Consumers are drowning with information online in their car buying journey. Learn what’s distracting your visitors, how to engage them and proven tactics to keep their attention. Download Storyboard
Interview from WhyBuyUsedCar.com [WBUC]
I see the paradigm shift within the used car industry more and more every day. The consumer behavior and activity is being noticed by new players within the industry - finally.
CarTango is a unique online venture with an extremely interesting concept: Social matchmaking targeting female automotive customers. The power of Web 2.0 is finally making its way to the automotive sector.
Talking with Daniel Osborne recently, CEO of CarTango, he enthusiastically shared his thoughts about his company and the industry. Automotive consumers deserve better ways to shop online - CarTango is making great strides by offering online shoppers, especially women, a creative approach to shop for the best used cars available.
WBUC: What was your driving motivation behind the launch of CarTango?
D.O: Creating a better car shopping experience for women. What we found is that by enhancing the consumer experience we were also providing dealerships with more opportunities to have better quality connections with buyers. The female demographic has been academically acknowledged by the automotive industry for years, but very little has been done to meet their unique needs. CarTango provides an innovative suite of tools designed around how women shop, and it also provides the industry the right context to connect and engage with them.
WBUC: How has the concept been received thus far?
D.O: The reception has been fantastic by both consumers and the industry. The Car Soulmate Survey has been a big hit for consumers. It is the part of our site that is receiving the most traffic. Female consumers are looking for a better shopping experience and car dealerships are looking for better ways to connect with them. We have been very pleased.
WBUC: What [other] trends do you see developing in the retail car industry?
D.O: The dealerships like AuctionDirectUSA that are not only adapting to the Internet trends but pioneering creative ways to use it are going to continue to be the most successful dealerships.
WBUC: What are your thoughts on major 3rd party channels being a little 'late to the party' with regards to not serving the retail customers' true needs?
D.O: They have positioned themselves as a barrier between consumers and dealerships. Although this position helps make them a significant amount of money, its a disservice to buyers and sellers. Under the current model, at the point where the buyer information is captured and sold to dealerships, the buyers know little or nothing about the dealership, and are often too far from making their buying decision, or even know what car is best suited for them.
Under the current model, sellers know little or nothing about the buyers and their relevant activities online, including what other vehicles they are looking at and where else they are shopping. This information is incredibly powerful, and is what CarTango provides to dealers.
WBUC: What else do you see on the horizon for CarTango.com?
D.O: We will continue to improve the female car shopping experience and create better opportunities for car dealerships to connect with them. The more options we offer to female consumers to help them feel comfortable with the car buying experience, the more qualified the leads will be for dealers. We also plan to ultimately invite private sellers to utilize the site; thus giving women car shoppers more options and giving another seller demographic some competitive advantages that are currently unavailable to them.
WBUC: Thanks Daniel...Best of luck!
Be sure to check out CarTango.com and have fun at the dance.