As car buyers spend more time online and fewer days in-market,1 the pressure is mounting for dealers to deliver a more tailored and engaging shopping experience that separates them from the competition. But adapting to the needs of today’s informed and tech-savvy consumer is easier said than done. While 83% of dealers believe they can increase vehicle turn if they improve digital merchandising, only 12% think their online presence is highly differentiated.2
Marketers Predict Interactive Content Will Dominate The Future
To help dealers turn this industry-wide obstacle into an opportunity and drive greater engagement online, HomeNet Automotive will unveil a new targeted digital merchandising solution as well as several enhancements to its 360-degree capture technology at the National Automobile Dealers Association (NADA) convention in Las Vegas on Feb. 14-17, 2020.
“As vehicle sales are increasingly being won and lost online, having a digital merchandising approach that is engaging and targeted is only becoming more critical,” said Randy Kobat, senior vice president of inventory software at Cox Automotive. “With the latest innovations from HomeNet, we’re elevating the dealer-to-customer relationship dynamic by giving dealers the essential tools they need to create deeper connections with car buyers at every stage of the shopping journey, whether it be on a third-party advertising site or dealership page.”
