As you might have read in my last blog post KBB has released a very new KBB Classifieds product after AutoTrader bought KBB. Today I sat in on a webcast with Jared Rowe the President of KBB where they described there new classifieds services and where they planned on going with it. You can click HERE to view the slide show Jared used during the webcast.
KBB is still in the very beginning stages of getting a solid product put together but I think its going to play a large influence on a unique audience. One point he emphasized on was how they weren't looking to turn KBB into AutoTrader. With that being said they also included what could become a more commonly seen search algorithm. When trying to reach the consumer in the early stages of shopping for a car merchandising was what KBB is going to focus on for search results. So you want to be ahead of the curve on KBB, pay extra attention to your merchandising and show up higher on search results. In total Jared mentioned these elements that were used in the KBB search algorithm.
-Vehicle Features List
-Proximity to Zip
-Newly Posted Listings
-Vehicle Mileage Relative to Search Criteria
-Number of Photo's
-Quality of Seller Comments
-Video Included or Not
-Price Included or Not
This "Merchandise Heavy" is a new strategy but definitely much different then what AutoTrader does. It speaks well for the claims they aren't trying to turn KBB into AutoTrader and also works well to reach a new audience.
More importantly this makes me wonder how many other major or upcoming players online will start to follow an alike strategy on search? It is also a fantastic reminder of just how important merchandising already is. Having video, the most photo's, and great robust sellers comments should already be a focus but isn't normally looked at as help to get your vehicles higher on search results. Efficient merchandising, which is all pushed to KBB from AutoTrader automatically is going to be key for competing on KBB. How many other places online will follow in their footsteps?