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The dealership, which offered 1,718 new and used autos final 12 months, has been working to hone its message across the expertise.

It initially billed the software on its web site as a digital showroom, however has since modified that strategy to encourage extra use. It now seems within the new car menu as a “construct and value” software to draw clients who’re pondering of shopping for a car, whereas the service and components menu calls it “customise your experience”, which is a message meant for individuals who have already purchased a car.

Car configurators are frequent on producers’ web sites.

The standard strategy has consumers construct and worth a car on the automaker’s website, the place they will discover trims and choices for a specific nameplate after which be referred to sellers of their areas.

However Thomas sees worth in having a configurator that aids analysis and retains shoppers on the vendor’s web site for longer durations of time.

“Everyone knows that the extra time a buyer spends on our website, the higher probability we have now of promoting them a automotive,” Thomas mentioned. “I do not suppose we’re essentially making an attempt to compete with the producer, however when the shopper involves our website, they do not have to go away our website to see one thing that we could not have in inventory.” .”

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