Chrome Systems Automotive Digital Marketing


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Chrome Systems Automotive Digital Marketing

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Chrome Systems Automotive Digital Marketing

  1. 1. Using Build-a-Car Tools to ENGAGE and RETAIN Site Visitors Michael Thelander, Chrome Systems (Web 2.0 and the engaged auto surfer)
  2. 2. In This Session: <ul><li>Build-A-Car Tools: What are they, and who needs ‘em? </li></ul><ul><li>Key technologies and examples from IZMO, Dealerskins,, and Chrome using: </li></ul><ul><ul><li>Off-the-shelf configurators </li></ul></ul><ul><ul><li>Web services </li></ul></ul><ul><ul><li>Custom tools built on raw data </li></ul></ul><ul><li>Evaluate your current an future build-a-car tools using KANO analysis: how to separate the good from the bad </li></ul><ul><li>What to expect in the years to come </li></ul>days
  3. 3. What do we mean by “Engage”? <ul><li>To attract and hold the attention of; engross </li></ul><ul><li>To win over or attract </li></ul><ul><li>To draw into; involve </li></ul><ul><li>To become meshed or interlocked </li></ul><ul><li>To enter into conflict or battle </li></ul>Think about engagement as two-way communication, as a give-and-take. See it as relationship that can move from interest to dating to marriage.
  4. 4. Build-a-Car: What is it? <ul><li>A tool that allows web site visitors to INTERACTIVELY equip , price , research , and compare vehicles </li></ul><ul><li>In other words, a tool that lets that faceless, invisible, valuable consumer ENGAGE with your site and your product offerings </li></ul>
  5. 5. Who needs it? <ul><li>Anyone who wants web visitors to take “mental” ownership </li></ul><ul><li>JD Powers OEM Website Usability Report, January 2007: </li></ul><ul><ul><li>Of 36 OEM web sites reviewed, every one had a fully functional build-a-car feature </li></ul></ul><ul><ul><li>In comparing the top sites JD Powers specifically called out the “detailed Build-A-Vehicle tool” </li></ul></ul><ul><li>Nearly 70% of consumers use the internet for research </li></ul><ul><li>2006 YAHOO study says nearly 64% of consumers visit sites where they can compare advantages / disadvantages </li></ul><ul><li>Anyone who wants to ENGAGE their web visitor and turn them into a showroom visitor </li></ul>
  6. 6. Key Technologies and Examples <ul><li>Framed-in configurator: </li></ul><ul><ul><li>Plug-and-play mini-site embedded in your current site </li></ul></ul><ul><li>Web services toolset: </li></ul><ul><ul><li>Tools kits that allow developers to create highly customized configuration, comparison and research tools on their own sites </li></ul></ul><ul><li>Sites built on raw data: </li></ul><ul><ul><li>Custom implementations built from the ground up </li></ul></ul>
  7. 7. Analyze your Build-A-Car using KANO <ul><li>A process named after ______________ </li></ul><ul><li>A process used by product managers to make winning products year after year </li></ul><ul><li>Includes an objective analysis of your tool based on: </li></ul><ul><ul><li>“ Better Not Be” rules to avoid at all costs </li></ul></ul><ul><ul><li>“ Must Be” things you have to have </li></ul></ul><ul><ul><li>“ More is Better” features </li></ul></ul><ul><ul><li>“ Surprise and Delight” features </li></ul></ul>
  8. 8. “ Better Not Be” <ul><li>Slow : Perception of slowness is a death sentence </li></ul><ul><ul><li>Time to load vehicles </li></ul></ul><ul><ul><li>Time to change options </li></ul></ul>
  9. 9. “ Better Not Be” continued <ul><li>Difficult to navigate : The mouse is an ejection handle </li></ul><ul><ul><li>What’s the next step </li></ul></ul><ul><ul><li>What do you want me to do? </li></ul></ul>
  10. 10. “ Must Be” Continued <ul><li>Accurate : Prices and features set a customer expectation that’s difficult (or impossible) to overcome. </li></ul><ul><li>Even though visible prices often bother sellers… </li></ul><ul><ul><li>Web customers require their absolute transparency </li></ul></ul><ul><ul><li>Web customers know that while price is not the only component of value, it is clearly essential </li></ul></ul>
  11. 11. “ Must Be” Continued <ul><li>Accurate : Prices and features set a customer expectation that’s difficult to overcome </li></ul><ul><li>Easy to Find: Take a tip from OEMs who place their Build-a-Car in prominent spots: </li></ul>
  12. 12. “ Must Be” Continued <ul><li>Directed : Provide the user with calls to action that make sense and encourage greater engagement </li></ul>
  13. 13. “ More is Better” <ul><li>Pictures, pictures, pictures : A picture is more valuable than any number of words or claims </li></ul>
  14. 14. “ More is Better” continued <ul><li>Editorial content: Web shoppers are independent, and are looking for sources of non-manufacturer, non-dealer content </li></ul><ul><li>They are going to find the content they need: If you don’t provide it they’ll go somewhere else </li></ul><ul><li>They will create comparisons! Is it better that you help them, or hide from them? </li></ul>
  15. 15. “ Surprise and Delight” Features <ul><li>Those features that are capable of tipping the scales and giving you a distinct competitive advantage. Or… </li></ul><ul><li>Those features that invoke the words “I didn’t know you could do that!” </li></ul>
  16. 16. “ Surprise and Delight” feature #1 <ul><li>Color-change photos: Not just an image of the car in a new paint job, but in the paint scheme the user selected when they built it </li></ul><ul><li>Added cost? Often nothing. Included with Carbook Showroom, included with Redline. </li></ul>
  17. 17. “ Surprise and Delight” feature #2 <ul><li>Spins and movies: 360 views and full-motion movies </li></ul><ul><li>Added cost: Only $100 per month per dealership </li></ul>
  18. 18. “ Surprise and Delight” feature #3 <ul><li>Something OEMs have figured out… </li></ul><ul><li>Customers that SAVE a vehicle they’ve built are fully engaged, have begun to have a sense of ownership, and are more likely to buy . </li></ul><ul><li>6 out the top 10 OEM web sites from the JD Power report allow visitors to save a configuration or email a configuration to themselves. </li></ul>
  19. 19. “ Surprise and Delight” feature #3 <ul><li>So far only seems to have fully figured this out </li></ul><ul><li>Our forecast: In twelve months this will be a key differentiator in dealer web sites, and the surest protection against losing control of an interested lead to an OEM site who might then direct them somewhere else . </li></ul>
  20. 20. To Sum Up: <ul><li>Your greatest e-commerce need is to engage a faceless, nameless surfer and make them real </li></ul><ul><li>Unless you want to offer free access to a web-based driving game, build-a-car is your most engaging feature </li></ul><ul><li>You need to pursue every opportunity to direct users and to get them to engage, from requests for more info or quotes to a Save My Vehicle feature </li></ul><ul><li>There are ways to add or improve build-a-car for every type of web site , using either off-the-shelf tools, web services, or raw data products </li></ul>
  21. 21. Question and Thanks Reach Michael Thelander at: 503.963.6415 or