TRADER Introduces Live Chat Solution To Connect Car Shoppers With Dealers Online


TRADER announced a new strategic partnership and messaging platform that will enhance the car shopping experience for Canadian consumers.

The company has partnered with online messaging software provider, Contact At Once!, a LivePerson Company, to introduce conversational commerce to the marketplace and the new and improved TAdvantage dealer websites across Canada.

TRADER’s live chat solution lets consumers connect with dealers on the go – live and in real-time. It shortens the time car shoppers typically spend inquiring about inventory and dealership-related information, helping to improve their car buying experience and get them into the dealership sooner.

“To keep pace with consumer trends and expectations, we are continuing to make enhancements to the marketplace to increase consumer engagement and attract more visitors to our customers’ vehicle listings,” said Jill Hadfield, chief product officer, at TRADER. “We know that car shoppers are always looking for a faster, more convenient and seamless shopping experience, and live chat, text and in-app messaging will help provide that to them.”

The new online messaging platform is offered to all TRADER marketplace customers, with three levels of service available to support conversations with consumers:

  • Chat Direct – A self-managed solution provided to customers at no charge. Chat Direct includes chat, text and in-app messaging on the marketplace.
  • Chat Plus – An enhanced solution that includes the same features as Chat Direct – plus English and French speaking live agents available to reply to messages 24/7.
  • Chat Total – A complete messaging solution that lets consumers and dealers connect just about anywhere including the dealer’s website

Adding the capability for car shoppers to connect with dealers directly from their mobile and desktop inventory listings makes the communication process much more efficient. It will also enable automotive retailers to start building engagement and more frequent touch points with consumers throughout their car buying journey.

“Consumers are trending toward conversational commerce and relying on messaging apps for all forms of communication, including when they’re car shopping. In fact, over 75 per cent of surveyed car buyers said they’d prefer to message with a business rather than call or email,” said Jon Arnett, head of Contact at Once! Canada. “The ability to connect with dealerships wherever and whenever they want to, and get questions answered in real-time, can make the car buying experience simpler and more satisfying. And I’m speaking from experience: I’ve personally purchased two vehicles via Chat.”