turning cars into stars through online merchandising john griffin vice president performance...
TRANSCRIPT
![Page 1: Turning Cars into Stars Through Online Merchandising John Griffin Vice President Performance Management AutoTrader Group, Software Division](https://reader036.vdocument.in/reader036/viewer/2022062404/5519e0255503467a178b4753/html5/thumbnails/1.jpg)
Turning Cars into Stars Through Online
MerchandisingJohn Griffin
Vice President Performance ManagementAutoTrader Group, Software Division
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Mission: Deploy resources and expertise to attract customers.Most are online
Don’t automatically show up
Responsibility to attract them
The Case for Classified Advertising
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The Case for Classified Advertising
Used car shoppers look for the car first
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Used car shoppers look for the car first
and the “deal” second.
The Case for Classified Advertising
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Search Result Pages
SRPs
Vehicle Display PagesVDPs
VDP Conversions
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Manage what you “can’t
see”
Monitor SRPs and VDPs
Need for “pixel” proficiency
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What are SRPs?Search Results Pages
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What are VDPs?Vehicle Detail Pages
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VDPs are controlled by SRPs
We absolutely need to understand these new metrics
SRP Drive By Traffic=VDP “UP”=
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How many VDPs should we
have?
Are we on track MTD?
What is our conversion ratio?
Can we answer the most basic questions?
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Conversion Benchmarks
2.5%*from SRP to VDP
3.5%*from SRP to VDP
*These are estimates. Subject to market and site conditions.
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VDP is the Money Metric
10,000VDPs Sales
100=
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Dealers Control Their VDP Destiny
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Cars are like children.
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Each one is unique.
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SRPs
VDPs
Conversion
240
8
3%
560
10
1.8%
90
60
55%
Toyota Land Cruiser BMW Jeep Commander
Listening to Your Cars
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Tactics for turning your dealership into a VDP Factory
Generate more SRPs1There are 3 factors
Convert more SRPs to VDPs2There are 4 factors
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Drive more SRPs
Placement
Price
Inventory
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Convert more SRPs to VDPs
• Good thumbnail
• Photo bait
• Compelling Notes
• Right Price
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Vehicle Inventory Page
Make/Model
Days in Inventory
BodyPrice / % to
Market
MarketDay’s
Supply
AutoTraderCars
SRP VDP%
Conv.SRP VDP %
Conv.
2008 Toyota Land CruiserOdometer: 32,985
154D Sport
UtilityColor: White
$55,29397%
56 240 8 3% 295 10 3.5%
2002 BMW 540 Odometer: 103,722
154D Sedan
Color: Gray$11,500
98%82 560 10 1.8% 635 13 2.0%
2009 Jeep CommanderOdometer: 24,936
154D Sport
UtilityColor: White
$18,90099%
41 90 50 55% 75 38 50.7%
Your cars are talking,are you listening?
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Actually make it work
Profitability
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OCT NOV DEC JAN FEB
SRPs BY MONTH
VALUE MTD PROJECTION
SRPs 305,283 556,693
VDPs (#) 12,881 23,489
VDP (%) 4.2% -
Monitor SRPs and VDPs
500,000
400,000
300,000
200,000
100,000
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% of vehicles with unacceptable time to internet?
% of vehicles with no online price?
% of vehicles with incorrect prices?
% of vehicles that are not being published to all designated
sites?
% of vehicles without compelling descriptions?
% of vehicles without quality photos?
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Website# Online vs.# Missing
# Missing Price
# MissingDescription
# MissingPhoto
# InvalidOdometer
AutoTrader.com 96 / 8 4 13 19 4
Cars.com 94 / 10 44 22 23 4
Your Reynolds Site
74 / 30 41 11 7 74
CarLocate 53 / 51 31 8 12 0
Toyota 12 / 92 12 10 1 0
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Compac
t
Inte
rmed
iate
Luxury
Luxury
Hig
h
Luxury
Sport
Sport
Subcom
pact
Compac
t
Inte
rmed
iate
Large
Luxury
Class
ic
Large
Smal
l
Full Size
Smal
l0%
6%
24%
18%
12%
CAR SUV TRUCK VAN
Your DealershipYour Live Market
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Make/Model Year Unique Shoppers ListingsUnique Shoppers/
ListingScarcity Index
Average 36 310
Acura 3.2CL 2001 198 3 63.9 544
Acura 3.2CL 2003 89 1 89 759
Acura 3.2TL 2000 70 2 35.6 303
Acura 3.2TL 2002 186 6 30.2 257
Acura 3.2TL 2003 323 7 47.7 407
Acura 3.5 RL 2001 62 2 34.4 294
Acura 3.5 RL 2002 23 1 23 196
Acura 3.5 RL 2004 56 1 56 477
Acura Integra 2001 186 1 129.8 1,106
Acura MDX 2001 61 1 43.3 369
Acura MDX 2002 166 3 58.6 499
Acura MDX 2003 93 3 26.8 229
Acura MDX 2004 145 4 32.7 279
Acura MDX 2005 153 6 27.3 233
Acura MDX 2006 239 3 77.9 664
Acura MDX 2007 226 11 19.8 168
Acura MDX 2008 177 5 36.6 312
Acura MDX 2009 98 1 66.8 570
Acura MDX 2010 39 21 1.8 16
Acura RDX 2007 176 9 19.3 165
Acura RDX 2008 67 2 29.6 252
Acura RDX 2010 70 26 2.7 23
Acura RL 2000 17 1 17 145
Acura RL 2005 100 2 46.2 393
Acura RL 2006 132 4 33.6 286
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Thank You
John GriffinVice President, Performance Management
AutoTrader Group Software [email protected]
1.630.267.5161
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