In August, digital marketing solutions provider Search Optics launched a next generation Certified Pre-Owned (CPO) Tier 1 inventory platform for Jaguar Land Rover in the U.S.
Through two separate websites (used.jaguarusa.com and cpo.landroverusa.com) consumers can search for the specific vehicle of their choice via a platform that can supply dynamic data from several hundred JLR retail outlets across the U.S. in a fast, simple and engaging format.
Users are able to peruse thousands of listings complete with vehicle history information, pricing and photos to find the exact car or SUV they’re looking for.
Additionally, on October 14, the company also announced the Blueprint Platform by Search Optics, a truly responsive website platform tailored specifically to auto dealers and one that’s also optimized for mobile search. Put it all together and you begin to see that not only do these announcements signify a major milestone for Search Optics — they also represent the coming of a new era in terms of website search, function and scalability.
According to Allison Gillick, Senior Account Executive at Search Optics, the idea behind the new CPO inventory platform was to drive leads from the Tier 1 site to individual Jaguar and Land Rover retailers via a platform that was highly integrated. “The original tool, in our opinion, wasn’t optimized and didn’t highlight the dealer integration necessary to bring that tier 3 presence to the tier 1 level,” she says.
To build a platform that’s able to handle huge amounts of data and yet present it in a smooth, easy to use format is no easy task, especially for discerning luxury vehicle shoppers like Jaguar and Land Rover customers. Graham Line, Vice-President of Business Development at Search Optics, says it’s important to understand that when building a platform like this, every brand has its own unique value proposition — as a result the design of this CPO tier 1 inventory platform was cognizant of the fact that a Jaguar and Land Rover customer are entirely different.
Allison Gillick says that a prime objective with the CPO inventory platforms was to provide information and features most relevant to the intended audience. “Our data shows that on the Jaguar side, a priority is searching for vehicle colours — consumers are adding and changing colours once they are on the site. For the Land Rover site, it is different, with the model of vehicle being the primary search criteria.”
Using cloud-based software, the platform was also designed from the outset to significantly enhance calls to action and promote greater lead conversion compared with what’s currently available in the marketplace. In order to do that, speed and execution were equally important.
As a result, Gillick says that cutting down the number of steps involved from vehicle search to inventory listing was key. “We’ve been able to reduce the process from 6-8 steps down to
three.”
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To view the new CPO platforms visit: used.jaguarusa.com and cpo.landroverusa.com
