Use digital merchandising to move more cars

Devin Daly, CEO and co-founder of SpinCar, urged dealers to pay more attention to their digital showrooms during his closing keynote address at DealerTalkx 2017 in Calgary.

With consumers visiting only 1.2 dealerships before making a purchase and with 83 per cent buying at the first dealership they enter, the digital showroom is a key part of the selling equation. “We all know it, but it falls by the wayside,” he says.

The digital showroom gets almost 20 times more traffic than the physical one, and Daly urges dealers to make sure it looks good across all devices.

Daly shared some photography best practices:

  • get vehicles online fast to reduce missed opportunities;
  • shoot vehicles in a consistent format to convey professionalism; and
  • ensure value-added features are captured using dynamic photo prompts.

He also outlined some ways to enhance the user interface, such as ensuring vehicle details are above the fold and incorporating interactive tools that put the consumer in control. “These are the features that differentiate,” says Daly.

Daly recommends embedding information and displaying vehicle features in an interactive fashion.

“No one in today’s day and age reads; figure out how to display those features graphically,” he says.

An important part of the online merchandising process involves building accountability and establishing a clear reporting path, setting goals and measures against them, Daly notes.  

Daly also points to some merchandising and marketing trends to capitalize on, such as a virtual reality walkthrough of the new lineup, especially given Facebook’s preferential treatment of VR.

“Even people who don’t follow your dealership will be exposed to this content,” he says.

Organized by Kijiji, Canada’s largest online classifieds site, the theme of DealerTalkx 2017 is “Dealership of the future.” The Calgary, Alta. event is held Oct. 17, followed by an event in Toronto, Ont. Nov. 16.