Hint: It involves implementing a digital retailing strategy with messaging woven into it. And we’ve got a guide to help you make it work. SEE HOW
I had the opportunity to demo the new product that ResponseLogix released yesterday. They have made some major improvements to the quote templates that they have had in place. The email quotes that were being sent were in HTML format and are now going to what I would consider a micro site just for the customer. It is also in a format where it is more user-friendly and has some more trackable capabilities to it. There are 5 sections to the email quote that is sent.
In the first section of the email that is sent is a personalized message from thedealership. Along with the message, on the side, are links back to the dealership website for service appointment, credit application, online trade appraisal, specials, request another quote, and visit our website.
In the second section, which has the quote itself on the particular vehicle that was requested, you can incorporate the window sticker itself along with the EPA portion of the window sticker.
The third portion incorporates the Truecar Price Report. It is like being on the site itselfand looking at where the dealer is priced at according to it. This feature can be turned on and off if you are priced above the market on any particular vehicle, which is a great option for dealers.
The forth section includes other options. You can choose one level up and one level down for a new car. For used cars, you can add up to four other comparable vehicles that you have in stock.
In the fifth section is the signature of the representative from the dealership. They do put a tracking number that is assigned to that particular lead to track analytics to make sure that there is dialogue with the customer and the salesperson.
The other portion is tracking. When the lead comes in, ResponseLogix will scrub the customer's phone number and assign a toll free number with an extension to track the phone calls. It will allow for tracking of the customer contact and falls in an analytics tool that managers have access to.
There is another component to the system where it will do certain emails to the customer if there is no contact in 72 hours or however you want to set it up. It will also send out an email after 14 days or however you want to set it up and it is like a survey type email. Are you still in the market, do you want to set up a test drive, etc.
There is one last portion and that is if the customer opens the lead and goes away from the email and goes to a site that has banner ads or tower ads, they somehow cookie the user. When they hit say CNN.com, there will be the car on the side of the page, click here to schedule your test drive. It then links back to your site.
I really feel this is a product that will take things to the next level for dealerships across the nation.