November 3 2015 Used Car Shoppers Strong CPO Opportunity Familiarity among Used Car shoppers is growing but still less than half Source 2014 AutoTradercom CPO Study 2013 AutoTradercom CPO Study ID: 740105
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Nissan CPO 2016:Custom used car solutions
November 3, 2015Slide2
Used Car Shoppers: Strong CPO Opportunity
Familiarity
among Used Car shoppers is growing but still less than half
Source: 2014 AutoTrader.com CPO Study; 2013 AutoTrader.com CPO StudyQ: On a scale from 5 to 1, where 5 is Very Familiar and 1 is Not At All Familiar, how familiar are you with the concept of Certified Pre-Owned (CPO) vehicles? (Top Two Box)Slide3
Now more open to CPO possibilities
Over half of Used Car shoppers are willing to pay a premium for CPO, an increase of 50% YoY
Source: 2014 AutoTrader.com CPO
Study
; 2013 AutoTrader.com CPO StudyQ: Would you be willing to pay more for a Certified Pre-Owned (CPO) vehicle compared to a used non-Certified vehicle?Slide4
The most likely CPO candidates
More current CPO vehicle owners were also Used Car shoppers than any other intent
Source: 2014 AutoTrader.com CPO Study
Q: What other types of vehicles did you consider before purchasing/leasing your CPO [previously answered Make/Model]?Slide5
Site behavior follows the same pattern
On KBB.com, a
large portion of CPO shoppers come from
Used
Car
paths
2
%
33%
55%
Homepage
Classifieds Home
Shoppers Home
CPO Pricing Page
CPO Path
UC Buyers Path
Source: KBB Site Traffic Jan-Sep ‘15Slide6
Leverage trusted KBB.com information to reach and resonate with Used Car shoppers
Mocks are concept only. Actual design and layout of product is subject to change upon production
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CPO LISTINGS MODULE
NEW CAR UPGRADESlide7
CPO LISTINGS MODULE
Surface local inventory feeds to transact-ready Used Car shoppers
Retention module that shows users actual CPO vehicles near their location
Targeted to Used Car shoppers pricing out Nissan models
Results are pulled directly from KBB.com partner dealerships and based on user’s self-reported zip code
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Mocks are concept only. Actual design and layout of product is subject to change upon production
.Slide8
CPO LISTINGS MODULE
Surface local inventory feeds to transact-ready Used Car shoppers
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Module appears along the Used Car path
CPO models within 75 miles of user’s zip code
Click on vehicle name launches vehicle details overlay (not pictured)
Click sends user to full KBB.com listings page
Click out to OEM CPO site
If there are no listings within a 75 mile radius, shoppers will be presented with a branded CPO message
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Mocks are concept only. Actual design and layout of product is subject to change upon production
.Slide9
CPO LISTINGS MODULE: Potential Performance
Results from initial partner OEM test*:
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Total
Impressions
5.4M
Total
Clicks
72.4K
**CTR
1.34%
Pickup CTR
1.16%
Sedan CTR
1.19%
SUV CTR
1.73%
*Partner ad not pictured here
**Clicks on Vehicles, Logo Clicks & Scrolls
Source: KBB.com Omniture & DoubleClick
Date Range: 5/4/2015 –
7/31/2015
Resonating with Used Car shoppers and generating interaction with CPOSlide10
NEW CAR UPGRADE
Introduce Used Car shoppers to Nissan CPO models within their price range
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Integrated recommendation on Used Car pricing pages
Appears when Nissan CPO model is within the priced model’s segment and close to its price range
User is encouraged to compare both models, bringing Nissan CPO into consideration
Prime positioning available only for two advertisers at a time
Mocks are concept only. Actual design and layout of product is subject to change upon production
.Slide11
NEW CAR UPGRADE
Introduce Used Car shoppers to Nissan CPO models within their price range
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Upgrade recommendation appears when within the same segment and price range of model being priced
Click sends shopper to a comparison page between the model being priced and Nissan CPO model
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Mocks are concept only. Actual design and layout of product is subject to change upon production
.