Darwin Automotive develops new algorithm designed to boost e-commerce parts sales


Darwin Automotive introduced Tuesday an exclusive Darwin Online algorithm for automotive parts solution RevolutionParts that is designed to give auto dealers a competitive edge in eommerce auto part sales.

The newly developed algorithm uses a vehicle’s VIN to find three top accessories that can be presented to consumers at checkout.

This process closely reflects that of Amazon’s when a customer checks out online, said Darwin Automotive chief executive officer Phillip Battista.

“Just like Amazon we say, ‘Hey, customers like you also bought these three things.’ It’s a highly successful form of suggestive selling,” Battista explained in a news release. “For years dealers have lamented that the accessory business is a huge hole in their world — something they cannot really take advantage of. Well now they can.”

Darwin Online interfaces with more than 142 individual product providers, according to the company.

In addition to allowing dealerships to control their profitability and disclosure, the platform provides accurate payments that match the dealership’s DMS and interacts with all dealership websites without any need for DMS integration.

“Aftermarket accessories is a huge market and most new vehicle owners will purchase accessories within 45 days. The problem is, they purchase from someone other than the selling dealer. To be successful, in the past dealers almost needed a separate accessories department and salesperson,” added Battista.

“With Darwin Online we can show that every car dealership can be its own accessories superstore without a huge effort. They have these quality factory parts in stock and just need to inform their customers at the point of purchase. For example, Darwin Online takes that new 2018 Ford Explorer purchaser and shows them that the top three suggested accessories are all-weather floor mats, running boards and a luggage rack. We suggest the best OEM parts for that customer and our dealers are seeing an incredible boost in their accessory sales,” he explained.

Using a combination of algorithms, in real-time, Darwin analyzes customers’ answers to a set of needs-discovery questions, deal information, previous ownership history and other details stored in the dealership’s DMS.

Additionally, Darwin also produces a Driver’s Needs Analysis, through predictive analytics, that scores F&I products based on the buyer’s need and the likelihood the customer will purchase those protections.

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