Customer Success Story
Impel’s 360º WalkArounds Drive Customer Engagement and Conversion on Cars.com
The Challenge
Third-party listing platform needed to increase engagement and results given increased competition and growing dealer digitalization
The Solution
Impel’s 360° WalkArounds extend the dealer digital showroom experience to Cars.com third-party listings, driving engagement and conversions
Navigating the limitations of traditional photo listings
With the rise of online marketplaces and the rapid growth of competitive third-party aggregators, Cars.com needed to deliver increased differentiation and greater conversion results to retain and grow their customer base. Automotive dealerships were investing more heavily in digital merchandising solutions to increase VDP engagement on their websites, creating a disjointed consumer experience when compared to the static, one-dimensional images on third-party listing sites.
Bringing the showroom experience to life online
with Impel
Cars.com analyzed listings from more than 400 dealers across the country, encompassing over a million visits over 60 days. Cars.com found that 360º WalkArounds drove a significant increase in all low funnel shopper behaviors, including submitting leads and saving car listings for later viewing. Dealer website clickthrough traffic also increased by 36% on average.
By incorporating Impel’s 360° WalkArounds into their platform, Cars.com enabled dealers to extend their digital showroom experience to their Cars.com listings, creating an enhanced and consistent shopper experience and driving greater business results for their dealers. Cars.com also strengthened their market position and brand by delighting millions of consumers with more engaging and immersive listings.
Measurable Business Results
0%
increase in saved cars
0%
increase in leads submitted
0%
increase in dealer website visits
About Cars.com
“When we partnered with Impel to measure the impact of 360° WalkArounds, we found major improvements to user engagement, lead generation, and conversion rates compared to traditional photo listings. We were blown away by the results – and so were our dealers and their consumers!”
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