ChannelNet Ford Case Study


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New buying habits call for new ideas about how to structure the sales cycle. As a proven and trusted Ford supplier for over 20 years, and as creators of, Ford’s original website, ChannelNet knew exactly what to do: create a web sales channel program designed to drive qualified leads into dealerships.

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ChannelNet Ford Case Study

  1. 1. Case Study ChannelNet® drives more qualified leads into Ford dealerships. HIGHLIGHTS According to J.D. Power and Associates, Driving more business by empowering 89% of all vehicle buyers “shop” for cars the customer. • Gives prospective customers all on the Internet before setting foot inside a the information they need about dealership to actually make the purchase. As a leader in customer-focused marketing six Ford Motor Company brand This is a radical change from the days when and user-centered design, ChannelNet vehicles. people drove from dealership to dealership, approached this problem by asking the looking for the shiny new car of their dreams, question, ”What are car buyers looking for • Shortens the sales cycle by knowing nothing about pricing beyond the when they shop for vehicles and service on allowing customers to easily MSRP stickers on the windshields. the Internet?” As it turned out, the answer compare makes, models, was, all the information they need to make features, options and prices New buying habits call for new ideas about a purchase decision or have their vehicle online. how to structure the sales cycle. As a proven serviced conveniently. and trusted Ford supplier for over 20 years, • Sends a more educated, readier- and as creators of, Ford’s original ChannelNet responded with its signature to-buy customer through the website, ChannelNet knew exactly what to do: approach of strategic thinking, creativity doors of Ford dealerships. create a web sales channel program designed and technology. We built DealerConnection. to drive qualified leads into dealerships. com to not only send buyers to their local • Generates approximately $93 dealerships, but to provide them with million in monthly revenue for This web sales channel, DealerConnection, everything they want to know before they Ford. is now generating approximately $93 million walk in to buy or service a vehicle. This in monthly revenue for Ford, with an average includes: daily profit of $750,000. For over 10 years now DealerConnection, Ford’s multichannel • A full set of shopping tools that lets solution, has consistently delivered the customers check vehicle prices; scope out highest quality leads across Ford’s 6 brands various makes, models, features and options; of dealers, generating an average closing rate search dealer inventories for the new or used of 30%. © 2006 ChannelNet. All Rights Reserved.
  2. 2. vehicles they are interested in; and compare Qualified leads translate into higher vehicle models, prices, features, mileage, sales and revenues. options and more against each other. Ford has benefited greatly from this program • A payment estimator that enables by having their sales cycle shortened, their customers to quickly figure out the purchase branding reinforced, and their need for or lease cost of a new or used Ford vehicle. collateral reduced, even as more qualified leads are arriving at Ford dealerships ready to ABOUT CHANNELNET For 21 years ChannelNet has created multichannel solutions that help companies sell complex products and services through traditional sales channels. Each solution is developed with its patent-pending software • Information on incentives and financing buy. A survey by Avenue A/Razorfish reported product, ChannelNet SiteBuilder™, offers at local dealerships to drive sales of that 79.4% of respondents were able to find which significantly reduces the costs and development time of custom particular makes and models. “everything they were looking for” on the solutions. As a full-service company, DealerConnection website. ChannelNet also offers expert • Information on the trade-in values of professional services for everything customers’ current vehicles, so they can get At the same time, ChannelNet designed a site from multichannel sales strategies the full picture of what a new vehicle will cost. that gives individual dealerships significant and best practices to dedicated solution support. The privately- control over their local marketing and sales held company is based outside San • The opportunity to schedule test drives efforts. Dealers can quickly and easily change Francisco in Mill Valley, California, and get quotes online, without having to call prices, offers and incentives; update new and with offices in Detroit, Michigan. dealerships or talk to salespeople first. used inventory; and add promotions to their web pages, without having to go through slow ChannelNet DealerConnection supports Internet-based and expensive IT departments. sales and marketing for a worldwide network 100 Shoreline Hwy of over 5,300 dealers across six brands in 29 The results of DealerConnection speak for Building B, Suite 300 countries and 10 languages. All for a fraction Mill Valley, CA 94941 themselves: a 30% increase in visits to the of what it would have cost—not to mention site in one year; leads up 60%; an overall Tel. 800-677-6858 Fax 415-332-1635 the time it would have taken—to build close rate of 30%. And more satisfied individual sites for each of these dealerships. customers rolling vehicles off the lots, who Email: will doubtless be visiting DealerConnection again when it’s time to service their vehicle or buy the next one. © 2006 ChannelNet. All Rights Reserved.