John, I know your customers appreciate all the extra hours you've spent with this transition and I know how hard you work. To be honest though your assessment on these points isn't exactly spot-on. The "push" data feeds are GREAT - so long as the partner updates the sites - too many consumer-facing sites won't accept real-time data feeds or utilize an API. They want to but have been slow to adopt. We've had an API available for 18 months for any partner wanting to use it - we've promoted it and marketed it to them as a win-win solution for all involved. Of course, there is no charge - it helps our customers. That's why we promote pushing inventory and photos throughout the day rather than just at night like so many competing companies do. The bottom line on data feeds is that the end-providers need to prioritize utilizing an API or real-time data!
I agree, but I was talking about the right here and right now. I want real-time for all, but who knows if and when it will happen. I confirmed that Dealer.com would update the site after a data feed was forced to them, so that is here and now. I also test the First in Class website and it recognized a data feed in 6 minutes or less, so that's here and now. The other websites that use HomeNet for the inventory pages, I'm guessing will have similar results. So HomeNet is making that happen now. I hear Inventory Management companies say, "We send them a data feed 4 times a day!" and I always ask, "How many of those data feeds are recognized?" You can send a million data feeds per day or hour and have only one recognized within a 24 hour period, so I guess it comes down to which Inventory Management Company gets their data feeds recognized more?
As far as the options are concerned, I've used Chrome, AutoData, DataOne and JATO. All of them have their plusses and minuses but bottom line is that OEM descriptions should be a dealer-by-dealer decision. I agree that most highline dealers would want descriptions just like the manufacturer, however using an OEM 20 word description to describe a seat belt harness or rear-seat reading lamp makes the important options get lost in the jumble.
I agree with you on some points, editing/removing some of the options are required, but I disagree with you about it’s only for highline dealers. Building value through great options is required for all dealers. All dealers compete for online shoppers regardless of highline dealer or not. I process BMWs at Ford dealers and Hyundai lots.
I like to think of Chrome Data's VIN decoder as a guide for me to work from. It informs me of options and packages available to a vehicle that I may or may not have know was available for that vehicle and it forces me to review the vehicle in greater detail and take pride in what I do because I'm part of the sales process. Your options are part of the Unique Sales Point that grabs online shopper's attention and motivates them to contact the dealership. With the right VIN decoder and setup, if you don't like an option(s), remove it. If an option is to long, shorten it or replace it with a generic option; such as Dual Front AirBags. I can remove and/or adjust any options that I decide are "fluff"; such as the examples you provided and more.
Dealers are adding pictures and more pictures and videos to online listings, and in the end, if your vehicle option list isn't "enriched" or builds value then it doesn't fully describe the vehicle's options, so you aren't helping to build value. You can photo the Rear Power Liftgate switch, but you can't mention it in the option list.
I think we'd all agree whether you use a data collection company or do it yourself, the optional equipment not obtained by an automatic VIN decode needs to be supplemented with the information that sells!
