California-based startup Roadster, which created digital storefronts on dealer sites enabling users to buy vehicles online, is broadening the scale of its platform.
Roadster’s Express Storefront can now be used on sites at the dealership group level through what the company calls the Express Marketplace. It had previously focused on delivering its storefronts on an individual, store-by-store basis.
With the groupwide option, online shoppers visiting a group site can browse inventory for every store on the roster in one location. Consumers can use it as a resource to cross-shop vehicles before buying. Then, once they've decided, shoppers can select a vehicle and transact on the spot. The vehicle detail page indicates which store the vehicle is coming from.
Roadster CEO Andy Moss said the group storefronts are useful for both small and large organizations. The research component of the group sites, he said, can keep shoppers from straying.
"A lot of this is about how do you keep a consumer on the dealer group site as opposed to going off to a third party to do that research," Moss told Automotive News. The group storefront option is being launched at the NADA Show.
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