Successful Dealers Know the Dos and Don’ts of Digital Merchandising
With vehicle shopping preferences changing at the speed of light, dealers are turning to digital retail in hopes of reaching a greater audience of prospective customers. However, it can be tricky for those accustomed to traditional merchandising techniques.
As with any other online purchase, a customer needs to feel like he or she has all the details on a product before pulling the trigger. Dealers, therefore, must ensure they are merchandising used vehicles to create the same positive online buying experience in their own digital store (aka, their website).
Creating effective vehicle data pages (VDPs) is crucial. VDPs should be optimized for the digital buyer with thorough data and descriptions. Creatively implementing multimedia can make inventory more attractive and increase website traffic. Pictures and video are valuable assets in closing a deal, especially for long-distance shoppers.
Join DealerSocket’s Director of Product Management Aaron Schinke and Product Manager Eric Giroux for their Digital Dealer 21 educational session The Down & Dirty of Digital Retail. Explore best practices and the pitfalls of digital merchandising through real-world examples. Learn how to create a condition report for VDPs that includes the data and descriptions consumers are looking for. Discover novel ways to promote inventory through photography and video that gives your used vehicles a competitive edge.
When customers move at the speed of light, it is imperative you meet them at their destination.
Author: Aaron Schinke & Eric Giroux
Aaron Schinke is DealerSocket’s director of product management and is one of the automotive retail industry’s go-to resources for strategic guidance pertaining to SEO and SEM, as well as digital analytics and dealership website design. In his current role, Aaron leads development and oversees implementation of the organization’s product strategy for all digital and web solution offerings; he also manages solution integrations across DealerSocket’s fully integrated automotive technology platform, helping dealers drive profitability across all aspects of their business. Aaron holds a degree in marketing and advertising from the University of Northern Iowa and holds Google AdWords and Google Analytics certifications.
Eric Giroux began work in the automotive industry in 2010 as the director of marketing for a group of 11 car dealerships located in northeast Kansas. He fathered the most successful marketing campaign in the company’s then-35 year history — receiving national attention and helping the dealer group generate record-breaking sales. After two years of working for the dealer group, he left to pursue a personal web development endeavor full-time. That company continues to operate, employing a team in Kansas City. In late 2012, he joined DealerFire as an account manager, moving to product management when DealerSocket acquired DealerFire in early 2015. He is now responsible for the development of DealerFire’s new website platform, as well as a stand-alone website product initiative that integrates technologies across the various companies under the DealerSocket umbrella.