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.
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
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
Car Photos
360° WalkArounds
Feature Tour
F&I Merchandising
Shoppers who engage with specific merchandising tools demonstrate up to
134% HIGHER
conversions to sales than unengaged shoppers
automotive buyers demonstrate
serious online behaviors
Number of Merchandising Interactions on Dealer Website
Non-Buyers
Buyers who purchased from a competing dealership
Buyers who purchased from the dealership where merchandising engagement occurred
interact up to
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.
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.
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.