The Auto Remarketing show is always a favorite of ours, and this year was no different. It was great to meet so many dealers, both current customers and those who are just interested in learning more about CarGurus. Here’s Kaylin B., team lead from our Canada sales team, giving a demo to two representatives from Kia of Timmins.
One topic that came up in a lot of these conversations was control. Multiple dealers told us that they felt like they didn’t have enough control over their digital footprint or results, and that the only answer they got about how to increase results involved more and more spending with vendors. While you do have to invest in getting effective returns on digital marketing, you should be looking at partners who can help you improve in other ways other than just upping your spend.
We were also happy to hear some of the themes that kept coming up in the keynotes and breakout sessions:
- Transparency – session after session, speakers told us how today’s consumers expect to quickly find vehicle details and pricing information, without jumping through hoops.
- Mobile – while it’s not exactly breaking news, the dominance of mobile in the car shopping process also cropped up throughout the show.
- Experience – Not your experience in the industry — the experience a customer has as they shop, negotiate, and purchase a car from you.
So dealers who provide easy access to the right information, especially on mobile, and deliver a great buying experience are going to see continued success in Canada. Makes sense to us — and fits very well with the ideas and technology behind our platform.