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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
Search Result Pages
SRPs
Vehicle Display PagesVDPs
VDP Conversions
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
VDPs are controlled by SRPs
We absolutely need to understand these new metrics
SRP Drive By Traffic=VDP “UP”=
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
Drive more SRPs
Placement
Price
Inventory
Convert more SRPs to VDPs
• Good thumbnail
• Photo bait
• Compelling Notes
• Right Price
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
Thank You
John GriffinVice President, Performance Management
AutoTrader Group Software [email protected]
1.630.267.5161
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