The Challenge
A multi-brand franchise dealership was losing leads to competitors with modern digital retailing. Their existing website from the corporate provider was generic, had no payment calculators, and funneled all leads through a single "Contact Us" form. Monthly website leads averaged 80.
The Solution
We built a custom website with full digital retailing capability outside the OEM template.
1. Vehicle-Level Digital Retailing Every vehicle detail page (VDP) included a payment calculator, trade-in estimator, credit pre-qualification, and "Start My Deal" workflow. Shoppers could structure their deal online.
2. Inventory Optimization Real-time DMS inventory sync with enhanced VDPs featuring 40+ photos per vehicle, window sticker overlay, vehicle history summary, and competitive price comparison data.
3. Service and Fixed Operations Online service scheduling with menu pricing, recall lookup, and maintenance reminders drove service lane traffic and customer retention.
Key Features Implemented
- Real-time DMS inventory integration
- Digital retailing on every VDP
- Payment calculator with rate scenarios
- Trade-in appraisal tool
- Credit pre-qualification form
- Enhanced VDPs with 40+ photo galleries
- Service scheduling with menu pricing
- Recall lookup tool
- SEO for make-model-city combinations
- Lead routing by department and source
The Results
Within 6 months:
- 75% increase in monthly website leads (80 to 140)
- 40% of leads engaged with digital retailing tools
- $400 higher average front-end gross on digital retail deals
- Service appointments up 30% from online scheduling
- Position 1-3 for 22 make-model-city search terms
Why It Worked
Car shoppers spend 14+ hours researching online before visiting a dealership. By giving them tools to structure their deal from home, the dealership attracted more serious buyers and shortened the in-store sales process. Customers who built their deal online arrived ready to buy.
Key Takeaway
Dealerships still using OEM template websites are losing leads to competitors who invest in digital retailing. Shoppers want to control their buying experience. The dealerships that enable that control online win the showroom visit.
Ready to modernize your dealership website? Contact us to discuss your project.