Former Cox Automotive and LivePerson Executive Skip Dowd Joins Impel as Senior Director, Partnerships | Read More

Former Cox Automotive and LivePerson Executive Skip Dowd Joins Impel as Senior Director, Partnerships | Read More

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Digital Merchandising Impact Study

Landmark Study Finds Engaged Online Auto Shoppers 2x More Likely to Buy

Until now, no one has been able to quantify the impact of merchandising engagement on actual auto purchases. Breakthrough research by Impel and Polk Automotive Solutions finally reveals the relationship between merchandising engagement levels and purchase rates, including the effect of digital merchandising tools on sales conversions.


Digital Merchandising Impact Study

A partnership between Impel and Polk to understand the relationship between online shopper merchandising engagement and vehicle purchases.

A comprehensive analysis of:


Online Car Shoppers


Vehicle Purchases


US Auto Dealers

Online merchandising engagement graph

Engaged Shoppers are Seriously More Likely to Buy

  • Sales conversions steadily increase with higher levels of online merchandising engagement.

  • Highly engaged shoppers purchase at 2x the rate of unengaged shoppers.

Engagement with specific online merchandising tools correlates with serious sales conversions.

How shoppers engage online is as important as how much they engage

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Car Photos

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360° WalkArounds

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Feature Tour

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F&I Merchandising

Example of damage tagging.

Shoppers who engage with specific merchandising tools demonstrate up to 134% higher conversion to sales than unengaged shoppers

Digital Merchandising

Automotive buyers demonstrate serious online behaviors

Buyers interact up to 5.3x more than non-buyers

Dealer Website Interactions

Number of Merchandising Interactions on Dealer Website

  • Non-Buyers

  • Buyers who purchased from a competing dealership

  • Buyers who purchased from the dealership where merchandising engagement occurred

Want to drive serious sales? Get serious about digital merchandising.

The Road to Merchandising Success for Auto Dealers

  • Ensure availability of high-quality car photos of 100% of inventory.

    Girl buying car at dealership
  • 360º WalkArounds and Feature Tours create more opportunities for shopper engagement.

    360 WalkArounds and Feature Tour
  • Retarget likely buyers with personalized ad experiences powered by rich merchandising content.

    VINtelligent retargeting ad
  • Leverage data, content and technology to improve performance of your BDC, sales team and F&I office.

    Leverage Data to improve BDC
Girl buying car at dealership