Merchandising and marketing vehicles outside dealer’s DMA may offset cooldown in consumer demand
vAuto SnapLot 360, a leading auto inventory solution that provides 360-degree imaging, announced today an expanded offering with Autotrader’s Market Extension and Market Extension Essential products.
Autotrader’s Market Extension and Market Extension Essential products both allow dealers to list their vehicles in markets outside their physical location. Market Extension allows dealers to select markets outside theirs to show their listings; with Market Extension Essential, dealers can expand their radius (250, 500 and 1,000 miles) and their listings will show up in searches where results are limited, according to Autotrader data.
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This exclusive offering allows dealers to extend their online listings reach and add transparency to both non-local consumers and those who prefer not to visit the dealership. The collaborative solution delivers exterior and interior 360-degree spin views enhanced by customized hot spotting of key vehicle features.
With Kelley Blue Book reporting inventory shortages and sky-high vehicle prices that are deterring some car shoppers and dampening demand, virtual walkarounds have become popular and show effectiveness at grabbing consumers’ attention and boosting intent to buy.
“SnapLot 360 gives our customers a way to interact and connect with our inventory by seeing and experiencing desired vehicle features easily online,” said Robert Velez, digital manager at Liberty Auto City in Libertyville, Ill.
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360-degree spin images provide a complete view of the vehicle, while also highlighting unique and in-demand features, closely mirroring the experience of visiting a showroom. Research shows immersive imaging can level the playing field between traditional and online-only retailers by creating end-to-end benefits and service. 73% of shoppers surveyed are more likely to consider a vehicle not at a local dealership if it has a 360-degree spin view.1 And 82% believe 360-degree spin images are a necessity when evaluating vehicles online.2
“Dealerships have flocked to Autotrader’s Market Extension products as a means of expanding their shopper reach and capturing more sales opportunities and market share overall,” said Erin Lomax, VP of operations, Autotrader. “They have been consistent top-performers all year.”
“There is a natural synergy between vAuto SnapLot 360 and Autotrader Market Extension and Market Extension Essential offerings. The fully engaging spins provide the information needed to spur increased interest and demand from shoppers outside a dealer’s local market,” said Nathan Fox, senior director of merchandising solutions for vAuto. “Hot spot tagging specific attributes, such as alloy wheels, touchscreen displays, and engine variants help potential buyers beyond the local market buy with confidence.”
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