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Jim Leman

Jim Leman Writing about dealer operations

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Wheel’s Auto to Announce CPO Merchandising Best Practices at Used Car Week

At the Used Car Week conference next month in Las Vegas, Wheel’s Automotive Dealer Supplies, Inc. will announce its line of CPO-specific visual marketing ideas for automobile dealers.

Wheel’s CPO-specific merchandising tools are designed and printed on demand specifically for OEM and third-party certified vehicle programs. Wheel’s is the expert in certified pre-owned merchandising and is partnered with 17 OEMs’ CPO programs.

The company’s CPO-centric merchandising solutions deliver crisp, OEM-like presentations of CPO inventory, whether on the lot, in the showroom or online that gives this unique inventory classification the desired new-car/high-value perception dealers want to convey to their markets.

“To be successful in this evolving CPO market, dealers are encouraged to adopt new tactics on how they merchandise and market today’s certified pre-owned inventory,” says Richard Ashworth, president of Wheel’s, North America’s most renowned experts in innovative marketing products for automotive retailers.

Ashworth and the Wheel’s team will discuss CPO merchandising, marketing strategies and product solutions at Used Car Week, Nov. 14-18 at Booth #210, at Las Vegas’ Red Rock Casino, Resort & Spa.

A reason that updated and specifically designed CPO-related signage and merchandising tactics carry more weight in CPO today is that CPO selling dynamics have changed so much, says Ed French of AutoProfit Automotive Consulting.

“It used to be any-old CPO sign on a car was enough to get eyeballs on it, but not today. CPO now has to stand on its own, with its unique identity and category between used and new cars, and must be marked and merchandised accordingly,” says the former Buick dealer and current member of the board of directors at TruWorth Auto, a used car superstore in Indianapolis, Indiana.  

Wheel’s CPO-defined merchandising products visually resemble OEM new-car signage, banners, point-of-sales showroom displays, lot flags and more. By duplicating and extending this crisp new-car signage look to CPO inventory, dealers help customers connect with CPOs’ unique quality and value.

“CPO inventory is not used cars,” Ashworth notes, “so dealers who use the right visual cues, attention-getters and marketing products create a crucial and vital distinction in buyers’ minds. Active CPO merchandising is much more than lipstick.” 

Several OEMs require their dealers use branded CPO-differentiated signage, point-of-sale displays, banners and windshield stickers. Their contracts with Wheels enable dealers of these OEMs to order CPO merchandising materials directly.

“Given the unique status that CPO vehicles fall under today – thanks to a great extent to OEM advertising – signage and point-of-sale materials for these vehicles need to be more polished and restrained,” says Ashworth. “This is the image our unique line of CPO-specific merchandising products conveys.”

To view Wheel’s line of distinctive CPO-focused showroom and lot merchandising and marketing products, visit Wheel’s at Used Car Week, Nov. 14-18, Booth #210, at Las Vegas’ Red Rock Casino, Resort & Spa. For more information, contact Renee Perri, Vice President of Corporate Division at 1-800-465-8831, Ext. 105 or www.wheelsauto.com

 

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