Innovation & Collaboration Have Driven Down Advertising Costs While Enhancing the Retail Customer Shopping Experience
PureCars, a leading provider of digital marketing and advertising insights for automotive dealers, today announced it has extended its relationship to provide digital advertising services to Asbury Automotive Group, Inc. (NYSE: ABG), one of the largest automotive retail and service companies in the U.S.
Even before the COVID-19 pandemic many automotive retailers began reevaluating how they advertise, which channels and on which platforms, and identifying the right partners to work with in identifying the best ways to improve their digital advertising strategies and lower their overall cost per unit of ads sold. This key metric helps to identify the ultimate ROI in driving greater advertising expenditure efficiencies in producing vehicle sales.
The two companies began working together in 2011 and evolved into PureCars offering a Software-as-a-Services (SaaS)-based digital advertising solution to help Asbury improve its digital advertising efficiencies while lowering their cost per vehicle and RO. Together with PureCars, Asbury concentrated on cost efficiency in 2020 and it has paid off. Asbury saw Year over Year (YoY) cost efficiency gains across New, Used/CPO, and Service-related campaign segments, freeing up significant funds to reinvest in operations.
Key to the relationship has been PureCars’ SaaS offering, which is complemented by seasoned automotive industry expertise-driven human capital. This approach originally filled the need found at the largest retailers and their agency partners, but today is leveraged effectively at smaller and more mid-sized retail groups as well.
Today, Asbury and PureCars collaborate on over 90 retail rooftops combing SaaS and human capital for a comprehensive competitive advantage, including group sites for used vehicles and unique parts shopping experiences.
“Asbury and PureCars have been strong partners over the years and together we have broken the mold of the traditional vendor/dealer relationship,” said Jeremy Anspach, CEO of PureCars. “Our collaborative efforts have fostered a data-driven environment of measure-optimize-repeat to continuously improve efficiencies over time, driving a dramatically lower cost per vehicle sold, as well as the cost per RO. Furthermore, we have successfully navigated the constantly changing automotive landscape while identifying programs that benefit OEM partners and retail customers.”
“We’re proud of the accomplishments our two companies have produced and PureCars has found a way to help us push the business envelop through technology and innovation while never forgetting the car shopper’s experience,” said Miran Maric, VP & Chief Marketing Officer at Asbury Automotive Group. “The efficiencies and savings created have allowed us to produce highly effective customer-facing resources such as PushStart, further revolutionizing the car-shopper experience.”
About Asbury Automotive Group, Inc.
Asbury Automotive Group, Inc. ("Asbury"), a Fortune 500 company headquartered in Duluth, GA, is one of the largest automotive retailers in the U.S. Asbury currently operates 91 dealerships, consisting of 114 franchises, representing 31 domestic and foreign brands of vehicles. Asbury also operates 25 collision repair centers. Asbury offers customers an extensive range of automotive products and services, including new and used vehicle sales and related financing and insurance, vehicle maintenance and repair services, replacement parts and service contracts.
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