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Jared Hamilton
From: Jared Hamilton
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Marc McGurren

Marc McGurren Partner

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Dealer Strategy Winner: Engaging the after hours customer – A dedicated mobile site @ the point of sale

 

Summarize your Strategy:
 
My goal is to attract, entice, and inform the after-hours customer; to give them enough information so that they will contact the dealership via phone, email, and/or return during business hours. My solution is to engage customers when they visit the lot after hours by allowing them to interact with our store through a simple, fast, and informative mobile site.  The customer will be able to reference directly the vehicle they are interested in—the vehicle they are standing in front of—to view pricing, incentives, and other comparable/similar vehicles.
 
Describe how you executed your strategy:
 
Every new and used vehicle will have two of the following decals placed on the windows of the vehicle directing the customer to the mobile site with a stock number as a suffix (www.jerrysdirect.net/264578).
 
This unique URL will take the customer directly to the specific vehicle they are interested in. Once there, available information will include: pricing, any incentives available for that particular model, options on the vehicle, mpg rating, and other similar vehicles.

This site will be used solely for the on-the-lot mobile service, with dedicated phone numbers and Google analytics to see how many people are using the system. We will continue to utilize our current mobile site as the main website for our dealership. We are also placing signs around the dealership to point after-hours tire-kickers to this unique site. 

The great news about the way we are installing this is that everything is 100% transparent. Google analytics, dedicated 800 numbers, along with lead collecting we can gauge our ROI very fast. I truly believe people will use the system if it is easy. That is why I created a suffix for the stock number so there is literally no clicks – just typing in the address to get the customer where they want as fast as they want.
 
Describe in detail the results you have seen, please include numbers/metrics that demonstrate the impact of your strategy:
 
We are just now getting this installed at all of our 7 dealerships. What I do know is customers are already using our mobile site to search, shop, and call our dealership as one can see by analyzing the traffic to our website.
 
Without any formal marketing, we have seen a 306% increase in traffic from smart phones over the past 10 months on our main website alone. (3.28 pages/visit, 3:48 avg time on site) This shows that customers are willing to shop with their smartphones. Due to Texas state laws, we are closed one day a week—Sunday—and the business day ends at 8 pm. This gives the customer a significant amount of time to kick tires “after hours.” Our unique mobile site allows the customer to be informed at the “point of sale” in a new way so significant to the mobile generation and so influential in other e-commerce strategies.

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