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From: Jared Hamilton
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5 Reasons Our New Vehicle Merchandising SUCKS Online!

Lets go back 30 or 40 years when people actually would go from dealer to dealer looking for their brand new car. Imagine… You walk into the dealership, instead of a Sales Person presenting you a REAL, shiny truck, you are presented with a cardboard, cut out, replica! Does this make any sense? NO, either does our new vehicle merchandising strategy most dealer’s use today!

Lets just say 200 people a day visit your dealership website, we present them with CARTOON pictures of the new vehicle? These pictures are the exact same pictures that they can look at on the manufacture website or the dealer down the street, just one click away. Why should anyone go to YOUR website?

Here are 5 reasons we are sucking at merchandising our new vehicles online!

  1. No REAL pictures of New Vehicles
  2. No custom content/stories on New Vehicles.
  3. No CUSTOM walk around videos of New Vehicles.
  4. You don’t list proper “ALL IN PRICING” on your new vehicles.
  5. You haven’t hired someone to make sure the inventory is perfected online!

 

(If we don’t improve our strategy soon, search engines and customers will start paying much more attention to the dealerships that are merchandising properly. If that’s you already, CONGRATS!)

 

A few reasons why dealership’s won’t merchandise new vehicles online properly:

  • Resources: Spending money to hire a merchandiser is not in the budget.
  • Buy In: Management doesn’t believe merchandising will make any difference to leads, appointments or sales.
  • Old School Thinking: We’ve never done this, why do we need to now?
  • Knowledge: Let's merchandise our new vehicles properly, I wish we knew how!

 

Why is it we have no problem hiring a “lot jockey” to impress 10 people a day in the physical showroom, but 200 people visiting the website a day and we can’t hire an online merchandiser? Is it just me or is this a disconnect?

When new vehicle merchandising is executed properly with REAL pictures, custom stories and videos of your entire new vehicle inventory, you will experience the following:

  • Longer time on site.
  • Lead increase (300% in some cases!!!)
  • Huge improvements is search engine ranking.
  • Trust, Transparency, Value

 

Oh right, one last thing. Google considers these “cartoon new vehicle pictures” duplicate content. This will KILL your search rankings over time… Another reason we need to change our new vehicle inventory strategy!

Are you merchandising your new vehicles? It would be great if you could share your experience?

 

 

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