Step 1
I created a new feature today, a Press Area, (also see the li'l link above that is near the upper left corner) which details media articles which have either featured The Internet Shopping 24/7 Project or quoted me on various topics of ecommerce.

Step 2
While I was checking the link on the Associated Press article written by Rachel Beck and published in the June 5, 2000 Los Angeles Times, I noticed a banner ad for AutoNationDirect.com located at the top of the webpage containing the story.  I am into automobiles and I have some respectable consulting and research experience in the automobile industry .  I had not, however, heard of AutoNationDirect.com, so I decided to visit the site.

Step 3
The site promised "Instant no-haggle prices on thousands of cars and trucks."  I decided to check out their Honda Odyssey prices and availability.  I first clicked on "Find a new car."  A new webpage appeared and I entered in my area code and clicked on "Tour the lot."  Another webpage appeared; I specified in the dialog boxes that I wanted to check out a Honda (make) Odyssey (model) and then clicked the "Go" button.

Step 4
A message indicating that "We've found 23 cars that match your criteria" (i.e., new Honda Odyssey) appeared near the top of a new webpage.  In the body of the webpage appeared the 23 listings for each car.  Some of the data listed on this page were the year, model/make, style, color, MSRP (i.e., "sticker" price) and the distance to the dealer who actually had the vehicle.

Step 5
Among the colors listed, Dark Emerald Pearl was most preferred by Amy, so I clicked on the link for one of the Dark Emerald Pearl EX models with an MSRP of $26, 415.  I was expecting to see a no-haggle price immediately, when instead, I was greeted by a request for my email address.  I was thinking that this was bogus and that I would need to get in contact with a dealer in order to get the price and that I would be contacted constantly by a dealer (you know, the usual car selling annoying techniques).  I gave a yahoo email address that I rarely use (and I could tolerate receiving junk mail at this account).

Step 6
After entering in my email address, the site indicated that the selling price would be listed in blue.  Looky there, it was listed in blue.  Better yet, the price listed was $21,114 -- yes, $5,301 below sticker.  I was skeptical as this was a very aggressive price.  I knew that CarsDirect.com broke onto the scene with some very aggressive prices (and they are now the #1 online selling "dealer"), so I thought that, perhaps, this was AutoNationDirect.com's strategy.  I  did wonder if this was the price for a new car.  I retraced my path and confirmed that I came in through the "Find a new car" link.  I even checked the "Find a used car" link and saw that the cars listed under this category showed actual mileage as opposed to "N/A" which was listed under the find a new car category.  Even more, I found several other 2000 Honda Odyssey EX models (with unique VIN #'s) listed for a selling price of $21,114 (as well as several selling for sticker price).

Step 7
At this price, I was ready to buy online now.  It took me some time to figure out how to do this.  I called the dealer who was listed as the holder of this vehicle in order to find out about the buying procedure.  No salespeople were available each time that I called (three times) and none of my calls were returned -- and that's supposed to surprise me?

Eventually, I stumbled upon the online procedure for buying a car entirely online and having it delivered to my door.

Step 8
I placed the Dark Emerald Pearl 2000 Honda Odyssey EX that I had selected by Vin # into a "notebook" in order to save it for later reference.  After doing this, I entered the notebook to see if my selected vehicle was stored.  I confirmed that it was there and it was then that I saw buttons labeled "buy," "test drive" and an icon of a trash can.

I clicked on the "buy" button and away I went.

Step 9
A new window opened up and asked me for my name, state of residence, area code, day telephone number, evening telephone number and email address (actually, my email address was already listed).  I entered this information and then clicked on "continue."  This was AutoNationDirect's "Step 1."

Step 10
I was then asked to either "value my trade-in" or indicate that "I don't have a trade-in."  As I was not going to trade-in a car, I clicked on a button labeled "I don't have a trade-in."  This was AutoNationDirect's "Step 2."

Step 11
I was then asked whether I wanted to finance, lease or pay cash for the car.  I clicked on the button labeled "I'm paying cash."

The next webpage said:

"Since you'll be paying cash for the full balance on your vehicle, you have no need to secure additional financing. Please check the figures below to make sure they are correct and then you're on to the final stage in the purchase process. 

  Vehicle Purchase Price:   $21,114 

  Value of Trade-in:                 - $0 

  Amount still owed:               + $0 
 __________________________
  Balance:                        $21,114 "

This was AutoNationDirect's "Step 3."

Step 12
I clicked on the button labeled "continue" and then viewed a webpage which gave me the following alternatives: 
"hold it for me (requires deposit at dealership), 
"deliver it to my home" (requires online deposit via secured credit card transaction),
"take a test drive" (arrange for a test drive), and
"contact us" (contact the dealer)

I saw no point in taking a test drive; I already tried to contact the dealer and I saw that this got me nowhere fast; I'm not going to a dealership, so holding it for me was not a desired option.  Let's see, that left "deliver it to my home."  I selected this option and then was directed to another webpage.

Step 13
I indicated my credit card type, account number, expiration date, "the time that would be ideal for home delivery" -- I selected June 7, 2000 at 10:00am (after I drop Ben off at nursery school) -- my work phone number (already entered into the field) and my home telephone number (already entered into the field).

This webpage indicated "Delivery to your home or office is available if you are located within 50 miles of the AutoNation dealership holding the vehicle for an additional $75. At this time, all trade-in appraisals and transactions with trades must take place at the dealership."  Looked to me that I was clear and ready to get my car home delivered.

I was surprised that I was never asked for my home address.  I was wondering how they were going to know where to deliver the Odyssey in the morning.

I clicked on a button labeled "continue" to send in the order and I was told that my order would be confirmed within four hours.  The message read as follows: "Your home delivery request has been submitted. You should expect to hear from the dealer within 4 hours. Keep in mind that any online loan approvals must have been fully processed before home delivery can take place. The checklist on the right indicates the steps you have yet to complete for home delivery."  No steps were indicated for me to complete.  I had completed AutoNationDirect's "Step 4."

I did indeed receive a confirmation email within four hours (it was near midnight) from the local dealer who was holding the car with the Vin # on which I placed the order.

The confirmation email was confusing:
Dear Bruce,

I have received your request from AutoNationDirect for more information on the 2000 HONDA ODYSSEY.

Thank you for giving me the opportunity to serve you.

I will contact you shortly so that we may discuss any questions you might have regarding your request.

If 617-353-2930 is not the best number at which to reach you, please e-mail me, or for your convenience you can call me at phone: (I withheld the number)

I look forward to assisting you in the purchase of your next vehicle.

(I withheld the "Internet Sales Director's" name and affiliation.)

Step 14
My reply to the confirmation email:
Dear (name withheld),

I did not place a request for more information; I placed a request to purchase online the Dark Emerald Pearl 2000 Honda Odyssey EX with Vin # (Vin # withheld) at "your price" of $21,114, and to have it delivered to my home, "ideally" at 10:00am on June 7, 2000.

Apparently something was communicated incorrectly to you; I will place the order again, and enter my credit card number again.  I have no trade-in; I am paying cash; and I live with 10 miles of your dealership.

(I will save a copy of each webpage as I progress through the order process in order to later clarify any communication if necessary.)

The best place to call me is at home.

Bruce

Step 15
I went through the entire order process again.

Step 16
It is hard for me to believe that the Odyssey that I ordered is going to show up at my door tomorrow at 10:00am.  I felt something similar about the delivery promise made by Outpost.com; and they did indeed surprise and delight me by fulfilling their promise.  When it comes to car dealers, however, all bets are off.  I hope to be pleasantly surprised.