Cars.com has transformed the typical cur purchasing process into an easier experience, and they done this by taking ideas from dating sites like Tinder or Match.com.
Their new service, entitled "Matchmaking Experience" has started alongside a new marketing campaign called We Met on Cars.com.
“Americans love their cars—but they would rather go to the DMV, clean toilets, have an extended phone conversation with their mother-in-law and go to jury duty than shop for one,” the company stated.
This new service is backed by a proprietary machine-learning programming to assist in making the shopping experience more customized based on a customer's preferences. The business states they can create a more "personal and fun" experience by assisting customers as they sift through over 40 brands, 460 models, and thousands of options for their cars.
“We’re treating people like human beings with distinct emotional nuances, not just site users, as we build a more relevant, personalized car-shopping experience,” says Tony Zolla, Cars.com Chief Product Officer.
Customers can give their on 15 different preferences either on the Cars.com website of through their app. Cars.com then delivers up to 20 potential matches, using the inputted preferences and their own analysis. Customers can then either like or not like the recommendations, the chosen vehicles will then be delivered to the closest location.
This new campaign began in early August with several commercials airing on TV, the internet, and through social media. The marketing message is all about "How We Met" which presents typical car shopping concerns and what kind of interests most people would have when searching for their car.
“We’re rekindling the emotional connection that sometimes gets lost between the dream and the drive, and we’re injecting fun back into car shopping,” says Brooke Skinner Ricketts, Cars.com’s CMO.
“The Matchmaking Experience and new campaign differentiates our brand in a sea of sameness,” Skinner Ricketts says. “Cars.com is not brokering transactions—we’re creating relationships between people and dealers and people and cars.”
A pilot program of the Matchmaking Experience has already returned positive results. There was a 752% increase in new profiles, an 87% increase of return customers, a 225% in email leasers, and double the number of pages each customer went to on their site.
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