Case studies from Cox Automotive illustrate how various types of auto dealerships across the country are using tools and technology to transform their businesses. This case study looks at how Del Grande Dealer Group (DGDG) is integrating the Kelley Blue Book Price Advisor into all aspects of its branding and operations. According to DGDG, this integration has helped bridge the gap between online and offline car-shopping activities. This has resulted in dramatically enhanced customer and employee satisfaction, and reduced transaction time while playing a vital role in helping the organization achieve its long-term goals.
In fact, since adopting the Kelley Blue Book Price Advisor and carefully tailoring and executing an implementation strategy, Del Grande Dealer Group’s data from Q4 2014 through Q1 2015 show that organic website traffic increased by 48%, phone call leads increased by 42% and F&I products per contract increased by 31%. While these outstanding statistics are the result of DGDG’s specific strategy, it is evident that using the Price Advisor to display range-based vehicle prices – designed to provide consumers and dealers with realistic pricing expectations – is working for Northern California’s largest family-owned dealer group.
According to DGDG Vice President Jeremy Beaver, “We are a non-print organization today. The majority of our direct marketing is spent digitally.” A big part of that digitally focused marketing strategy has been the holistic integration of the Kelley Blue Book Price Advisor into all aspects of the group’s brand – from the website and display advertising to the sticker prices on each vehicle for sale.
“No Brainer” Pricing
Visit DGDG.com and you immediately discover that you’ve reached the home of the “No Brainer Deal.” Customers receive a “No Brainer Price” where every car is “Priced Up Front” based on the Kelley Blue Book Price Advisor. The distinctive “No Brainer” smiley face, which ties in seamlessly to their “Don’t just be a car buyer, be a happy car buyer” theme, and Kelley Blue Book logos are prominently featured throughout the site. Abundant links drive visitors to videos and content describing that customers can buy with confidence because all DGDG vehicle pricing is based on the Kelley Blue Book Price Advisor valuations which are updated weekly.
Each new vehicle on DGDG’s website is linked to a report that can include vehicle options, available warranties, history reports from CARFAX®, customer and industry reviews and ratings, available dealer services and events, and more. The Kelley Blue Book Price Advisor also lists relevant details that affect the vehicle’s value. On any Web-enabled device, the report instantly displays specific insights into the vehicle, the deal and the dealership so that shoppers know exactly how and why it earned its price point.
