Data is now enabling franchised dealers to better run their forecourts. The industry is working out how to combine information sources and distil it into useful metrics that help dealers make decisions in buying and selling cars.

  

Tim Marriott, Deltapoint’s senior product manager

 

  

  NEED TO KNOW
♦  Web data can inform pricing decisions
♦ Stock profiling system offers better ROI
 

In an interactive workshop at the AM & Auto Trader Digital Marketing Conference, Deltapoint’s senior product manager Tim Marriott showed there is a massive opportunity to do better in the used car market. Use of such metrics from Deltapoint's i-Control system should generate a higher return on investment from the same marketing spend, he said.

This is by informing dealers which cars are most in demand from consumers at any point in their marketplace, and helping them price their own stocks, and re-price on a daily or weekly basis to remain competitive and sell while it’s profitable.

He added: “Are dealers making the effort to find out why 50% of their marketing doesn’t work? Is it the percentage of marketing that’s wrong, or the percentage of stock that’s not optimal for your market at any given time?”

Deltapoint is owned by Trader Media Group.