Jeff Kershner presented on how mobile technology is impacting the auto industry and dealerships. He discussed the trend of "showrooming" where customers research options online while at dealerships. To combat showrooming, he recommends dealers embrace mobile by providing tablets to engage customers during the shopping process to build trust and increase sales. Mobile apps from manufacturers and for financing, vehicle history reports, customer reviews and test drives can be used to immerse customers.

1. Jeff Kershner
Founder of DealerRefresh.com
HookLogic Automotive
Vice President Strategy & Customer
Experience
Jeff.kershner@dealerrefresh.com
t: @dealerrefresh

2. Agenda
• How mobile is impacting your daily business
(and you might not even know it)
• What’s causing consumers to partake in this
one nasty action called “Showrooming”
• How to prevent it OR embrace mobile
technology on YOUR showroom floor

3. Brave New Digital World
120 million owners
50 million owners

4. Everyone is now connected

5. Great Nan-Nan Kershner

6. Even dealers are Mobile

7. New Shopping Habits

8. Mobile Traffic Never Stops

9. Mobile can suck…

10. What is Showrooming?
Showrooming is the practice of examining
merchandise in a traditional brick and mortar
retailer while cross shopping online (by mobile).

11. Showrooming Statistics

12. Showrooming Statistics
31% of in-market vehicle shoppers visited auto
websites via their smartphones – up from 17%
in 2010
Over half of those shoppers did so while
physically at a dealership!

13. What causes Showrooming?
• Lost of trust in the dealership or sales
professional due to experience.
• Looking for something else – options, colors,
trim, specials.

14. Showrooming my Ford Fusion

15. Leave’m alone, they’ll be on their
phone!

16. Prevent Showrooming?
Get them OFF their mobile device and get them
engaged with YOUR mobile device!

17. Tablet Engagement =
Increased Customer Confidence
Increased Trust
Increased Satisfaction
Increased GROSS profits

18. During the shopping process, consumers
most often use their mobile devices at
the dealership to access:
Vehicle pricing information (72%)
Model / Feature information (52%)
Search inventory (38%).

19. Engagement

20. Search, Comparisons, Pricing, Insights

21. Give it try…
Go to http://www.dlrfr.sh/freecarstory

22. Manufacturer to-dealer Mobile Apps

23. Other Engaging & Why-By Apps
Manufacturer to dealer app
Financial Credit app
CarFax or AutoCheck
Customer reviews
Service walk video
A video of the original owner

24. What are you waiting for?
Increased Customer Confidence
Increased Trust
Increased Satisfaction
Sell more vehicles with Increase
GROSS profits

25. Jeff Kershner
Founder of DealerRefresh.com
HookLogic Automotive
Vice President Strategy & Customer
Experience
Jeff.kershner@dealerrefresh.com
t: @dealerrefresh