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The dealership, which offered 1,718 new and used autos final 12 months, has been working to fine-tune its messaging across the expertise.
It initially branded the instrument on its web site as a digital showroom however has since tweaked that strategy to encourage extra utilization. It is now listed within the new-vehicles menu as a “construct and value” instrument to draw prospects fascinated by shopping for a automobile, whereas the service and elements menu calls it “decorate your journey,” which is a message meant for individuals who have already got purchased a automobile.
Car configurators are widespread on producer web sites.
The standard strategy sees customers construct and value a automobile on the automaker’s web site, the place they’ll discover trims and choices for a selected nameplate after which get referred to sellers of their areas.
However Thomas sees worth in having a configurator that aids analysis and retains customers on the dealership’s web site for longer intervals.
“Everyone knows that the extra time a buyer spends on our web site, the higher likelihood now we have of promoting them a automobile,” Thomas stated. “I do not suppose we’re essentially attempting to compete with the producer, however when the shopper does make it to our web site, they do not have to depart our web site to have the ability to visualize one thing that we could not have in inventory.”
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