TRADER Updates Website Solution For Canadian Automotive Retailers


TRADER announced the release of an improved TAdvantage, a dealership website solution designed to drive consumer engagement and create unique website experiences.

“We listened to feedback from hundreds of customers nationwide about the challenges they experienced with our third-party website platform, and invited them to share their thoughts on what our new technology solutions should encompass,” said David McMinn, COO at TRADER. “By bringing these technologies in-house and building the new TAdvantage from the ground up with our customers’ needs in mind, we are delivering more rapid innovation and the most advanced, Canada-first website solution in market.”

The new TAdvantage features improved performance reporting and analytics, enhanced personalization functionality, and advanced integration with digital advertising campaigns. It is a cohesive solution that is engineered to optimize the entire consumer journey from Marketplace to digital ads to websites.

It uses the WordPress open-source platform and is responsive across all devices including desktop, mobile and tablets. Major innovations include website personalization, dynamic finance calculator on the Vehicle Details Page (VDP), real-time website customization, and flexibility to build custom landing pages. Future iterations of the website platform will also include integration with Instant Cash Offer, a new online tool that generates certified vehicle valuations for consumers looking to sell or trade-in their vehicles, and connects dealers directly with these pre-qualified consumers.

TRADER’s live Chat solution is also available on TAdvantage dealership websites, enabling automotive retailers to leverage conversational commerce throughout the consumer journey. It is also integrated with TRFFK, the market leading digital advertising solution that enables retailers to advertise their dealership and inventory across major Canadian media channels and seamlessly integrate creative and content to promote their brand.