Consumers have become accustomed to brands delivering highly personalized shopping experiences online, and the automotive industry is no exception. To help dealerships meet this critical and growing consumer demand, Cox Automotive's media solutions brands have collaborated to enable a personalized customer experience that is integrated across all websites and pages, helping dealers deliver more relevant options that are informed by each car shopper's online behavior.
Dealer.com's new Website Experience Optimization represents a breakthrough for dealership websites. The product saves dealers time and money by deploying inventory and fixed ops marketing content, specials and assets automatically on the site, based on analyzing individual shopper behavior across Autotrader and Kelley Blue Book. The automated technology enables a consumer-friendly shopping experience that personalizes the content for car buyers in ways not previously possible. The technology is so advanced that this happens even on the customer's first visit to the website.
"The leading consumer sites have succeeded by creating a highly personalized customer experience that anticipates what they want, and consumers today are expecting that experience from every company," said Bob George, Senior Director of Website & Platform Products. "Our new integration will provide dealers with an essential asset to remain competitive amid the challenging sales outlook and evolving consumer preferences. Experience Optimization generally results in click through rates two to two and a half times higher on personalized content than on non-personalized content.1"
The Dealer.com Website Experience Optimization technology will be featured at the Driving Sales Executive Summit Innovation Cup Product Showcase in Las Vegas, October 22-24, 2017.
1 Dealer.com Homepage Personalization Test, August 2017