Tag: Moto

Moto Commerce Digital Retail

Moto Insight has uploaded a complete demo of their digital storefront, Moto Commerce.  This shows confidence that they’re not worried about being copied, or being anatomized by some smart-aleck software consultant.  Here’s how Moto handles the six key functions:

  • Choose a vehicle – Including accessories.  I write a lot about the importance of protection products, but accessories are important too, especially for certain brands like Honda and Subaru.  Everything is shown at MSRP but, because the site is customized for each dealer, I imagine there is some flexibility.
  • Price the vehicle – Including incentives.  No idea whose data service they’re using for this.  I usually recommend Market Scan, but it is possible to roll your own.  Rodo recently developed their own incentives engine.  I tried to coach one of my clients on this, but they wouldn’t do it.
  • Price protection products – Including digital content.  Not clear how finance term is linked to protection term.  Customer could choose, say, 36 months of GAP on a 72-month deal.
  • Value the trade – They use Trade Pending, which I mentioned here, but they also offer a condition quiz with the ability to upload photos.  This is very strong because it allows the Used Car manager to bid on the vehicle during the online experience.
  • Structure the deal – The calculator is always running and continuously updates the monthly payment.  This is one approach to the nonlinear workflow problem, but it also means the customer is looking at an inaccurate payment throughout most of the shopping tasks.
  • Organize financing – Here, again, it’s hard to have confidence in the payment until we’ve processed a credit app.  The demo shows the customer choosing term and rate, as if his credit tier is already known.  Moto pushes to Route One and Dealertrack, but it should also pull.

Overall, Moto is a solid online shopping experience.  It does not literally sell the car, in the sense of doing the paperwork, but it does produce a complete, deliverable deal.  Next, the customer can reserve the vehicle, save the deal, and make an appointment.

The in-store version of Moto uses the same pages, making a seamless “omnichannel” experience for the customer.  This means it’s a potential replacement for your desking and menu systems.  Customers can also begin the process in-store, and take the deal home.

I’ll close with Andrew’s hook from the video.  Imagine your dealership offers this experience, and the other guy has only a lead form.  Which do you think the customer would rather work with?

What is a Digital Storefront?

A digital storefront is a complete car buying experience that can be bolted onto the dealer’s existing web site, and integrated with the dealer’s instore process.  It must support all six of the canonical car-buying tasks:

  1. Choose a vehicle
  2. Price the vehicle
  3. Price protection products
  4. Value the trade
  5. Structure the deal
  6. Organize financing

This is not always a linear process, as I explained in Workflow for Online Car Buying, and not all customers will use the full process, as Andrew Tai explains in this video, but the storefront must support whichever tasks the customer chooses.  Details about the six tasks are given here and here.

… delivering an omnichannel experience that is unmatched and, we believe, will be the future of car buying – Bill Nash

When you think of a good online process, like the CarMax omnichannel sales experience, these tasks are a native part of the web site.  Dealers that don’t happen to be CarMax can offer an online process by bolting a storefront onto their existing web site.

As far as I can tell, this innovation is due to Roadster, but they are no longer alone.  Roadster’s Express Storefront went up at Longo Toyota two years ago.  TagRail, Modal, and Moto also compete in this space.  TagRail and Modal both brand their offerings as “digital checkout.”

By “bolted on,” I mean to include the various techniques used to move the customer from the dealer’s web site into the online buying process.  Modal is actually named for a programming technique, the modal window, and Roadster uses a link.

The transition, however, must not look like it’s bolted on.  Roadster shows a good example, here, of preserving the dealer’s original site design.  I can tell it’s Roadster by looking at it, and programmers will notice the “express” subdomain, but this is a seamless transition for the customer.

Also seamless should be the transition across platforms and into the dealership, an experience known as “omnichannel.”  Think of a credit plugin like Auto-Fi.  It allows the customer to apply for credit on the dealer’s web site, and also updates Route One in the dealership.  You never want to redo a task the customer has already done online.

For a storefront there are multiple potential integration points – inventory, CRM, desking, menu, and credit.  The customer may start a deal on the web and then walk in to finish it, or vice-versa.  They may engage the storefront on a tablet or kiosk in the dealership, and finish it at home.  The goal is to support all six tasks wherever the customer chooses to do them.