PHILADELPHIA — GoMoto announced this week it has integrated Kelley Blue Book's appraisal tool into its Customer Experience platform. The connection will allow GoMotor users to provide customers with vehicle trade-in values as part of the initial customer registration proces.

Dealers will also be able to use the connection to encourage service customers to trade up and explore inventory while onsite, according to GoMoto officials.

“By the time a consumer walks into an auto dealership, many have already done their research online and are hoping for an expedited sales process. GoMoto is working to help dealerships bring the online experience to their brick-and-mortar stores, and being able to bring the trusted Kelley Blue Book information through our software will do just that,” said Todd L. Marcelle, GoMoto CEO and founder. “Not only will customers have trusted trade-in value at their fingertips, they will experience an efficient, quick and transparent buying process that will make car buying fun again.”

The GoMoto platform is a cloud-based, customizable software designed to allow dealers and their customers to enter their contact information with an integrated driver's license scanning tool, assign salespeople, track ad sourcing, research vehicles, value trade, browse dealer incentives and connect directly to a dealer's CRM.

"Our mission is to empower car buyers with the necessary information to help them get the best deal possible for their trade-in value as well as their new dream car," said Damon Bennett, vice president of syndication and ecommerce for Kelley Blue Book. "We're pleased to partner with GoMoto, an innovator in this space that understands the needs of today's consumers."