Volkswagen of America officially launched a newly redesigned VW.com (www.vw.com) today, following a soft launch late last week. This uses functionality influenced by online dating and e-commerce to let consumers easily shop for cars based on desired features, such as color or price, among the available inventory of more than 80,000 vehicles at Volkswagen dealerships nationwide.
“With the new VW.com experience, consumers don’t need to know our product lineup to find a car that's right for them,” said Vinay Shahani, Vice President, Brand Marketing, Volkswagen of America. “Consumers simply select the features they want, and VW.com instantly connects them to a range of options based on both their needs and available inventory in their area. We’re excited to be at the forefront of this type of online innovation that utilizes a truly intuitive approach.”
The newest inventory-led shopping experience in branded auto sites
Traditional branded car shopping sites invite consumers to configure cars to match their preferences — but those vehicles aren’t always in stock. VW.com combines the buying and configuring tools at each stage of the shopping process, allowing consumers to shop for the features they want, and view a variety of cars available at dealerships near them. The site features more than 80,000 “profile” pages, playing off of popular online dating sites, for instock vehicles nationwide.
Traditional branded car shopping sites invite consumers to configure cars to match their preferences — but those vehicles aren’t always in stock. VW.com combines the buying and configuring tools at each stage of the shopping process, allowing consumers to shop for the features they want, and view a variety of cars available at dealerships near them. The site features more than 80,000 “profile” pages, playing off of popular online dating sites, for instock vehicles nationwide.
“Consumers who come to a dealership because of inventory online are twice as likely to make a purchase as those who came from a configurator that’s not attached to accessible inventory,” Shahani says. “VW.com helps connect people with cars that are actually available for sale.”
VW.com puts the shopper first
Each individual car for sale has a comprehensive profile page with pictures, features, specs, limited warranty, awards, accessories and dealer information—as well as tools, such as a Payment Estimator, on the vehicle detail page where the consumer needs it. Additionally, VW.com was designed for the tablet first, so one of the first things a shopper will notice is a clean, image-rich design that makes it simple to navigate.
Each individual car for sale has a comprehensive profile page with pictures, features, specs, limited warranty, awards, accessories and dealer information—as well as tools, such as a Payment Estimator, on the vehicle detail page where the consumer needs it. Additionally, VW.com was designed for the tablet first, so one of the first things a shopper will notice is a clean, image-rich design that makes it simple to navigate.
“Our goal was to put the consumer’s needs first,” says Winston Binch, Chief Digital Officer at Deutsch LA, Volkswagen’s digital agency of record and the developer of VW.com. “We did that by keeping things radically simple, reducing clicks, and focusing on getting people to real cars quickly—not vehicle configurations that are hard to find in real life.”
Features of the new VW.com
All of the images on a car model page reflect the exact colors and features of that particular model. In addition to gallery imagery, 360-degree views and highlighted features, each model page has all available trims linkable to current inventory. Customers can “favorite” individual cars that interest them, and access those vehicles from the main navigation.
All of the images on a car model page reflect the exact colors and features of that particular model. In addition to gallery imagery, 360-degree views and highlighted features, each model page has all available trims linkable to current inventory. Customers can “favorite” individual cars that interest them, and access those vehicles from the main navigation.
Features of the new VW.com include:
- Inventory-led shopping experience: Customers can specify desired features and find cars near them that match their needs from the VW.com inventory of more than 80,000 vehicle profiles.
- Non-linear shopping flow: Customers can find cars through a variety of search capabilities, from style and color (“red convertible”) to specific features (“premium sound”), and each car has its own profile page−not dissimilar from popular dating site profile pages as well.
- Contextual information and tools: Tools such as the Payment Estimator are built into the shopping experience so users don’t need to leave the profile page to get to them.
- Full model line information: Each model page has all available trims linkable to current inventory.
- Feature-focused inventory pages: Certain high-profile features such as Fender® Premium Audio System have their own pages, which also display inventory.
- Real-time feed with Volkswagen news: All VW social content is aggregated into a single interface, so users can keep their finger on the brand's pulse. Content can be sorted by model.
DealerMatch
The buying process has also become more streamlined for Volkswagen dealers. VW recently partnered with DealerMatch to create an online marketplace where Volkswagen dealers can buy and sell used vehicles among themselves.
The buying process has also become more streamlined for Volkswagen dealers. VW recently partnered with DealerMatch to create an online marketplace where Volkswagen dealers can buy and sell used vehicles among themselves.
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