The dealership, which bought 1,718 new and used automobiles final yr, has been working to fine-tune its messaging across the expertise.
It initially branded the software on its web site as a digital showroom however has since tweaked that method to encourage extra utilization. It is now listed within the new-vehicles menu as a “construct and value” software to draw prospects excited about shopping for a car, whereas the service and elements menu calls it “decorate your journey,” which is a message meant for individuals who have already got purchased a car.
Automobile configurators are widespread on producer web sites.
The normal method sees consumers construct and value a car on the automaker’s web site, the place they will 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 shoppers on the dealership’s web site for longer durations.
“Everyone knows that the extra time a buyer spends on our web site, the higher probability now we have of promoting them a automotive,” Thomas mentioned. “I do not assume 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 might not have in inventory.”