In-store Web tool helps Toyota dealer to double its sales

Article by Christian Andrei, on August 25, 2010

Accessory sales are largely untapped by dealerships, which historically get only 10-17% of the market, but a shop in Littleton, Mass. attributes the doubling of its sales to an in-store Web tool. Since September, accessory sales at Bob Moran's Acton Toyota in Littleton, Mass., have doubled to about $110,000 a month, according to Shawnee Wandless, the store's sales manager.

The tool, AddOnAuto by izmocar, enables the store to offer accessories to car buyers in an easy-to-use, visual way. Wandless said that accessories are now placed in the forefront of vehicles sales instead of as an afterthought.

What makes this tool so convenient is that customers can view how particular wheels, electronics, leather, chrome trim and other accessories will appear on the models that they want to buy.

Customers also get a detailed price listing of how adding accessories into the vehicle financing will affect its monthly payment. The conventional method had been for dealers to provide print or online catalogs that illustrate the products alone without displaying the parts on a specific model.

David Stringer, president and founder of Insignia Group, said that since the margins on car sales have narrowed, dealerships have been looking for added ways to generate revenue. Insignia and DealerTrack Chrome Systems are two vendors that also sell tools that comparable to Add-OnAuto.

Mike Martinez, chief marketing officer of izmocars, of San Francisco, revealed that the auto accessories market has grown to about $32 billion annually. According to industry data, about 60% of customers will customize their vehicles after making their purchase.

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