- Oct 15, 2014
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Nailed it.
I put six years of personal time into it. Where do I sign up?
Online Shopping to Online Buying
- Thread starter Jewanski
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Nailed it.
I put six years of personal time into it. Where do I sign up?
- Apr 7, 2009
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- Oct 15, 2014
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Someone please call Penske an idiot: http://www.autonews.com/article/201...5/penske-rolls-out-online-shopping-across-u-s
- Apr 7, 2009
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Craig,
ask yourself D.I.S.C.? (Does It Sell Cars)
Another way to DISC, try this:
Question: Were the shoppers frustrations solved?
ask yourself D.I.S.C.? (Does It Sell Cars)
Another way to DISC, try this:
- Read this frustrated car shopper story http://forum.dealerrefresh.com/threads/uncle-joes-make-over-diary.1683/page-38#post-42543
- Then re-read the Penske PR.
- Then match the shopper's high-level frustrations with Penske's high-level solutions.
Question: Were the shoppers frustrations solved?
- If yes, how.
- If not, why not.
Unless I went to a dealer that doesn't have the newest "Penske Tech" (http://www.kearnymesatoyota.com), they haven't done anything new. They simply purchased Dealertrack's Digital Retailing.
For those unfamiliar, DT's widget allows a shopper to estimate payment options, get pre-qualified with a form that requires a SSN, and get a trade value powered by Blackbook. The estimate payment options part has a nice interface. The pre-qualification is out dated in that there are many other tools that will use a soft credit pull. I'm not a fan of Blackbook's trade in tool.
In my humble opinion, this is lead generation and is not providing an online buying experience.
For those unfamiliar, DT's widget allows a shopper to estimate payment options, get pre-qualified with a form that requires a SSN, and get a trade value powered by Blackbook. The estimate payment options part has a nice interface. The pre-qualification is out dated in that there are many other tools that will use a soft credit pull. I'm not a fan of Blackbook's trade in tool.
In my humble opinion, this is lead generation and is not providing an online buying experience.
I still don't have the same perspective on this item. It's not about replacing the in-store process or solving for every type of customer - it's about solving for the next generation of shoppers and how they want things to work. The more of the process we get online, the better I see this going. Can someone do it better? Of course. But I encourage everyone to keep iterating until we get to a great solution.
When I ask myself "DISC", the answer is "Yes".
This service caters to the buyers that do want to by online, and if Penske can launch it nation wide, brand it and market it then there's a good chance it will work for them as they continue to iterate.
I like to ask myself Would I Lose Sales If I Didn't Have This Tool (W.I.L.S.I.I.D.H.T.T.) and in this case, if someone is bound and determined to buy online and Penske doesn't offer it, they'll shop somewhere that does.
The alternative seems to be putting your head in the sand until you're forced to change.
Edit: Penske tool is pseudo online shopping at best.
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I do hate both the SRP and the VDP -- way, WAY, too busy. And this is a dealer that has rolled out the 'new' Preferred Purchase program -
The SRP has almost no info above the fold.
This isn't about digital retailing - it's about a fairly traditional conversion.
The site I visited has the same UI as the screenshots above as well as the same look as featured on Penske's YouTube video ().
I stand corrected. It definitely is.
It actually broke on me, taking the whole VLP with it -_-
