Join Brian and Jonathan Lucenay from Client Command for a discussion on active shopper trends after the April / May surge. Listen to our latest podcast and learn how to level up your sales strategy by using a data strategy that few dealers understand.
Brian Pasch interviews Jonathan Lucenay, CEO of Client Command, about how the Active Shopper Network is helping car dealers track and engage in-market buyers during a volatile economy. The episode focuses on leveraging consumer data to make smarter marketing decisions and increase profitability.
Economic uncertainty continues to influence car buyer behavior. Lucenay shares that shopping patterns are now closely tied to headlines about tariffs and interest rates, making it more important than ever for dealers to monitor market shifts and adjust strategies in real time.
Despite typical seasonal trends, consumer shopping intensity is below normal levels for mid-year. While total shopper volume has rebounded since the tariff announcements, many buyers are hesitant, waiting for rate cuts or better incentives before making a purchase.
Lucenay explains that dealers who reach out to shoppers at the very beginning of their buying journey see a 36% increase in gross profit. This emphasizes the importance of acting quickly and being first to engage when shoppers signal interest.
Most third-party ad platforms rely on modeled audiences that may only contain 10–20% active car shoppers. In contrast, the Active Shopper Network uses actual online behavior to identify people who are actively researching and comparing vehicles across sites like Google, OEM pages, and marketplaces.
A recent test with 28 dealers and Spectrum Reach demonstrated the power of targeting verified shoppers through connected TV ads. Dealers averaged $200K in gross profit from just $5K in spend—a 40:1 return—by using Client Command’s real-time audience data.
Pasch shares a story about his son’s recent car-buying experience to reinforce that timing, a competitive offer, and trustworthiness are key to closing deals. Dealers that fail to recognize this risk losing shoppers to competitors who move faster and offer better trade values or pricing.
Dealers can visit clientcommand.com to request a free mini demo. After entering basic details about their location and brands, they’ll receive a custom video showing the volume of active shoppers in their market—by zip code, PMA, or vehicle type.
For dealers facing a softer June or July, the takeaway is clear: the market is still active, but competitive. Lucenay and Pasch urge dealers to stop relying on diluted ad strategies and start investing in verified shopper audiences to improve lead quality, conversion rates, and long-term profitability.
Brian Pasch interviews Jonathan Lucenay, CEO of Client Command, about how the Active Shopper Network is helping car dealers track and engage in-market buyers during a volatile economy. The episode focuses on leveraging consumer data to make smarter marketing decisions and increase profitability.
Economic uncertainty continues to influence car buyer behavior. Lucenay shares that shopping patterns are now closely tied to headlines about tariffs and interest rates, making it more important than ever for dealers to monitor market shifts and adjust strategies in real time.
Despite typical seasonal trends, consumer shopping intensity is below normal levels for mid-year. While total shopper volume has rebounded since the tariff announcements, many buyers are hesitant, waiting for rate cuts or better incentives before making a purchase.
Lucenay explains that dealers who reach out to shoppers at the very beginning of their buying journey see a 36% increase in gross profit. This emphasizes the importance of acting quickly and being first to engage when shoppers signal interest.
Most third-party ad platforms rely on modeled audiences that may only contain 10–20% active car shoppers. In contrast, the Active Shopper Network uses actual online behavior to identify people who are actively researching and comparing vehicles across sites like Google, OEM pages, and marketplaces.
A recent test with 28 dealers and Spectrum Reach demonstrated the power of targeting verified shoppers through connected TV ads. Dealers averaged $200K in gross profit from just $5K in spend—a 40:1 return—by using Client Command’s real-time audience data.
Pasch shares a story about his son’s recent car-buying experience to reinforce that timing, a competitive offer, and trustworthiness are key to closing deals. Dealers that fail to recognize this risk losing shoppers to competitors who move faster and offer better trade values or pricing.
Dealers can visit clientcommand.com to request a free mini demo. After entering basic details about their location and brands, they’ll receive a custom video showing the volume of active shoppers in their market—by zip code, PMA, or vehicle type.
For dealers facing a softer June or July, the takeaway is clear: the market is still active, but competitive. Lucenay and Pasch urge dealers to stop relying on diluted ad strategies and start investing in verified shopper audiences to improve lead quality, conversion rates, and long-term profitability.
The energy, insights, and edge you’ve been missing are waiting at the 2025 Modern Retailing Conference
© 2025 Pasch Group. All Rights Reserved.
