CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
Fort Lauderdale, FL – January 30th, 2012 – BOOTH 1415, NADA 2012—AutoUSA Internet Sales Solutions (www.autousadealers.com) announced today that Dick Brooks Honda in South Carolina has generated an average of 60 showroom visits per month using one of AutoUSA’s products, ShowProSM, powered by HookLogic. ShowPro is an incentive marketing program that offers consumers a $25 gift card for showing up at a particular dealership. In the four months after implementation of ShowPro, Dick Brooks Honda attributed 57 sales to the program, with an average cost-per-sale (CPS) of less than $100 per vehicle sold. Overall, Dick Brooks Honda continues to achieve a 35% lead-to-sales rate and a conversion to sales rate of 59% using ShowPro.
“ShowPro has been the exact tool we needed to motivate online shoppers to visit our showroom first before heading to other dealers,” says Leah Hooks, Director of Marketing & Advertising with Dick Brooks Honda.
Dick Brooks Honda is located in Greer, a small town between the two metro cities of Spartanburg and Greenville. The location has presented challenges in getting customers to drive out of their way to visit the showroom. By focusing on customer service and a friendly, soft sales approach, Dick Brooks Honda has built a great reputation, but attempts to expand market share have been met by aggressive price-lowering tactics from competitors.
Last year Leah was searching for something to entice customers to their showroom, but didn’t know what would work until her AutoUSA sales representative presented the ShowPro solution. “I’m not so sure if someone had randomly pitched this product if I would have considered it,” says Leah. “But the reputation of AutoUSA and the cost effectiveness of the product as an overall package with their other Internet solutions we use, such as leads and Craigslist inventory listings, was a real draw.” Another motivator for Leah was that AutoUSA guarantees geographical exclusivity, so their same-brand competitors can’t offer the same incentive.
Dick Brooks Honda implemented ShowPro in August 2011. When customers are viewing inventory on the Dick Brooks Honda web site, a web overlay appears offering them a selection of gift cards upon visiting the showroom. When the customer brings a coupon code into the showroom, a salesperson enters the code into a simple web interface and the gift card is fulfilled off-site and mailed to the customer.
Of every 100 customers that fill out the web form, an average of 35 show up at the dealership. “Most of our customers don’t have to drive real far out of their way,” says Leah, “but I have had customers come from as far as North Carolina.”
The gift card amounts are not so substantial as to appeal to customers looking for freebies, but they are enough to encourage serious, in-market customers to go out of their way. And because Dick Brooks Honda has a 59% conversion rate for gift card redemption into sales, Leah says the cost of the gift cards themselves is inconsequential.
“One of the great things about ShowPro is that it delivers an ROI that is easy to track as the leads come in from the dealer’s own web site, as well as from other sites that AutoUSA delivers leads from,” said Mike Shawd, Vice President of AutoUSA. “The results that Dick Brooks Honda have achieved with ShowPro are typical of what we hear from many other dealers.”
For Dick Brooks Honda, the ShowPro incentive program has worked exactly as hoped, drawing new customers from nearby cities to the showroom and giving their salespeople an opportunity to show up the competition.
To learn more about ShowPro, visit Booth #1415 at the NADA Convention & Expo in Las Vegas, February 3rd – 6th; call 888-220-7182 or view a ShowPro demo on www.youtube.com/AutoUSADealers
About AutoUSA (www.autousadealers.com)
AutoUSA Internet Sales Solutions brings the best-in-class tools to increase Internet sales and lower costs for automotive dealerships. Leading products include Leads&ListingsSM, providing the highest quality, new and used car email and phone leads; ShowProSM incentive program, proven to turn more leads into shows; PowerListingsSM 2.0, helping dealers increase traffic to—and leads from—their social media sites; and AVA Virtual Sales Assistant, helping dealerships manage more leads at a reduced cost, adding profit to the bottom line. AutoUSA products are currently benefiting thousands of active dealers all across the U.S.
AutoUSA has more than ten years of proven success built on a foundation of superior web-based technology, excellent customer service and partnerships that include 100+ independent automotive web sites. AutoUSA is owned and operated by AutoNation, America’s largest auto retailer. For more information go to www.AutoUSAdealers.com , follow us on www.twitter.com/AutoUSALeads and “Like” us on www.facebook.com/AutoUSADealers
# # #