New Dynamic Inventory Retargeting From VinTarget Helps Auto Dealers Hang Onto Prospects Until They Buy. These days auto buyers usually spend a great deal of time researching cars online before finally making a decision. The days are largely gone when consumers would drive from dealership to dealership gathering information. Dealerships counter this trend by spending millions more on TV, newspaper,
radio, third party review sites, and their own flashy dealer sites – all in an effort to grab more prospects and convince them to come into the dealership and sit down with a sales person.But industry statistics tell a challenging story. Best estimates are only 2% of prospects who see a dealer’s site will eventually come in to buy a car or truck. That means all that expensive advertising to get buyers to the dealer site is largely a waste. To the rescue comes a new strategy and advanced technology called Dynamic Inventory Retargeting from VinTarget at www.VinTarget.com. This uses online tracking to follow a dealer’s prospects wherever they go online for a full 60 days.The technology serves up the dealer’s ads on prominent sites like K.B.B., Edmunds, Car and Driver, and NADA plus many more. The dealer’s ad is actually being shown by the buyer’s browser, but it looks like the ads are part of these well respected sites. The purpose is to constantly remind the buyer about the dealer. The system creates a custom ad that includes the dealer’s units the buyer showed interest in. If one of those cars has already sold, a similar auto takes its place in the ads.This works using advanced digital cookies. It even works on the extremely popular Safari browser that typically blocks cookies for the 50% of customers who research Safari on a smartphone. The hard statistics tell an impressive story. Retargeted customers are 4 times more likely to make contact with the dealer. They are 7 times more likely to purchase a vehicle. Safari users see a big 12% increase in conversion.In terms of monthly sales, this can be a major advantage. It also allows dealers to get far more value from their site and advertising. We believe VinTarget’s Dynamic Inventory Retargeting is on its way to being a must-have capability for every dealership.
