Trader Interactive, the parent company of online marketplaces in the lifestyle vehicle and commercial equipment industries, announced a digital retailing (DR) initiative being rolled out on all of its marketplaces.
The campaign began last month, with its Cycle Trader site for motorcycles. The website employs the proprietary, intuitive online purchase experience for consumers that Trader Interactive said it has been working on for months.
One of these features is a “Buy Online” option, available on the site’s premium vehicle listings. Consumers interested in purchasing online from the convenience of home are guided through trade-in valuation, delivery and payment preferences, appointment scheduling and deal summary details with full pricing including city taxes, title and dealer fees. This process leads to the powersports industry’s first digitally signable, dealer-specific purchase agreement with the option to complete the purchase either on CycleTrader.com or at the dealership.
“Most consumers begin their vehicle shopping online, and completing the purchasing process online is the next logical step while also being demanded by the marketplace,” said Troy Snyder, vice president of digital retailing for Trader Interactive. “We’ve handled the technical complexity of stitching together all motorcycle purchase activities and necessary data points to create an easy-to-use digital retailing platform.”
- The company touts benefits for dealers that include:
- Improved customer experiences
- Reduced operations overhead
- Enriched lead and consumer insights
- Trade-in asset acquisition and finance lead generator
- Compliant, penny-accurate, signable buyer’s order
- One-click dealer activation once onboarded
- Active lead status and details within Trader Traxx
- Acts as digital salesperson and finance manager within one platform
“Some 20 years ago, relatively few motorcycle dealers considered online marketplaces to be an essential part of their sales strategy. Today, it’s a cornerstone of the business, and that’s where digital retailing will be in a few years,” said Candace Isom, marketing director at America’s Motor Sports in Nashville. “I signed on to Cycle Trader’s DR program as soon as it became available, and I’m confident that the faster purchasing experience available to shoppers will pay off both in terms of operational efficiencies and closed sales.”
“We are building the market’s most complete, intuitive and advanced digital retailing platform possible to give consumers, dealers and lenders a true online purchase experience,” said Lori Stacy, CEO of Trader Interactive. “As the company with the largest portfolio of lifestyle vehicle and commercial equipment marketplaces, we are leading the way in supporting dealers with the creation and execution of an effective, end-to-end digital retailing strategy.”
Trader Interactive will expand its DR solutions to its other outlets.
