By David Toscano, Trade Content Editor, carsales.com.au
Although some market indicators like VFACTS depict a subdued car market, buyer activity on carsales – Australia’s #1 for cars – is officially as strong as ever.
In a record result, carsales served 28.7m sessions in February 2020 – an increase of 16% year-on-year.¹
carsales Editorial sessions – encompassing reviews, news and advice content critical in influencing buyer purchasing – also increased 27% year-on-year.¹
Kellie Cordner, Chief Marketing Officer at carsales says that the record result demonstrates the resilience of carsales in spite of challenging economic and social conditions, and the esteem of the carsales brand in the eyes of Australian consumers.
“carsales helps consumers buy cars with confidence. When times get tough, consumers turn to the most trusted and contextual environment to evaluate options and make an informed purchase decision.”
“Growth in carsales Editorial sessions is testament to the quality of the content created by our local team. carsales editorial content is easy to understand and increasingly influential across the moments that matter in the car buying journey,” says Cordner.
VISIBILITY CRITICAL TO MAXIMISING SALES OPPORTUNITIES
“The Australian used car market is extremely buoyant right now as consumers try to maximise value for money,” says Michael Holmes, Executive Director – Dealer at carsales. “In tougher times, the used car market is one of the most resilient sectors of the economy.”
During peak consumer activity on carsales, Promote and Promote Automation solutions are proven and cost-effective investments that help dealers generate more views on their published inventory on site. In the past, Promote Automation saw inventory items receiving up to 5.2x more views on carsales, compared to an unpromoted inventory item.²
“Investing in Promote can pay big dividends for dealers by generating more views on their inventory. This in turn can give the dealer more sales opportunities to convert, with the potential to increase inventory turnover and minimise holding costs,” says Holmes.
If past buyer behaviour is any indication, April 2020 promises to be another bumper month for audience and engagement on carsales. carsales branding will be highly visible to consumers, with high profile marketing initiatives to coincide with the start of the 2020 AFL season, in addition to the recent renewals of the partnership with Australia’s favourite F1 driver Daniel Ricciardo, and sponsorship of the TCR hot hatch touring car championship.
“Traditionally, we see carsales audience and engagement swell when Australians are afforded more leisure time. April has always been a key car-buying month on the Australian calendar due to Easter and Anzac Day public holidays,” adds Holmes.
“To maximise the strong in-market audience expected during this period, dealers should ensure that their inventory is effectively merchandised and their retail offers are highly visible. The carsales team is on-hand to work with our partners to help ensure that this period is a success,” he concludes.
Sources:
¹carsales internal data, February 2019 – 2020
²carsales internal data, July 2018 – June 2019. Uplift from Promote Automation calculated by comparing (i) stock upgraded by Promote Automation between Jul 2018 – Jun 2019 (n = 245) and (ii) stock without any Promote activity during the same period.