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Chris K Leslie

Chris K Leslie Marketing

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The Problem With Dealer Discounts


as part of my job I make sure that our pricing across the World Wide Web is consistent and accurate. 

the problem though is that everyone seems to have their own way of displaying prices. More Specifically,  incentive based pricing. 

Most 3rd parties seemed to just opt out of having that as an option while our websites are pulling and displaying vin specific incentives on every unit.

this leads to price inequity on pretty much all of our inventory across the web. 

The only way to show a discounted price on a unit is to provide the 3rd party with a discounted price or a dealer discount. Which quickly becomes problematic due to not having options to properly disclose where the discount came from. 

If you’re like me and you manage your inventory and pricing from an inventory tool like homenet. Adding a dealer discount means that all of your exports are going to receive that discount including your site which would then be displaying both the discount and incentives. 

I am aware that I can adjust what prices go where in my exports with homenet but creating a complex matrix of sorts isn’t something I’m interested in managing.

Dealership inventory and pricing needs to be more consistent across the web. That means that pricing standards need to expand further than a simple dealer discount. 

I think it’s time for our vendor partners to take the initiative to structure their properties with the ability to display pricing more like dealer sites and include incentive information on the SRP and VDP’s.


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How much price inequity do you have? 

Would you like to see 3rd parties display incentive info in-line with inventory? 

 

 

 

 

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