Art Technology Group (News - Alert), (ATG), an e-commerce platform and optimization services provider, has announced that Equipment Trader, the largest online classified advertising marketplace for equipment buyers and sellers, has launched enhanced calling capabilities for its advertisers with the help of ATG’s eStara (News - Alert) Click to Call service.

"EquipmentTraderOnline.com has just re-launched with improved lead generation and dealer inventory management tools," said Nick Petsos, brand manager of Equipment Trader, in a Wednesday statement.

"eStara Click to Call is a key feature in the Web site redesign that proactively and intelligently engages consumers at strategic points throughout the sales process."

Dealers and independent owners can use Equipment Trader to easily assess more than 1 million active equipment buyers each month. These buyers have shown interest in researching and purchasing new and used equipment online.

The Web serves as an extension of the brand to deliver a positive online experience to the customer, turning a browser into a buyer. Click to Call creates a continuity of experience for consumers as they transition from the Web to the phone from any directory listing for immediate contact with the seller.

Equipment Trader is a division of the classified advertising, publishing and web and data services company. This division has implemented eStara Click to Call in an effort to provide shoppers with the opportunity to immediately speak to a dealer with a click of a mouse.

In turn, dealers receive real-time information about the buyers, including data detailing at which point during the transaction the buyer decided to make the call. This information provides the dealer with insights into a potential customer’s needs, prompting a more hands-on conversation.

"Media companies like Dominion Enterprises are looking to differentiate themselves in a highly competitive cross channel industry," said Shari Solis, vice president, media at eStara, in Wednesday’s statement.

 

"eStara Click to Call delivers real-time personalized service to increase conversions, reduce site abandonment, collapse call handling times and make the online experience more relevant for potential equipment buyers."

As a fairly new technology – at least in terms of adoption – click to call has proven to be a crucial key in advancing the customer experience. As competitive as the automotive retail industry is, Equipment Trader must rely on such solutions in order to drive customer retention, as well as attract dealers.

Any web-based company can benefit from the implementation of a Click to Call as it not only helps to drive customer service, it also helps to reduce the demand within the contact center as calls can be routed exactly where they need to be, delivering with them information as to the site location of the customer.