TRADER, Dealertrack partner on digital retailing tech


TRADER Corporation and Dealertrack Canada have announced an exclusive partnership that will introduce an industry-first transaction communication platform to Canadian automotive retailers.

A release issued this week suggested the companies would “bridge the gap” between the online and in-store consumer experience while enabling the transformation of auto retailing through connected car buying technologies.

The new technology will be available in market on April 1.

“From ride-sharing services to accommodation booking sites, there has been a paradigm shift in the retail industry and the seemingly instantaneous rise of brands that empower the consumer,” the release read.

“These brands have disrupted the traditional retail shopping experience and set the new standard for the type of online convenience that is now expected by consumers.”

Edwin Ulak, vice-president of product at TRADER said today’s connected car buyer expects an accelerated shopping experience that is efficient, transparent and seamless.

“They want to save time at the dealership, and they want to take control and design their own shopping experience – across every aspect of the deal,” Ulak added.

TRADER and Dealertrack Canada both said they would deliver a platform that enables dealers to streamline their deals and engage with consumers much earlier and at various stages in the purchase process.

The partnership provides the ability to exclusively embed Dealertrack digital retailing tools into TRADER website solutions across Canada.

It will facilitate deeper integration into the full website and advertising platforms providing consumers a seamless and efficient user experience and enriched workflow that is unmatched in the Canadian ad-tech space.

“We are excited by this partnership that will benefit both consumers and automotive retailers, providing a more efficient process for vehicle purchases in Canada,” said Richard Evans, vice-president and general manager at Dealertrack Canada.

This partnership allows car buyers to personalize their payments, appraise their vehicle trade-in, apply for financing, and select various Finance & Insurance products.

Bringing these in-store experiences online will educate and empower the consumer before they visit the dealership – and make the face-to- face sales experience more efficient for both the consumer and retailer.