More than half of dealer web traffic (54.06%) shows up after the doors lock. That shopper is looking at your price at 9 p.m. with nobody around to explain freight, setup, or the doc fee. If the number on the screen doesn’t match the number at the desk, they won’t buy from you.
If the price on your website leaves those fees out, you have a compliance problem, not just a sales problem. The FTC expects the price you advertise to include every mandatory fee. Price Box gives you the tools to show that price on every unit on your Dealer Spike website. It’s available now to every Dealer Spike dealer at no extra cost.
The industry is moving to all-in pricing
All-in pricing is already moving through auto, and it’s heading our way. The FTC’s position is simple. The advertised price must include every charge the buyer must pay. Government taxes, title and registration can be listed separately. Fees you charge every buyer, like freight, setup and doc fee, belong in the price.
The tricky part has never been wanting to show the whole price. It’s been doing it. OEM MSRPs usually leave out freight and setup, so the number on the brand’s site and the number you need to show don’t match. Most dealers have been left with two options: type every fee into every unit by hand or wait for someone to build a better way.
We built the better way. What Price Box does.
Price Box puts a clean, all-in price on every listing and detail page of your Dealer Spike website, so shoppers see one clear number with the math right underneath it.
- Shows one total price. Every listing and detail page shows one price, labeled Total Price by default. Base price, freight, setup, doc fee and any dealer discounts are itemized underneath.
- Uses your fees. Set fees by store or adjust them unit by unit. Rename the labels to match the terms your dealership uses.
- Pulls from your DMS. You can pull pricing fields straight from your DMS. If you don’t use a DMS, set your store defaults instead.
- Shows a reference price. You can keep MSRP or dealer retail as a reference price and show the shopper’s savings. Make sure any reference price is accurate, since the FTC also looks at misleading discount claims.
- Lets you preview first. Turn Price Box on or off at any time. Check the live preview before you publish.
- Costs nothing extra. Price Box is included with your Dealer Spike website.
Why showing the whole price pays off
Top-turning dealers show pricing on 83.30% of their units. When the price on your website matches the price at the desk, shoppers come in ready to buy, and deals don’t stall over fees nobody mentioned.
If you’re worried an all-in price will look higher than a competitor’s, think about the shopper comparing two units. They’ll trust the dealer who shows every fee over the one whose total changes at the desk.
This is your chance to be the first dealer in your market showing a clean, honest price.
PRICE BOX SETUP
How to turn on Price Box
Pricing transparency is the direction the whole industry is heading. With Price Box, your website gets there first in your market.
