Kia Dealer News: Merchandising the 2016 Kia Optima

By December 3, 2015 December 9th, 2015 No Comments
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Optima is the bread and butter of many Kia dealer inventories. Despite the heavy competition in the midsize car segment, the Optima still accounts for more than one in four Kia dealer sales, and the 2016 is off to a great start. This first model year of the fourth-generation Optima is already winning awards, starting with Kelly Blue Book Best Buy of 2016 for Midsize Car.

This vehicle segment receives a great deal of cross-shopping. Many of the visitors on Kia dealer websites will also be looking at the Honda Accord, Chevrolet Malibu, Mazda6, and Toyota Camry on dealer and/or manufacturer websites. A better vehicle won’t guarantee sales unless coupled with better merchandising. To that end, Kia gives its dealers a tremendous opportunity through its new certification program.

The downloadable brochure for the 2016 Kia Optima is automatically on dealer sites now, for those using the Dealer eProcess platform. The new brochure includes great photos of the interior, as well as more and better information about UVO and other technology features. This really helps set the 2016 apart from previous generations, as well as industry competition.

Does every shopper download the brochure? No, but this level of detail is vital to some buyers and is therefore an essential merchandising component for Kia dealer websites. “Most vehicles are not purchased by a single individual,” explains Dennis Galbraith, the author of Online Vehicle Merchandising. “The site visitor is often the person who most wants the vehicle, but unless they have all the information needed to convince their partner to go to the store with them, the sales process often ends before the dealership ever even knows the customer was in market.”

Another exclusive merchandising feature from Dealer eProcess is the awards section on the Vehicle Details Page (VDP). The Kelly Blue Book Best Buy award announced November 12 will soon be on the VDP of every 2016 Optima. This award will accompany the EPA Green Scores already on the website. This award will undoubtedly be the first of many for the 2016 Optima. The 2015 received six awards, including three from the NHTSA. Far more is expected of this year’s model, and it will all appear automatically the instant these vehicles appear on Kia dealer sites utilizing the platform.

To receive a live, online demonstration from a product specialist call 866-489-1047.

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