Headline from Digital Dealer Weekly: “Study: Online merchandising fundamentals can cut days in stock nearly 40%”
The opening paragraph brings out an interesting, though unsurprising, finding: “Last year, HomeNet announced the results of an internal study illustrating that dealers who created online ads with 12 or more actual photos, a customized vehicle description and a price, were moving their pre-owned inventory an average of 32% faster than those who did not. This study was based on detailed analysis of more than 2.5 million vehicles marketed online…HomeNet says a follow up study shows the trend has not only continued, but that the gap has widened.”
Again, not groundbreaking news. More surprising is that service centers and repair shops have not adopted visual selling techniques. In the new car realm, where consumers are often armed with quite a bit of information about differences between various makes and models, digital images are enormously helpful in moving inventory. But, in the repair world, where the asymmetry of information between technicians and consumers is highest, digital images and illustrations are not utilized. This is a lost opportunity for improved sales and customer service.