In the digital marketing world, the key to success is standing out with a unique and original strategy. Or in simple terms, using an outlandish idea no one would expect. ‘Cars.com‘ delivers a service with a twist — a ‘Tinder’-esque platform made to matchmake users with cars they would like to consider in their decision to buy one.
The community site’s new campaign launched ads centred the around the idea of treating your potential car like a full-time life partner. The tagline “we met on Cars.com” really gives off the connotation of online dating. But it’s not just for the gear-heads and “autophiles”, à la Nathaniel from ‘My Strange Addiction‘.
The site matches a user based on their lifestyles preferences under an algorithm. A consumer profile is curated based on 15 different lifestyle preferences, and the website gives up to 20 recommendations based on those choices. From this alone, the website garnered large increases in returning visitors, profile creation and email leads. This also meant twice the amount of website visits!
This is great for the new generation of consumers who now prefer to shop online than in-store! What’s important for most high involvement products is that personal touch that allows for customisation. And what better than to incorporate a matchmaking service catering wholly to what you want? Keep in mind that 10% of vehicle transactions are forecasted to take place online by 2019.
So, would you use this app? Are matchmaking algorithms ready to make their transition from dating apps to ecommerce sites? Could this be a better tactic to market high risk purchases such as cars or even houses? Let me know in the comments section below!
The Why-Fi 
I definitely think this is a good strategy for targeting high involvement purchase. The purchase of something like a car is a very high involvement process for many so I think that consumers would appreciate the care they can receive when making their purchase consideration thus many consumers would opt to use this service
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