Acton Toyota Scion CASE STUDY #1 ►DATAONE SOFTWARE Prepared by Matt Lamoureux | Director of Marketing & eCommerce | September 2007 As the Director of Marketing & eCommerce for Acton Toyota Scion, one of Matt Lamoureux's responsibilities is to manage and grow the dealership's free-standing Internet sales division: Acton Toyota.com! CHALLENGES Although keeping pace in a competitive market, Acton Toyota Scion was not meeting its potential to generate home grown Internet leads. Together Matt Lamoureux and GM Mike Hills recognized the time had come for Acton Toyota Scion to leverage the dealerships online success and leave the competition in the rear-view mirror. To accomplish this, Acton Toyota Scion would need to merchandise used vehicle inventory in-house, rather than relying on a vendor motivated not by image quality but image quantity. Furthermore, Acton Toyota Scion would introduce a cutting edge new Web site that would not only be faster and more reliable, but it would also be optimized for industry leading success with the various search engines. SOLUTIONS To merchandise used vehicle inventory online, Acton Toyota Scion would take advantage of DataOne’s iMarket Auto Inventory Management Solution. iMarket Auto provided Acton Toyota Scion the ability to easily edit vehicle data, pricing, dealer notes, and photos posted on a number of 3rd party Web sites. Moreover, iMarket Auto allowed Acton Toyota Scion to quickly and easily print its own used vehicle window stickers. Satisfied with all that iMarket Auto had to offer, it only made sense Acton Toyota Scion would turn to DataOne Software to build their innovative new Web site. The challenge would not only be to generate additional traffic, but also, to convert that traffic into high quality homegrown leads. RESULTS In less than two years time, Acton Toyota Scion's Internet division morphed into a thriving Internet operation that accounts for roughly 50% of Acton Toyota Scion's overall sales volume and generates in excess of $35 million annual sales revenue. This staggering growth earned Acton Toyota Scion the cover feature in Ward’s Dealer Business magazine during April 2007. The story cited 50% growth in Internet sales volume and one year advancement from 95th to 40th place on Ward’s annual list of the nation’s top 100 eDealers. AutoDealer Monthly magazine then named Acton Toyota Scion as having the #1 rated dealer Web site across all brands in the entire nation.