Merchandising and Comvoy

Merchandising That Moves the Needle: Why Details Matter in Omni-Channel Listings
Author: Gavin Fitzgerald, CSM II

One point I always come back to with dealers is this: your inventory isn’t just what’s parked on the lot - it’s the way you choose to present it to the world

The showroom floor has ultimately gone digital and the way your vehicles are merchandised directly impacts how many eyes they get on your WTS site, OEM locators, Comvoy, and in Google Vehicle Listing Ads (VLAs). When your merchandising is optimized, those digital touchpoints translate into more leads, faster sales, and happier customers.

So, what does "optimized" actually look like? Here are the top three I encourage all of our commercial dealers to focus on:

1. Pictures: Worth way more than 1000 words

Unfortunately, we’ve all seen it - a blurry, single-photo listing that barely shows the vehicle. Nowadays, commercial buyers today expect much more. Ten or more high-quality, original photos not only increase buyer engagement but also instill and boost confidence before a customer ever sets foot on your lot.

Think about it: Your customer base is often making purchase decisions from a job site or office. Some of your most valued clientele are scrolling through your inventory listings on their phone during their lunch break. Time is money and detailed photos of the exterior, cab, bed, upfit, and additional equipment allow them to visualize exactly how that truck or van fits their business needs; efficiently and effectively.

2. Pricing Transparency Builds Confidence

We understand that you may hesitate to list pricing, but the data is clear- inventory with transparent pricing gets more clicks, more calls, and more serious buyers. In today’s market, buyers are doing a majority of their research online before reaching out. If your vehicles don’t show pricing, you’re at risk of being passed over for the dealer who does.

Listing a competitive price doesn’t just put you in the game - it shows buyers you’re serious about earning their business.

Plus, you can include sale banners, detailed pricing line items, and descriptions of each on your Work Truck Solutions site. Show your buyers just how much value their next commercial vehicle will provide 

3. Invoices: The Missing Piece of the Puzzle

Uploading invoices might not seem like a big deal, but it’s one of the easiest ways to differentiate your dealership. By showing the breakdown of chassis, upfit, and equipment costs, you’re providing transparency that fleet buyers value. For complex vocational units, that clarity is often the difference between a quick decision and a stalled one.

Why This Matters Even More with WTS

At Work Truck Solutions, we’re not just hosting your inventory on your dealer site. We’re powering a true omni-channel presence:

• OEM National Locators - We work with all major commercial OEMs (Ford, Ram, Chevrolet, and more) to make sure your inventory is front and center where national buyers are looking.

• Comvoy – Our national locator site is backed by over a $1 million annual investment in targeted Google VLAs, driving buyers across the country to your listings.

• Upfit Partner Network – From Knapheide and Reading to Morgan, Royal, DuraMag, Monroe, and more, our partnerships with leading body and equipment manufacturers ensure your vocational inventory is seen by the right audiences.

The common denominator? Merchandising quality matters everywhere. Whether it’s your Work Truck Solutions site, an OEM locator, our Comvoy National Locator, or a Google VLA, the better your listings are built, the more effective these channels become.

Final Thoughts

Commercial buyers aren’t just buying trucks - they’re buying solutions. And the way you present those solutions online is often your first (and best) chance to earn their trust.

So, invest the time in original photos, invoices, and pricing. Because when you combine strong merchandising with the omni-channel reach of Work Truck Solutions, you’re not just showing inventory - you’re owning the conversation across every channel that matters.

Looking for guidance on how to strengthen your merchandising and take full advantage of our omni-channel integrations? Connect with your CSM today - we’ll walk you through the best practices we’re seeing move the needle for dealers nationwide.