Attack the Dealer App Gap: Reach Gen Y – Keep All Customers Close – and Seriously Boost Your Service Appointments.
Attack the Dealer App Gap: Reach Gen Y – KeepAll Customers Close – and Seriously Boost Your Service Appointments. Mark Conner Assistant Vice President, Marketing – Lithia Motor Group
A World Evolving At Record Pace • 46% of all American adults now own a smartphone • U.S. smartphone users spend 109 billion minutes/month on apps • Average smartphone has 41 apps downloaded • Time spent on apps on a smartphone: 64% • Android and Apple makes up 75% of all smartphones ownedSources:Nielsen, July 2012Frank Magid Assoc. Report, June 2012Flurry Analytics Data, 2012Nielsen, July 2012comScore, 2012
Dealers: Get on Board at the 1st Stop… Don’t Chase After the Train! Why should dealers take the time and make the invest to create an app? 58% 18-34 year 74% of American olds make aged 25-34 teenagers up 53% of own a own a time spent smartphone smartphone on appsSources:Nielsen Research, July 2012
Early Adopter: Lithia Motors Group Made the Move• We identified the need to engage with our owners and future customers in this emerging channel• As mobile marketing continues to be refined/defined our app allows for us to directly engage with and empower our customers• Product fully integrated with our DMS system • Inventory including pricing and VDP • Service reminder notifications • Appointment setting• App takes our fully functional web assets into the app itself, plus delivers other useful tools
Early Adopter: Lithia Motors Group Made the MoveSales Strategy Service StrategyThe App is the next logical step The Service Drive and App werebecause… made for each other.• New & used Inventory is listed • Integrated with the DMS• It helps sales teams form relationships with their customers • Easy/Convenient scheduling tool and relationships matter for customers.• The app gives the customer an easy • Sends out appointment and way to view detailed info on their service reminders via push vehicle notifications• It allows a customer to submit a lead• The app is fun! It engages. • Direct link for instant coupons, It empowers. discounts and specials• It’s our virtual sales person • Keeps our service center top of mind and in the customers hand. Every. Single. Day.
Early Adopter: Lithia Motors Group Made the Move• Dealer apps allow for easy prior written consent to receive text messages• App – easy way to get the message out to consumers instantly and avoiding the ever-changing FCC and FTC laws• Push notifications are FCC & FTC compliantCOMPLIANCE
Your Customers Will Simply Love You for It 18% of people who shop with apps use ‘location based• Flashlight services’ to find a location for• Find My Car purchase• Parking Meter• Location Based Services• Appointment Setting• Coupons, Specials and Discounts 25% of people who shop with apps use the app to acquire coupons
Transitioning Your Store to the App-tastic WorldLithia Motors GroupIdentified the following… iOS and Android support Single Brand – All Stores Inventory Integration DMS Integration Service Appointment Setting for Customers Engaging Ownership Tools
App-lying the Product to Your Stores Take Advantage Decide Your Promote App of UnparalleledPick Your App Stores’ Needs Downloads Customer Relationships
Getting Your Team On BoardService and Sales Team Training• Account Rep perform in-house training for both sales and service teams• Prepped reference materials to assist teams during customer interaction• Provide appropriate in-house collateral and promotional materials to assist in teams message• Create performance awards for service & parts personnel• Incentivize download for sales customers who use the ‘Showroom’ tool – coupon offer
App-lying the Product to Your Stores POWER Keep the discussion alive… of the • Promote it through TV andQR CODE radio ads • Promote it during ‘on-hold’• Business Cards phone messaging• Newspaper Ads • Promote it through customer• All mail communications download and activity contests • Promote it through every day language at your store • Promote it via social media
App-lying the Product to Your StoresPoint Of Sale
Taking It Further: Lessons Learned Created Accounts 52% After Downloading My Lithia appAfter selecting the 15 Avg. Pages Visited Per App Useright app,the download isthe singlemost important focus to 19.3 Average Minutes Spent per VISITachieve success Click throughs on Facebook 6751500+ First Month of Downloads 700+ Facebook Engagements
The Results? App-solutely Phenomenal! Official Launch: June 2012 Downloads Appointments Downloads still active made in Q3 after 30 days 200+ 1,500+ 63% First MonthAvg. Time Spent 950+ Avg. Page Viewson App per Visit: Avg. / month on App per Visit:19.3 min 15
Taking It Further: Lessons Learned1. Download the app as part of a vehicle presentation2. Work in flexibility with the ability of the app so stores can have specific, custom messages3. Download app as part of service greeting process4. Make it part of the cashiering process5. Keep engaging offers in the specials tab6. Notify owner base of special sales or incentives for promotions7. Mobil marketing without additional funds from SEM/PPC budgets8. Social/FB conversations – Likes/Referrals
My LithiaLet’s see what the hype is all about!