide a vehicle warranty that you stand behind on all eligible vehicles Make vehicle warranties a priority. Let customers know that your dealership goes the extra step to provide vehicles with strong warranties. Some dealers invest little or no money in their used vehicles. Showcase, define and build value in the process. Transparency is the key. Train your sales associates and managers to outline and sell to this strength and value. Physically show the consumer all the ways your dealership takes pride in the warranty process and what you are really providing for each vehicle. Applying your vehicle warranty information to photo branding, window stickers and vehicle videos are just some of the ways to merchandise this value-added benefit. Publish and market your vehicle certified programs at each and every touchpoint. It is another characteristic that sets you and your inventory apart from the competition. If you put a warranty on your vehicles, make the commitment to stand behind it. Make sure to take the extra step to find out what warranty is left, and then advertise it. Be known for vehicles with strong warranties. Include a url link to the warranty for that vehicle and what is covered in every vehicle ad. page 22

23 7 Traditional Technique: VEHICLE RECONDITIONING Game-Changing Approach: DEFINE AND ADVERTISE YOUR VEHICLE RECONDITIONING PROGRAM Build value and credibility with quality vehicle reconditioning

24 Build value and credibility with quality vehicle reconditioning One way to differentiate yourself from your competition is to build, execute and market your vehicle reconditioning process. Be upfront, open and honest with your online shoppers about your dealership s reconditioning process. Itemize the details and costs you have put into each vehicle. Print or digitally send a record of this to each online or showroom shopper. A consumer s digital jacket can be full of details, such as recon record, vehicle history reports, appraisal summary and more. It s a great way to get in front of a consumer, build confidence and enhance relationship. Let customers know the extent of the reconditioning that you do for your vehicles prior to listing them for sale. Explain your reconditioning process and how adding 5% or $100 -$150/month buys them extra security, but also lowers future maintenance bills. Disclose everything you know about your vehicles. Your ultimate goal is to build honesty and trust with your shoppers. Trust and confidence will translate into test drives and sales. Tires Transmission Electrical Brakes page 24

25 Conclusion Over the years, dealers have used a variety of tried and true techniques for marketing their dealership and showcasing their inventory. These traditional techniques will continue to get traditional results. But to rise above the competition, dealers must refocus their efforts on properly marketing their dealership and properly merchandising their inventory. It s important to partner with an inventory provider that provides proven strategies and a plan for merchandising your inventory. Select a partner that can improve your online performance, increase speed to market and help to reduce cost by providing a single and complete inventory management solution. Today, inventory systems provide dealers with the simplification, flexibility and visibility required. Simplification - fewer vendors to manage. A single source that streamlines your inventory process and avoids gaps in using multiple providers. Visibility - ability to drill in and take immediate action for real-time marketplace pricing, stocking and marketing Flexibility access industry leading tools that can be customized to match your dealership s process. Make sure you partner with a vendor that can help you define and achieve your inventory syndication needs. Maximize your shelf-space with reputable sites such as GetAuto.com, AutoTrader.com, Craigslist.com, and ebaymotors.com. Experiment and utilize the inventory merchandising techniques that work for your dealership. Track and monitor ROI to help you determine the best inventory decisions for your lot. Utilize a strong and robust partner who can supply all the necessary merchandising tools for your dealership as well as syndicate your inventory in real-time from a single database less work for you, no duplicate work and streamlined process flow. By following the seven game-changing techniques outlined in this ebook, savvy and proactive dealers will rise to the top of the SEO rankings, gain more clicks and retain more customers. page 25

26 About Dominion Dominion Dealer Solutions helps car dealers attract, retain, and service customers for life. Dominion Dealer Solutions' marketing performance system includes: web-based customer relationship and lead management tools, inventory management analytics, reputation management solutions and both hosted and web-based dealer management systems (DMS). Additionally, Dominion provides custom lead generation and digital marketing tools including: websites, SEO, SEM, digital advertising, multi-channel marketing, specialized data aggregation, mobile apps and market reports. Every OEM and more than 60 percent of auto dealers nationwide utilize the Dominion Dealer Solutions' technologies to solve their marketing challenges. With Dominion Dealer Solutions, automotive dealerships truly can Have It All. For more information, visit our website, like us on Facebook, Pinterest or YouTube, or follow us on Twitter. Dominion Dealer Solutions is a division of Dominion Enterprises, a leading marketing services and publishing company serving the automotive, recreational and commercial vehicles, real estate, apartment rental, employment, parenting, travel, and daily deals industries. Headquartered in Norfolk, Va., with 3,300 employees in the United States Canada, England and Italy, the company provides a comprehensive suite of technology-based marketing solutions, more than 60 market-leading websites, and 280 magazines. For more information, visit Sources: J.D.Power AutoTrader.com site research Dominion Dealer Solutions internal study Kelley Blue Book market research emarketer Cars.com 2010 Merchandising Effectiveness Analysis Study page 26