Niko Nelisson from Tap Crowd presents how Kia turned website visitors into showroom visitors with a mobile app at IgnitionOne's European Automotive Summit, June 2014

1. Mobile marketing for automotive
Lead generation and engagement through a mobile app

2. 2
Loyalty
Test drives
VisitsRevenue
CRM
Leads
Increase test drive demand
Add valuable CRM data and
increase showroom visits
Convert web traffic into showroom visits
Establish long term brand engagement and loyalty
More revenue and margin to
your dealership network
WHAT WE DO FOR AUTOMOTIVE

3. 3
Challenge #1
Deals are closed in the showroom,
not on your website.
How do you turn website visitors into
showroom visitors and generate more
test drives?
?
?

4. 4
Challenge #2
Prospects may visit your showroom
without talking to a sales person.
How do you reach out to these prospects
after they left ??
?

5. 5
The Solution
An app around your brand and your dealers allows you to turn website visitors into showroom visitors and to
“retarget” prospects in the physical world.
The app bridges the gap between the
online world and the physical world.

6. TURN WEBSITE VISITORS
INTO SHOWROOM VISITORS

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Step 1
Website visitor builds ideal car with your car configurator. User can easily save his ideal
car to the smartphone, by installing the app.
Target users who would otherwise leave your website without leaving contact details
“Put your future car in your pocket”
Compelling reason for user to install app:
 Show it to friends
 Keep it close with you
 Revisit your selected car options
 Use as checklist in showroom

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Step 2
User receives “push messages” on his
phone, at the right place & time, to invite
him into the showroom.
Behind the scenes
App gathers lots of information about
user: interests, location, activity... Based
on all this data, the optimal place & time
is defined to reach out to user.

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Step 3
When prospect enters showroom, sales person receives a Lead Alert,
including user profile of the visitor.
LEAD ALERT – in showroom
Top interest: Opel Adam
Name: Annie
Last website visit: 1 day ago
Last showroom visit: none

10. RETARGET SHOWROOM VISITORS

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Step 1
Visitors scan QR codes next to cars, to compare various models. The app is
automatically installed (after scanning QR code or via iBeacon). The app shows
differences between selected models at a glance: e.g. trunk size, engine...
INFO SHEET
Model X
Price: 000

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Step 2
User receives “push message” on her phone or tablet, at the right place &
time (e.g. at home) to invite her into the showroom for a 2nd visit.

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Step 3
When prospect revisits showroom, sales person receives Lead Alert,
including user profile of the visitor.
LEAD ALERT – in showroom
Top interest: Opel Adam
Name: Annie
Last website visit: none
Last showroom visit: 7 days ago

14. OVERVIEW ALL AVAILABLE APP
FEATURES

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App features to support the entire customer life cycle
Purchase
Store
“My ideal car”
Compare
models
ATHOME
&ONTHEROAD
INSHOMROOM
Catalog Dashboard
Lights manual
Make service
appointment
Annie,
you’re welcome
for a test drive of
model X
Calculate
financing
NOTIFICATIONS
Road
assistance
Maintenance Purchase
extra’s
Special offer,
Only this weekend
Sports pack for free
Don’t foget winter
tires, snow is coming
!
How’s the new car ?
Any questions, call
us !
Discuss “My ideal
car” with sales rep

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App types
BRAND APP
Lead
generation
LOYALTY APP
Long term
engagement
DEALER APP
Car owners
Different app types - different goals
Launched as 3 separate apps…
Or, offered as 1 adaptive app

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Brand modules
• Catalog with all models
• Store “My ideal car”
• Compare car models
• Book test drive
• News & Social media
• Dealer locator - click to call
• Request brochure – price quote - finance
• Vouchers (Passbook & Google Wallet
integration)
• Custom game
VOUCHER
£300
off
Agila
Test Drive? Call now!
and try this model today

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Dealer modules
Modules for “My dealer” section:
 Info, location, route, contact
 Opening hours
 Book maintenance
 Book test drive
 View maintenance history (with API)
 Sales team members contact info
 Stock models
 Second hand cars
 Latest news & social media
 Dashboard lights manual
 Road assistance form (with location detection)
 Flash light & “find my car”
 Calculate financing for new car
 And more...

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Loyalty
Automotive loyalty programs are going mobile – Why?
 Learn more from your customers
 Who is most loyal
 How much after sales products & services are
sold
 Identify brand advocates / influencers
 Build a long term brand experience
 Sell more accessories & service
 Save on traditional communications
CONNECT WITH TWITTER
Enter your myPeugeot card ID…
CONNECT WITH FACEBOOK

20. TECHNOLOGY BEHIND THE SCENES

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TapCreator
Comprehensive platform to build, publish and maintain mobile apps
 Create, publish & maintain
native apps & HTML5 web apps
 Comprehensive set of modules
 Integrate existing web content
 Instant app updates
 Delegated administration
 API for content integrations
 Rich analytics

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TapTarget
Mobile marketing platform
 Real-time user statistics
 User profiling & context-sensing
 Location detection
 Outdoor: GPS
 Indoor: iBeacon, encoded light, wifi
 Geo-fencing
 Personalised push messages
 Mobile coupons
 Comprehensive rule-based campaign builder
 Target the segment of one
 Easy integration with any existing mobile app
(TapCrowd apps & 3rd party apps)
 CRM and/or IgnitionOne integration

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Build a communication plan with powerful building blocks
GEOFENCES
Outdoor geofences (GPS)
Indoor geofences:
iBeacons
Interactive QR codes
SCHEDULES
During Showroom opening hours
4 hours before closing
…
USER SEGMENTS
Based on user profiles, e.g.:
Interest in model X
Family with SUV profile
…
USER CONTEXT
At home
Driving
At work
…
PERSONALISED ACTIONS
Push notifications
Mobile coupons
Pop-ups
Digital signage interaction
GEOFENCE
Dealer showroom 1
User within 2km radius
GEOFENCE
Dealer showroom 2
User within 2km radius
SCHEDULE
Showroom open
MA-SAT 9AM-6PM
SEGMENT
Interest in model X
Score “model X” > 10
USER CONTEXT
User is driving
ACTION
Push notification
Invite to showroom to
view model X
SEGMENT
Interest in Model Y
Score “Model Y” > 10

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Insight in campaign performance

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Local marketing inside your dealer network

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Indoor location-targeting:
iBeacons to push relevant offerings

27. 27
Automotive References

28. 28
1 Minute summary video

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Thank you !
Europe (HQ)
Grauwpoort 1
B-9000 Gent
Belgium
info@tapcrowd.com
+32 9 298 01 92
Brazil
Av. Eng. Luis Carlos Berrini 1500
Brooklin Novo, São Paulo, SP
Brazil
contato@tapcrowd.com
+55 11 3588 0400
Turkey
İnşirah Sk 25, Beşiktaş,
34342 Bebek Mh.
Istanbul
temas@tapcrowd.com