NISSAN CPO 2016:
CUSTOM USED CAR SOLUTIONS
November 3, 2015
Used Car Shoppers: Strong CPO Opportunity
Familiarity among Used Car shoppers is growing but still less than half
40%
45%
2013
2014
Used Car Shoppers Familiar With CPO
Source: 2014 AutoTrader.com CPO Study; 2013 AutoTrader.com CPO Study
Q: 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)
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
51%
34%
2013
2014
Used Car Shoppers Willing to Pay Premium
Source: 2014 AutoTrader.com CPO Study; 2013 AutoTrader.com CPO Study
Q: Would you be willing to pay more for a Certified Pre-Owned (CPO) vehicle compared to a used non-Certified vehicle?
The most likely CPO candidates
More current CPO vehicle owners were also Used Car shoppers than
any other intent
CPO Purchasers Who Had…
64%
50%
15%
Only Considered
CPO
Also Considered NEW
Source: 2014 AutoTrader.com CPO Study
Q: What other types of vehicles did you consider before purchasing/leasing your CPO [previously answered Make/Model]?
Also Considered
USED
Site behavior follows the same pattern
On KBB.com, a large portion of CPO shoppers come from Used Car paths
CPO Pricing Page
Homepage
Classifieds
Home
2%
CPO Path
Shoppers Home
33%
UC Buyers Path
55%
Source: KBB Site Traffic Jan-Sep ‘15
Leverage trusted KBB.com information to reach and
resonate with Used Car shoppers
CPO LISTINGS MODULE
6|
Mocks are concept only. Actual design and layout of product is subject to change upon production.
NEW CAR UPGRADE
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 selfreported zip code
7|
Mocks are concept only. Actual design and layout of product is subject to change upon production.
CPO LISTINGS MODULE
Surface local inventory feeds to transact-ready Used Car shoppers
1
Module appears along the
Used Car path
2
CPO models within 75 miles
of user’s zip code
3
Click on vehicle name
launches vehicle details
overlay (not pictured)
4
Click sends user to full
KBB.com listings page
5
Click out to OEM CPO site
6
If there are no listings within
a 75 mile radius, shoppers
will be presented with a
branded CPO message
8|
4
2
3
1
Mocks are concept only. Actual design and layout of product is subject to change upon production.
5
6
CPO LISTINGS MODULE: Potential Performance
Resonating with Used Car shoppers and generating interaction with CPO
Results from initial partner OEM test*:
Total Impressions
Total Clicks
**CTR
Pickup CTR
Sedan CTR
SUV CTR
5.4M
72.4K
1.34%
1.16%
1.19%
1.73%
*Partner ad not pictured here
**Clicks on Vehicles, Logo Clicks & Scrolls
9|
Source: KBB.com Omniture & DoubleClick
Date Range: 5/4/2015 – 7/31/2015
NEW CAR UPGRADE
Introduce Used Car shoppers to Nissan CPO models within their price range
•
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
10
Mocks are concept only. Actual design and layout of product is subject to change upon production.
NEW CAR UPGRADE
Introduce Used Car shoppers to Nissan CPO models within their price range
1
Upgrade
recommendation
appears when within
the same segment and
price range of model
being priced
2
Click sends shopper to a
comparison page
between the model
being priced and Nissan
CPO model
11
1
Mocks are concept only. Actual design and layout of product is subject to change upon production.
2