Nowadays, customers aren’t stepping onto your lot until they’ve already done extensive research online. Your online showroom—your dealership’s website and third-party listing sites—needs to be just as compelling as your physical lot. If your merchandising isn’t optimized, you’re losing sales before a customer ever picks up the phone or submits a lead.
So, how can you ensure your inventory stands out in a crowded market? Here are the top merchandising best practices that will help you sell more cars.
1. High-Quality Photos: Show, Don’t Just Tell
When buyers search for used cars, the first thing they notice is the photos. Poor-quality images or missing photos instantly turn off potential buyers. Here’s how to do it right:
-Capture every angle: Exterior shots from multiple viewpoints, detailed close-ups, and full interior photos.
-Highlight key features: Show off infotainment systems, backup cameras, sunroofs, and heated seats.
-Consistent lighting and background: A cluttered background or inconsistent lighting makes listings look unprofessional. Use a neutral background and natural light when possible.
-Focus on the interior: Customers spend most of their time inside the car, yet many listings prioritize exterior shots. Give buyers a clear view of the dashboard, seating, and cargo space.
2. Write Descriptions That Sell
A great description should be clear, informative, and optimized for how customers search online. Avoid generic descriptions that simply list specs—tell the customer why they should care.
Best practices for descriptions:
- Use simple, searchable terms: Customers may search for “CarPlay” rather than “Apple CarPlay” or “Bluetooth” instead of “SYNC.” Match your descriptions with real-world search behavior.
- Highlight key selling points: Does it have low mileage? A clean Carfax? New tires? Mentioning these upfront can drive more interest.
- Keep it short and engaging: Bullet points work well for quick readability.
3. Price Transparency Builds Trust
Customers today expect clear and upfront pricing. Listings with vague or missing pricing create frustration and reduce inquiries. Instead, be upfront about:
-Full breakdown of pricing (including fees and add-ons)
-Monthly payment estimates
- Available incentives or dealer specials
By doing this, you reduce unnecessary friction and help customers feel more confident reaching out.
4. Optimize Your Listings for Search
The way you structure your listings impacts their visibility.
- Use the right keywords: Just like with descriptions, ensure your titles and bullet points include searchable terms. (Example: “2021 Toyota Camry XSE with Navigation & Heated Seats” instead of just “Toyota Camry XSE”)
- Avoid VIN explosion: Auto-generated descriptions that dump every spec don’t add value. Focus on the key features customers actually care about.
5. Make It Easy for Customers to Sell You Their Car
Selling cars is only half the equation—acquiring the right inventory is just as critical. If you’re not making it easy for customers to sell or trade in their vehicles, you’re missing opportunities.
How to do it right:
- Have a prominent ‘Sell Your Car’ or ‘Get a Trade-In Offer’ button on your website and within your online ads.
- Offer a simple, fast appraisal process with transparent pricing.
- Train your team to follow up on trade-in leads quickly.
6. Keep Your Virtual Lot as Organized as Your Physical Lot
Dealerships spend time making sure cars are cleaned and positioned correctly on the lot, but many don’t give the same attention to their online listings. Regularly audit your virtual lot to ensure:
- All vehicles have high-quality photos and accurate descriptions
- Pricing is updated regularly
- Sold cars are removed promptly
Conclusion
Effective merchandising isn’t just about looking good—it’s about selling smarter. By optimizing photos, writing better descriptions, ensuring pricing transparency, and making trade-ins easy, you can improve engagement, build trust, and ultimately sell more cars.
Take a few moments to audit your online inventory today and make the necessary changes. The difference in customer engagement (and sales) will be noticeable!
Need help improving your merchandising strategy? Let’s talk!