ProductPOP's Online Point-of-Purchase Displays Increase Sales Opportunities For Automotive Industry
28 November 2000
ProductPOP's Online Point-of-Purchase Displays Increase Sales Opportunities For Automotive Industry
Pilot Program Results in a 38 Percent Lift in Dealer Quote Requests for 8 Top
Automobile Brands
SAN FRANCISCO, Nov. 28 ProductPOP, Inc., the online
channel marketing company that first brought interactive Point-of-Purchase
displays to the Internet, is proving once again that these media-rich,
customized merchandising platforms are highly effective in converting shoppers
to buyers -- this time in the automotive category. ProductPOP today announced
the results of a major automotive pilot study that confirmed an average
increase of 38 percent in dealer quote requests, and click through rates more
than 14 times higher than today's flat banner advertising. Among the major
automobile brands working with ProductPOP in its latest pilot program were
Ford, Jaguar, Mazda, and Volvo.
ProductPOP's advanced platform allows manufacturers to deliver highly
customized, model-specific information and branded messages directly to
consumers at critical points in the purchase process. Unlike banner ads,
ProductPOP's media-rich, multi-dimensional displays let consumers interact
with manufacturers and their automobiles, choosing what they want to view and
experience about each model.
"Customization of the product-level experience will be the key to all
successful e-commerce opportunities in the future," said Bill Brown,
co-founder and chief executive officer of ProductPOP, Inc. "Manufacturers and
consumers alike are sophisticated and have gone past today's cookie-cutter
approach. Both groups want customized solutions. ProductPOP's rich, dynamic
displays give automakers a way to ensure shoppers have tailored, branded
experiences across multiple auto research and dealer referral sites."
This new opportunity for an enhanced selling and buying experience has
proven highly effective in two pilot test programs conducted by ProductPOP.
The first pilot tested behavior in the high-tech category while this latest
pilot program, another major market test of e-shoppers, measured ProductPOP's
effectiveness in the automobile industry. The pilot test of the company's
interactive displays proves that car shoppers are eight times more likely to
request a dealer quote if they interact with a ProductPOP Display. In
addition, the company was able to prove that adding these multi-dimensional,
highly customized displays to the research and dealer referral site's
merchandising mix resulted in a 38 percent increase in overall dealer quote
requests. This first-ever pilot program in the automotive industry tracked
approximately 25,000 visitors to a leading auto research and referral site,
where they could choose to shop for 28 different car models from eight major
automobile brands.
The first pilot program, conducted with 35 brand-name manufacturers in the
technology products industry, netted an overall increase in sales conversion
rates by an average of 24 percent over traditional online merchandising
methods. The pilot tracked 250,000 shoppers and included leading high tech
product manufacturers like IBM Personal Systems Group, Motorola, Iomega,
Netgear and NEC/Mitsubishi Display Company, among others. Test results also
concluded that consumers are four times more likely to click through to a
merchant's Web site from a comparison site to purchase the products after
viewing a ProductPOP Display.
ProductPOP provides a unique channel marketing platform by allowing
manufacturers to control their product message across the Internet on a model
or product level, and by collecting detailed performance data. The company's
advanced system reports results by product, user behavior, merchandise
category and site. This advanced data on each shopping experience, product,
and overall category performance is contained in ProductPOP's comprehensive
reports.
About ProductPOP, Inc.
ProductPOP, Inc. is the Internet's most innovative provider of e-commerce
channel marketing services. The company's proprietary technology and
exclusive network of popular shopping sites are helping manufacturers
measurably improve their online performance by enhancing brands and leveraging
offline marketing assets. ProductPOP's displays are available to millions of
shoppers at the critical point-of-sale through the company's exclusive network
of third-party e-commerce sites, including Egghead.com, Insight.com, and
PCMall, among others. ProductPOP, Inc., is headquartered at
1095 Folsom Street, San Francisco, Calif., 94103. Telephone: 415-593-3858.
For more information, please visit the company's website at
http://www.productpop.com.