Landmark Study Finds Engaged Online Auto Shoppers 2x More Likely to Buy

Until now, no one has been able to quantify the impact of merchandising engagement on actual auto purchases. Breakthrough research by SpinCar and Polk Automotive Solutions finally reveals the relationship between merchandising engagement levels and purchase rates, including the effect of digital merchandising tools on sales conversions.

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Digital
Merchandising

Impact Study

A partnership between SpinCar and Polk to
understand the relationship between online shopper
merchandising engagement and vehicle purchases.

A comprehensive analysis of:

Nearly

4M

Online Car Shoppers

More than

60K

Vehicle Purchases

From

200+

US Auto Dealers

Engaged Shoppers
are Seriously
more likely
to buy.

Sales conversions steadily increase with higher
levels of online merchandising engagement

Sales conversion graph

Highly engaged
shoppers
purchase at

2X

the rate of
unengaged
shoppers

Engagement with specific online merchandising tools correlates with serious sales conversions

How shoppers engage online is as important as how much they engage

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Car Photos

360 WalkAround

360° WalkArounds

Feature Tour

Feature Tour

F&I Merchandising

F&I Merchandising

Car callout

Shoppers who engage with specific merchandising tools demonstrate up to

134% HIGHER

conversions to sales than unengaged shoppers

Increase in sales conversion graph
Three people on their phones

automotive buyers demonstrate
serious online behaviors

Number of Merchandising Interactions on Dealer Website

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Non-Buyers

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Buyers who purchased from a competing dealership

Yellow legend box

Buyers who purchased from the dealership where merchandising engagement occurred

Top view of car
Number of merchandise interactions graph
Buyers
interact up to
5.3X more
than
non-buyers

Want to drive serious
sales? Get serious
about digital
merchandising.

The Road to Merchandising Success for Auto Dealers

STEP 1 – Perfect the basics

Ensure availability of high-quality car photos of 100% of inventory.

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STEP 2 – Add new merchandising tools

360° WalkArounds and Feature Tours create more opportunities for shopper engagement.

STEP 3 – Drive shoppers back to your website

Retarget likely buyers with personalized ad experiences powered by rich merchandising content.

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STEP 4 – Expand digital merchandising efforts beyond the web

Leverage data, content and technology to improve performance of your BDC, sales team and F&I office.

The findings are clear

A consumer’s likelihood to purchase is directly related to their engagement with digital merchandising tools on a dealer’s website. That’s why dealers around the world rely on SpinCar’s digital merchandising platform to engage and educate online shoppers. Contact us today to learn how you can get started on the road to digital merchandising success.

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