LotLinx has rolled out a digital marketing tool called VIN View Optimizer through which dealers can monitor marketplace engagement at the vehicle level.
In essence, this tool can help them figure out which cars are getting some looks online, and which ones aren’t so that they can redistribute ad spend as needed.
In its news release, LotLinx explained how the process works:
— Dealers allow LotLinx access to Google Analytics as well as vAuto SRP and vehicle description VDP activity.
— LotLinx then puts together an interactive, customized data set with details of VIN view sources.
— Through their personalized dashboards, dealers can see exact VIN view distribution from various traffic sources.
“We know that 95 percent of low-funnel shoppers are searching for cars online. For dealers, attracting those shoppers to the VDPs for in-stock inventory is key to selling that inventory faster,” Denise Chudy, LotLinx chief executive officer, said in a news release. “If a dealer is failing to optimize their VIN views, they are missing out on a huge opportunity to connect motivated shoppers with available vehicles and maximize ad spend in the process.”
LotLinx founder Len Short added: “We’re excited to give dealers the ability to fine-tune their advertising spend down to the individual vehicle level. With the ability to promote inventory that otherwise may be neglected, dealers can optimize their marketing strategy and maximize turn rates and margins.”