CARY, N.C. -
Dealer groups with multiple rooftops can give owners scale for certain efficiencies, but they sometimes present problems for potential buyers.
Roadster is trying to eliminate possible shopping issues so groups can turn metal quicker — and possibly for more gross profit — no matter which dealership might have a vehicle on its lot.
Roadster launched its new Express Marketplace solution for dealer groups in conjunction with NADA Show 2018 in Las Vegas last week.
Similar to Roadster's Express Storefront e-commerce platform launched in 2016, its new offering can allow dealers to put their entire car-buying process online but is specifically designed to meet the merchandising needs of dealer groups, in particular.
While Express Storefront is tailored for individual stores, Express Marketplace can give car shoppers access to a dealer group's full inventory so they can easily cross-shop across all the brands within a group.
“This allows dealer groups to have a fully commerce-enabled website for their dealer group so that they can pool their marketing dollars and drive efficiency through that site at the dealer group-level. And then have each piece of inventory go to the individual dealership when somebody is ready to transact,” explained Roadster chief marketing officer Michelle Denogean during a phone demo of the new solution for Auto Remarketing led by chief executive officer Andy Moss.
With Express Marketplace, dealers can merchandise all their inventory in one place and provide the same commerce capabilities across each vehicle.
The new platform's deal-building tools can allow customers to desk their own deal, then pick up where they left off on a dealer’s Express Storefront or physical location.
“Instead of being just for store X, Y and Z, this site is really aimed at the group where you can literally have inventory from across all 5, 10 and 30 brands — all in one place,” Moss said.
“This process is actually happening with the individual dealerships, but you’re initiating it from the actual dealer group site, providing a consistent experience across each of their stores that are a part of the dealer group.”
Moss explained that the platform is ideal for dealer groups that have 10 to 30 stores in a specific geographic location and want to offer consumers a modernized retail experience.
“The product is focused on the dealer groups because there's lots of groups that have close proximity to many of their stores and this gives them the opportunity to refocus their advertising efforts on a regional basis at the group level — as opposed to on a store-by-store case,” Moss explained.
“We see a lot of demand for that piece of it.”
Dealer groups can choose to show inventory within a particular area, or expand to reach consumers more broadly.
“It also works pretty well for the independent’s that want to provide commerce capabilities for their full inventory of used cars across all of their locations,” Moss added.
Five key retailing solutions provided by Express Marketplace include:
- Multiple payment options
- Easy trade valuation
- Service and protection plans
- Optional accessories store
- Secure credit application
Moss said, “Most dealerships are missing the opportunity to upsell accessories as part of the deal and in a very margin-constrained environment, every dollar makes a difference to whether that deal is profitable or not.”
As customers desk their deal, Express Marketplace can allow dealer groups to introduce them to a range of add-ons that they can purchase as part of their deal without overwhelming them.
“On the service and protection plan side, across the board, we’re hearing that the back-end gross associated with these types of transactions is better,” Moss explained. “It partly is because you get several bites at the apple for presenting products.”