Less than a year after AutoTrader.com acquired Kelley Blue Book, the industry is beginning to see the results of how these two companies can complement each other through services. 

The companies revealed Wednesday that AutoTrader has brought its Trade-In Marketplace tool to Kbb.com, a move that can give subscribing dealers significantly greater exposure to online shoppers and perhaps the opportunity to acquire more used inventory to help alleviate pressing supply issues.

The Trade-In Marketplace is a tool that gives shoppers a guaranteed price for their trade-in, an amount  of money shoppers can eventually use toward buying a vehicle or simply take home in a check.

AutoTrader discovered in a recent study that the overlap between shoppers on its site and Kbb.com is only 20 percent. With the Trade-In Marketplace now being available on Kbb.com, subscribing dealers can potentially tap into a pool of 10 million additional online shoppers, officials indicated.

Moreover, close to 60 percent of these shoppers aim to get a value on their trade-in. Since the tool is integrated into Kbb.com, it is essentially “a next step that takes consumers from a trade-in value to an instant offer.”

And not only does this increase the chance of a sale for a dealer, it gives another avenue to get more used vehicles.

“We have always believed that the Trade-In Marketplace is truly revolutionary, and joining forces with Kelley Blue Book to bring this tool to kbb.com creates a win-win-win situation,” explained Brian Skutta, Trade-In Marketplace general manager for AutoTrader.

“For AutoTrader.com, we’re able to strengthen the value of the Trade-In Marketplace tool for our dealer customers and provide them access to a whole new segment of vehicle acquisition opportunities and in-market shoppers,” he continued.

“Kelley Blue Book is able to offer its users an additional valuation tool that complements its existing offerings, and consumers are able to get a comprehensive understanding of the value of their vehicles and have an instant offer that they can redeem at thousands of dealerships nationwide,” Skutta added.

The companies provided a step-by-step refresher on how the tool will work on Kbb.com:

1. As a shoppers valuates his vehicle on Kbb.com, the site provides a traditional range of values for his ride. The consumer has the option to get an instant offer.

2. If the shopper selects this option, then the Trade-In Marketplace kicks into gear. It will ask the shopper for additional information. These details would include options, upgrades, maintenance information and condition details like major repairs or accident damage.

3. Once that info has been entered, the tool will configure a price. The tool determines the price by considering historical transaction data across hundreds of thousands of vehicles as well as the most recent supply and demand data. The Trade-In Marketplace then provides a printable purchase offer, which the shopper can compare to the Kbb.com valuation.

4. After the offer has been printed, the shopper can visit a dealer. The dealer will conduct an inspection to verify the condition of the vehicle.

5. If the condition is verified, the dealer provides the shopper with a check for the offer amount. The consumer can choose then to either use that check in buying their next vehicle from the store or just walk away.

“For us, this was a logical connection to make between two of the most recognizable online automotive brands,” Skutta said. “Kelley Blue Book is a time-honored and unbiased resource for consumers to determine the market value of their vehicles, and the Trade-In Marketplace takes that process to the next level.”

Justin Yaros, executive vice president of Kbb.com, added: “Kelley Blue Book has partnered with AutoTrader.com’s Trade-In Marketplace to provide consumers with an easy way to trade in or sell their current vehicles

“In addition to Kelley Blue Book’s top-notch values, this new option provides consumers further peace of mind that they can get an actual offer online to trade in or sell their current cars quickly and easily,” he continued. “And best of all, that offer is backed 100 percent by AutoTrader.com.”

AutoTrader officials added that this move is "one of the first and most visible results" from the collaborations between the company and its subsidiaries. AutoTrader also purchased vAuto and HomeNet Automotive in the second half of 2010, in addition to KBB. Then, it bought VinSolutions in 2011.