General Motors is paying $5 million to make dealer websites smarter

Article by Anita Panait, on August 31, 2013

General Motors is paying $5 million for 60 days so that its 4,324 dealers can test adaptive Web site software that automatically adjusts images and content based on search history. Although similar tracking technology has been used by retailers like Amazon, it is relatively new to automotive retailing, according to Ed Vogt, GM's general director of retail sales support.

GM is offering the new tracking software -- developed by Web site and digital marketing vendor Cobalt -- at no costs to all its dealers for a 60-day trial, Vogt said. The premium package for each dealership will cost GM $699 monthly, allowing the carmaker's retailers to determine whether the sites improve the Web experience of shoppers and entice more of them to contact the dealership, according to Vogt, adding that some GM dealers already commenced piloting the technology in February.

Vogt said that a wider rollout of the technology was done in the past few weeks. According to Vogt, it is too early to see whether the sites are generating leads, which means that they are influencing more customers to ask to be contacted by dealers.

Paul Huber, director of technology at Capitol Chevrolet, remarked to Automotive News that advent of smart Web sites in dealerships is welcome, if overdue. The Web sites work by tracking cookies to instantly detect where else a shopper has been online.

If a shopper searches for the Chevrolet Silverado pickup on Google and then visits the dealer's Web site, the site automatically show Silverado photos, incentives and inventory for the shopper.General Motors is paying $5 million for 60 days so that its 4,324 dealers can test adaptive Web site software that automatically adjusts images and content based on search history.

Although similar tracking technology has been used by retailers like Amazon, it is relatively new to automotive retailing, according to Ed Vogt, GM's general director of retail sales support. GM is offering the new tracking software -- developed by Web site and digital marketing vendor Cobalt -- at no costs to all its dealers for a 60-day trial, Vogt said.

The premium package for each dealership will cost GM $699 monthly, allowing the carmaker's retailers to determine whether the sites improve the Web experience of shoppers and entice more of them to contact the dealership, according to Vogt, adding that some GM dealers already commenced piloting the technology in February.

Vogt said that a wider rollout of the technology was done in the past few weeks. According to Vogt, it is too early to see whether the sites are generating leads, which means that they are influencing more customers to ask to be contacted by dealers. Paul Huber, director of technology at Capitol Chevrolet, remarked to Automotive News that advent of smart Web sites in dealerships is welcome, if overdue.

The Web sites work by tracking cookies to instantly detect where else a shopper has been online. If a shopper searches for the Chevrolet Silverado pickup on Google and then visits the dealer's Web site, the site automatically show Silverado photos, incentives and inventory for the shopper. [source: automotive news - sub. required]

Topics: gm, dealer

If you liked the article, share on:

Pin It

Comments

Recommended

Top Gear has revealed that for its “Stars in a Reasonably Fast Car” segment, it will now be using a slightly enhanced Toyota GT86, which in the U.S. market is...
by - March 24, 2017
Porsche is laying aside any plans of pushing another hybrid hypercar into their line-up -- at least not at this time. Oliver Blume, Porsche Global Chief confirmed in a recent...
by - March 24, 2017
Since 1993, Lexus has produced 4 generations of the Lexus GS, with the GS F amongst its newest member of the family. Unfortunately, rumors are also heating up that the...
by - March 24, 2017
In a leaked image following a presentation held in China, we learned that Czech automobile manufacturer Skoda will soon unveil 2 more new SUVs in China, resulting in a four-model...
by - March 24, 2017
McLaren is said to be designing the next generation of Sports Series, which could include a V6 hybrid among its powertrain options. It was earlier reported that the British automaker...
by - March 24, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries