Walmart’s Auto Program Helps Dealers Sell Cars to their 250 Million Customers
Walmart, the largest retailer in the world, is partnering with dealers to offer an auto buying program to their 250 million customers. Participating dealers and their inventory are on the CarSaver program site, which is promoted on Walmart.com and in Walmart superstores across the country. Over 140 million consumers visit Walmart superstores each and every week, and Walmart.com is the fourth largest search engine in the U.S. with 127 million unique visitors per month.
“We’re constantly looking for innovative services that help us save busy families money and time,” said Daniel Eckert, senior vice president, Walmart Services and Digital Acceleration. “CarSaver’s unique platform helps our customers understand the true cost of ownership, while also helping them save money with buying, financing, leasing and insuring a new or used vehicle.”
After the retail giant piloted the CarSaver program successfully in multiple markets with dealers, including AutoNation, the No. 1 group in the U.S., they are building a network of certified dealers to service Walmart’s 250 million customers and 1.5 million employees across the country. According to Automotive News, Marc Cannon, AutoNation’s CMO, said the program offers the right balance for the dealer and the consumer. “I think it’s going to be successful, and we’re ready to get going.”
“The program offers the right balance for the dealer and the consumer. I think it’s going to be successful, and we’re ready to get going.”
Marc Cannon
CMO of AutoNation
To become certified, dealers must agree to provide upfront pricing and the highest level of customer service to Walmart customers and employees. In exchange, dealers and their inventory are promoted on the CarSaver platform, which is on Walmart.com and in the retail giant’s super stores.
Participating dealers receive unlimited impressions for their vehicles on CarSaver’s website, which is on Walmart.com. In addition, they receive unlimited leads, appointments and sales. Customers are exclusively connected with only one dealer so they don’t get bombarded with emails from multiple dealerships. “Who wouldn’t want their dealership and inventory promoted on Walmart.com,” said Brian Benstock, partner at Paragon Honda and Acura, the top selling Honda/Acura store in the country. “The biggest advantage to us is that they aren’t sending the same lead to multiple dealers, because that kills the customer experience and our closing ratio. They follow up with all the leads to schedule appointments for us, and since the appointments are exclusive, they close at a higher rate than leads that are shot-gunned to all our competitors.”
CarSaver certified dealers also get exclusive access to help Walmart’s 1.5 million U.S. employees through the CarSaver employee purchase program. “We are excited to work with Walmart to make car buying easier for their customers and employees,” said Chad Collier, president, CarSaver. “And we are honored to connect their customers with many of the top dealers in the country who deliver a world-class customer experience.”
Certified dealers receive point of purchase merchandising materials that showcase their endorsement from CarSaver at Walmart.
“The Walmart logo builds a bridge of credibility that makes it easier to help our customers, because they trust us.”
Jack Jackintelle
COO at Coral Springs Auto Mall
To build the national network fast, CarSaver is offering an “all you can sell” model that delivers unlimited impressions on the website, and unlimited leads, appointments and sales to certified dealers in exchange for a flat monthly fee.
The program comes at an opportune time for dealers who are struggling to compete with online retailers, some of which aim to replace dealers altogether. Startups, like Carvana, are outspending local dealers to sell an increasing share of a shrinking market. Carvana, a publicly traded company, valued at over $5 billion, spends millions of dollars in advertising, which is hard for a local dealer to compete with.
Dealers who are looking for ways to protect their turf have found an unexpected partner in Walmart. CarSaver dealers have unprecidented access to millions of customers at a fraction of the cost that big online retailers are spending to reach consumers today. Although Carvana continues to grow, they don’t compare to the scale of Walmart, which sells more than Costco, Kmart, Kroger and Apple combined.
CarSaver is accepting applications for dealers interested in becoming a certified dealer at CarSaverDealers.com. If a territory is not available, the company says there is a wait list that gives priority to applications that come in on a first-come, first-served basis.
CarSaver Certified Dealer Program Overview
1 | Certified Dealer inventory is on the CarSaver program site, which is promoted on Walmart.com. Walmart.com is the fourth largest search engine in the US., which attracts approximately 127 million unique visitors a month.
2 | CarSaver and their certified dealers are promoted through point of purchase materials in Walmart superstores across the country.
3 | Certified dealers receive unlimited impressions for their inventory on the website and unlimited leads, appointments and sales in exchange for a flat monthly fee.
4 | CarSaver’s exclusive leads and appointments convert higher because exclusive appointments are only sent to one dealer.
5 | Customers are happier and more loyal to the dealership service department because they appreciate a faster, easier purchase experience.
To apply to become a CarSaver Certified Dealer, visit CarSaverDealers.com.
