How Showrooming is Changing the Way Dealers Sell Cars
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There is a lot of talk in the industry about "show-rooming". Show-rooming has been around for a few years in retail but is spreading quickly to the auto industry. People in our industry talk about it but, until now, haven't provided a solution for dealerships. With 25% of car shoppers using only a smartphone to shop, compare, and research their next vehicle, it’s imperative that dealers have a strong game plan around their marketing and consumer experience on mobile devices. Another important find revealed that 63% of auto shoppers researched and shopped online while at a dealership and 33% were lured to a competing dealership based on a mobile advertisement found while at a dealership.
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How Showrooming is Changing the Way Dealers Sell Cars
- 1. How Showrooming is Changing the Way Dealers Sell Cars
- 2. What is the AutoHook Suite of Solutions? We’re not a lead provider, we’re a Show Provider Deliver traffic where it matters – to your showroom • Identify leads who have the highest intent to buy • Drive these leads into your showroom • Get show rates of up to double the national average Copyright 2014 – HookLogic Inc. 2 What we deliver: Avg. Show Rate Avg. Close Rate Avg. Cost per Sale
- 3. HookLogic AutoHook Suite Web2Show Lead2Show Copyright 2014 – HookLogic Inc. 3 Converts traffic from your website into more showroom visitors. Prospects that visit your site are invited to choose a free gift, redeemable by visiting your showroom. Maximizes your 3rd party leads using immediate scoring via data partners such as Polk and Dataium to identify and immediately the highest intent to buy customers. Partners:
- 4. Industry-Leading Responsive Technology All-New Overlay Design with higher conversion opportunity Streamlined form-fill on Mobile Geo-targeting on mobile gives dealers a “showrooming” solution Copyright 2014 – HookLogic Inc. 4
- 5. Presenter: David Metter, President, Automotive Co-Founder of AutoHook Solutions Industry Speaker Former CMO of MileOne Director of Sales for Autobase Dealership Sales, MGT, & GM Copyright 2014 – HookLogic Inc. 5
- 6. How Showrooming is Changing the Way Dealers Sell Cars Copyright 2014 – HookLogic Inc. 6
- 7. Showrooming for Dummies… …but that would be inferring that you are all a bunch of dummies.. Copyright 2014 – HookLogic Inc. 7
- 8. Advanced Showrooming Strategies Copyright 2014 – HookLogic Inc. 8
- 9. 30 Minutes of Showrooming Stats… ….with no executable answers Copyright 2014 – HookLogic Inc. 9
- 10. Showrooming… Copyright 2014 – HookLogic Inc. 10 ….explained to a bunch of smart executioners by a dummy!
- 11. What is Showrooming? Copyright 2014 – HookLogic Inc. 11 Show-room-ing • Verb 1. The practice of browsing goods at a store then buying them online.
- 12. The new normal.. Copyright 2014 – HookLogic Inc. 12
- 13. A big box retailer’s worst nightmare.. Copyright 2014 – HookLogic Inc. 13
- 14. A big box retailer’s worst nightmare.. Copyright 2014 – HookLogic Inc. 14 ..a storefront at your fingertips 24 hours a day.
- 15. Showrooming in a Car Dealership Showrooming is a Very Real Problem for Car Dealerships Too.. 63% use their smartphones while at a dealership lot Copyright 2014 – HookLogic Inc. 15
- 16. Car Shoppers on Mobile What’s the number going to look like in 2014? Copyright 2014 – HookLogic Inc. 16
- 17. Car Shoppers on Mobile If you see a customer on their mobile phone, they are probably going to another dealership. Copyright 2014 – HookLogic Inc. 17
- 18. Car Shoppers on Mobile 1 of every 4 are looking at your competition Over 1 of every 5 are looking at your competitors inventory Copyright 2014 – HookLogic Inc. 18
- 19. So What Are You Going To Do About It? Option A: What if We Do Nothing? Copyright 2014 – HookLogic Inc. 19
- 20. So What Are You Going To Do About It? Option A: What if We Do Nothing? Pro: Con: ..more budget for balloons ..market share ‘leaves’ you Copyright 2014 – HookLogic Inc. 20
- 21. So What Are You Going To Do About It? Copyright 2014 – HookLogic Inc. 21 Option B: Seize The Day!
