Our three-location dealership family is in the process of switching websites. After a bit of research, I’ve categorized our web options into three groups:
- All-inclusive website/online marketing/CRM tool
- Standalone website
- Local web design/host service
After considering cost, functionality, relevance, and flexibility, we have decided to pursue a standalone website. We all use Autobase as our CRM, ADP WebSuite internally, and our IT manager (who is VERY sensitive to Can-Spam requirements) requires Mozilla (and his watchful eye) for our email campaigns.
Out of our standalone site options, we are considering two. ADP Dynamic Web Premier and Dealerskins. Two locations (our MB-Volvo-VW store and our Audi-Nissan-Subaru-Toyota-VW store) have decided on ADP and our Dodge store opted for Dealerskins. Ownership would like to use only one vendor, so we have a dilemma.
As an ADP advocate, here is my argument. I believe there are three main differences between the two. Here are two.
1. The look. In my opinion, ADP offerings are clean, fresh, and plenty flexible for our needs. With a few small icon changes on the inventory pages, I think ADP would be a homerun for an Import store. Inventory is represented well, and the media gallery (with int. and ext. spins) is very impressive. I think Dealerskins sites are naturally too busy. Both have good navigability, but seeing through the clutter is a bit trying.
2. Calls to action. Dealerskins uses too many calls to action that require giving up gross. In a market where most of our OEM lines are exclusive to the area, I don’t believe such a plan is needed. ADP uses well-placed, relevant calls to action throughout all pages of the site. I can see the benefit to a Dodge store, but I don’t know if the average Volvo buyer would necessarily respond to a $200 Internet coupon.
Which finally brings me to my question. I believe that compatibility with our current inventory database is another very important difference. Since we use ADP already, our compatibility with Dynamic Web regarding inventory polling should be seamless. And I have heard that Dealerskins uses a 3rd party program to link ADP inventory to the site. I have also heard that ADP considers any non-ADP polling as hostile, and treats it differently. From what I understand, some manual input is necessary. Is this true? Is there a distinct disadvantage to Dealerskins because of this? With the exception of photos, I would prefer to be hands-off when it comes to inventory updates to our site.
Eric J. Deising
Internet Sales Manager