TRADER is sharing performance data, collected from 255 dealers using digital retailing on autoTRADER.ca, with the Canadian dealer community.
The digital retailing functionality is powered by the Motoinsight MotoCommerce platform, and allows consumers to build and complete transactions from autoTRADER.ca marketplace listings and dealer websites. TRADER pulled six months worth of data to demonstrate that dealers using the MotoCommerce functionality on their website experienced an 80 per cent growth in lead-to-sale conversion.
“Dealers utilizing the MotoCommerce software on their dealership website also have the ability to deploy the same functionality to their autoTRADER.ca marketplace listings, allowing them to provide nearly 10 million monthly marketplace shoppers with the ability to configure and complete transactions from a vehicle details page (VDP),” said TRADER in its news release.
The company also said that dealers with the “Buy Online” feature activated on their VDPs have observed a 12 per cent boost in views and 36 per cent increase in total leads compared to advertisers without the feature. It believes the consumer response points to a growing demand among Canadians doing more of the car-buying process online.
TRADER also said that an April survey of autoTRADER.ca marketplace users found that 41 per cent of consumers are interested in buying a car online, while 61 per cent would be interested in buying vehicle accessories online.
“Dealers using digital retailing have witnessed a significant increase in qualified traffic, enabling greater operational efficiencies through omni channel execution, and improvements to overall profitability and customer satisfaction,” said Matt Lawson, Vice-President, Dealer Software & OEM at TRADER Corporation.
Lawson said they want to empower dealers in Canada to reach “the most qualified in-market shoppers” and provide consumers with access to easily purchase a vehicle “with a click of a button.”