- 22. Step 1: Think Execution Make sure that you are ‘Responsive’ or can ‘Adapt’. Copyright 2014 – HookLogic Inc. 22
- 23. Step 2: Think Execution Mobile Chat & Texting is a Natural Fit Copyright 2014 – HookLogic Inc. 23
- 24. Step 3: Think Execution Geo-Fenced Mobile Advertising Copyright 2014 – HookLogic Inc. 24
- 25. Step 4: Think Execution Give the customer a reason to get out of his seat.. ..and into your seat. Copyright 2014 – HookLogic Inc.
- 26. Mobile “Showrooming” Conversion Opportunity Copyright 2014 – HookLogic Inc.
- 27. Mobile “Showrooming” Conversion Opportunity Step 1: Step 2: Customer pulls up your dealership site while sitting at competitor dealership. Copyright 2014 – HookLogic Inc. Customer receives Test Drive Coupon via text Step 3: Step 4: Showroom Visit Customer Data Matches Attribution Reporting. Customer sees Test Drive Offer Customer redeems offer in your dealership. Offer pushes customer out of competitor dealership 30 second redemption process
- 28. Ready? Are you ready to be a “showrooming” execution artist? Copyright 2014 – HookLogic Inc.
- 29. Inspect What You Expect Back It Up With Attribution Data Copyright 2014 – HookLogic Inc.
- 30. Award Winning Solutions Copyright 2014 – HookLogic Inc. 30
Editor's Notes
- Thank you for attending HookLogic’s Monthly Webinar Series. This month, our topic is “KPIs that really matter to Auto Dealers”.
- Before we introduce our speaker, I want to briefly give you a background on HookLogic and their AutoHook Suite of Solutions. When dealers and OEMs ask what HookLogic does in Automotive, the easy answer is that we are not a lead provider…. we are show provider. But in reality, we are lot more. Not only do we identify the highest intent to buy customers from your website and 3rd party leads, we drive over 30% of them into your showroom. That’s almost double the national show rate of 17%!! And we have built the Ultimate Attribution Engine. This means that we can track that customer through the lead, showroom visit, and purchase, and deliver a cost per sale that is best in industry. Thousands of dealers use our products every day and HookLogic has driven over 600,000 redemptions (that is showroom visitors) for their customers.
- The HookLogic Suite of Solutions include Web2Show, our website conversion tool & Lead2Show, our post-lead product that uses actionable data and targeted filters to drive the highest intent buyers into your showroom. HookLogic is proud to partner with a number of the best names in the automotive industry, including Dealer.com, RL Polk, ContactAtOnce, and CallSource. HookLogic also services a number of the of the OEMs, including Chrysler, General Motors, Kia, Subaru and others in the auto industry.
- And HookLogic was one of the first vendors in automotive to adopt responsive technology. This allows the consumer to be engaged, no matter what device they are using.
- Our presenter today is David Metter. David leads the Automotive team for HookLogic. The AutoHook products were developed during David’s tenure as Chief Marketing Officer of a large dealer group, MileOne Automotive. Prior to that that, David led the sales organization for Autobase, one of the leading CRM companies in the industry. And he has sold, managed, and been a GM at the dealership level. Welcome David.
- Your customers are shopping your competitors right from your lot. Over 60% of your customers are using their smartphone while in your showroom. When you see this, know that 2/3 of these customers will leave your dealership and visit another store within a day. This is called showrooming. More than ever, dealers need a mobile strategy.
- Because of our responsive design, our call to action changes on mobile, to the form of a mobile banner. Once clicked, we will deliver the incentive either by email or text message and promptly connect the customer to the dealership with either driving directions or a phone call. During our testing with over 200 dealerships, our customers experienced a 15% show rate from our targeted placements (competitive dealerships). These dealerships put together a strong and effortless mobile shopping experience while leveraging Web2Show on their mobile website - for this exact conquest opportunity.
- The status shows redeemed and the customer immediately receives their e-code if that is the dealership’s preferred option. If they choose a mailed card, the email will confirm receipt within 2-3 weeks.
- And HookLogic’s reporting allows their dealers to see activity including leads generated and showroom visits. These reports can be set up to deliver automatically.
- And HookLogic’s reporting allows their dealers to see activity including leads generated and showroom visits. These reports can be set up to deliver automatically.
- So how you are currently winning your moment of truth with your customers? We win our moment of truth for our dealers every single day with increased performance. See how HookLogic has driven hundreds of thousands of customers into a showroom over the past 5 years. If you are looking to increase your leads, showroom visits, and sales, HookLogic will help you win your moment of truth.