ADP Bolsters Website Efforts By Buying BZ

Automatic Data Processing Inc. increases its presence in the world of dealership websites by acquiring BZ Results, a digital marketing and consulting company.

The acquisition is the latest in a series of moves showing that ADP is putting teeth into its dealership Web initiatives.

BZ founder Sean Wolfington will remain as part of ADP's digital marketing management team. Based in Coventry, RI, 10-year-old BZ has about 100 employees and 650 dealership customers.

The acquisition provides ADP with a critical piece to its Internet initiatives, Dynamic WebSite and Web Marketing, launched this year.

ADP expects an important addition will be BZ's technology and process for managing customer relationships and prospects.

“With BZ Results comes the proven ability to drive sales in greater volumes from online marketing efforts, as well as improved success in closing deals when online prospects arrive at the showroom,” says Steven Anenen, president of ADP Dealer Services.

ADP's efforts in dealer online initiatives, for the most part, have been lackluster in recent years. But late last year, AutoNation Inc., the nation's largest dealership group, picked ADP to build and host its websites.

AutoNation launches its new dealership websites this month, hoping they will enable customers to complete more of the sales process online.