Cars.com at Digital Dealer 2011 -- Winning With Mobile: Selling Generation Smartphone
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Seventy-eight percent of people looking to buy a new car in the next year will use a mobile device in their process. Jack Simmons, dealer training manager at Cars.com, is sharing with you new data on the growth of mobile commerce and how today’s car shoppers are using the mobile web to drive their shopping process both on and off the lot. Dealers and managers need to be able to implement marketing campaigns and sales processes to effectively reach and convert mobile shoppers. Do you know how to establish your store’s mobile presence? Learn to develop a mobile marketing plan to be able to apply best practices for using mobile as part of the sales process.
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Cars.com at Digital Dealer 2011 -- Winning With Mobile: Selling Generation Smartphone
- 1. Winning With Mobile Selling to the Smartphone Generation
- 2. About Me Jack Simmons • Dealer Training Manager, Cars.com • Over 30 years of automotive retail experience Connect with Me: dealers.cars.com/facebook dealers.cars.com/twitter email: jasimmons@cars.com
- 3. Our Objectives • Understand the mobile audience Who? and learn how shoppers are using mobile devices • Build a mobile game plan for How? your store to reach and connect with the mobile shopper • Engage mobile shoppers and Wow! build process to drive more sales
- 4. Who is Generation Smartphone?
- 5. A Large and Growing Market eMarketer, February 2011
- 6. Car Shoppers Plan to Use Mobile 78% of people looking to buy a new car in the next year indicated that mobile will have a role in their car purchase process. Greystripe 2011
- 7. Cars.com/Nielsen Survey In May 2011, Cars.com partnered with Nielsen to conduct an online survey of mobile car shoppers. • The study involved more than 1,600 respondents who either purchased a car in the past 6 months or are planning to purchase one in the next 6 months • Respondents used their smartphone, advanced feature phone and/or tablet in the vehicle shopping process
- 8. Mobile Shoppers Are… Household Income Age 62% 25-34 14% 17% 35-44 30% 24% <$50K $50K-$150K >$150K 18-24 9% 45-54 18% Nearly half have 55+ 20% kids under 18 …Younger, More Affluent and Building a Family Cars.com: Mobile Web and App Usage for Automotive Shoppers (Source: Nielsen)
- 9. A Valuable Audience Key Decision Makers • All Mobile Car Shoppers play some role in the purchase decision, with the majority making the final decision • 63% will make the final decision Ready to Buy • Most shoppers who intend to purchase a vehicle will do so within 4-6 months – 55% • 33% will purchase within 3 months New Car Intenders • Most Mobile Car Shoppers are in the market for a new vehicle rather than used or certified pre-owned • 43% plan to purchase a new vehicle Cars.com: Mobile Web and App Usage for Automotive Shoppers (Source: Nielsen)
- 10. Smartphones Dominate Shopping 83% of mobile car shoppers have a 28% use a tablet smartphone Types of Devices Owned Base: All Respondents (n=1647) Note: device ownership 97% is not mutually exclusive 83% 73% 44% 28% 32% 28% 15% Smartphone Mobile Phone Tablet PCs Desktop or MP3/portable Handheld E-book Basic Mobile with advanced Laptop media player gaming device readers Phone features computer Cars.com: Mobile Web and App Usage for Automotive Shoppers (Source: Nielsen)
- 11. Where Do Shoppers Go Mobile? 92% at home 66% at the office 38% in the bathroom 60% of recent purchasers used On the go: their device on the • 64% outside dealership lot! • 59% at a restaurant, café or bar • 54% waiting in line Cars.com: Mobile Web and App Usage for Automotive Shoppers (Source: Nielsen)
- 12. Building Your Mobile Game Plan
- 13. Mobile Shoppers Likely to Use Dealer Sites eMarketer, October 2010
- 14. Yet Only Small Percent Deliver eMarketer, October 2010
- 15. Win the Sale by Going Mobile • Develop Mobile Websites and Apps Create a mobile-ready version of your dealership website Gain a competitive advantage by giving your customers the option of searching your website via their mobile phone. Allow customers to view your inventory, see detailed vehicle listings, complete lead generation forms, or click-to-call your dealership.
- 16. Mobile Web Dominates Apps Frequency of Using Automotive Apps and Websites All Mobile Car Shoppers (n=1647), Males (n=832), Females (n=815) Automotive Apps on 5% 18% 14% 20% 43% Mobile Device All Mobile Car Shoppers Automotive Websites 8% 31% 27% 31% 2% on Mobile Device Male (Apps) 6% 19% 16% 20% 39% Automotive Apps of Mobile Device Female (Apps) 4% 17% 12% 20% 47% Male (Web) 9% 32% 27% 30% 3% Automotive Websites of Mobile Device Female (Web) 8% 30% 28% 33% 2% Every Day At Least Once a Week At Least Once a Month Less than Once a Month Never Cars.com: Mobile Web and App Usage for Automotive Shoppers (Source: Nielsen) Q. How often did you use/have you used the following on your mobile device to find information or research for your most recent/in your current vehicle shopping process?
- 17. Those who use both prefer apps Preference: Automotive App Vs. Website Used Both Mobile Apps and Mobile Web on Phone (n=62), Used Both Mobile Apps and Mobile Web on Tablet (n=39) Automotive App vs. Web Usage on Mobile Device for Vehicle Shopping All Mobile Shoppers (n=1647) 23% 26% 23% 41% Web App 55% 98% 57% 55% 33% On Mobile Phone On Tablet Prefer using downloadable automotive apps Prefer using automotive websites No preference Cars.com: Mobile Web and App Usage for Automotive Shoppers (Source: Nielsen) Q. You mentioned that you have used both Automotive apps and Automotive websites on your mobile phone/tablet PC in the past 3 months. Do you prefer using downloadable Automotive apps or Automotive websites on your mobile phone/tablet PC? Q: How often did/do you use the following on your mobile device to find information or research for your most recent/current vehicle shopping process?
- 18. What Mobile Features Are Most Important? Mobile Activities All Mobile Car Shoppers (n=1647) Mobile Activities View photos 77% Find dealership info 76% Compare vehicle prices 71% Search new/used listings 67% Read expert/ consumer vehicle reviews 63% Evaluate how much car is worth/trade-in 60% values Read dealer reviews 51% Contact dealer via email 41% Q. In your most recent vehicle shopping process, which of the following did you do on your mobile device within the automotive apps or websites you visited?
- 19. Opportunities for Dealer Sites and Apps Additional Desired Features on Automotive Apps/Mobile Websites All Respondents (n=1647) •“Specific info including options available and their costs” 8% •“Price comparisons for similar types of cars” 6% 6% 6% 4% 3% 1% 1% 1% Easier to Faster Speed View/ Compare Price Info/ Better Easier to Discount Info Loan Info More Reviews Use/Navigate Specifications Comparisons Pictures/Videos Compare Cars •“I would like better layouts and more options” •“A greater emphasis on comparative shopping” •“They currently lack good mobile web interfaces that are easy to read •“Easier way to compare vehicles” and navigate” Q32. What types of features are currently missing from current automotive apps/mobile websites? Which additional features would make your shopping experience better?
- 20. Wow: Engage Mobile Shoppes
- 21. Mobile Coupons
- 22. Connect with Text Calls vs. SMS 3500 3000 2500 2000 1500 1000 500 0 male female 13-17 18-24 25-34 35-44 45-54 55-64 65+ # of calls made/received # of SMS sent/received Source: The Nielsen Company, Mobile Media Insights, Q4 2010
- 23. Send to Phone • Alert buyers to your inventory options that meet their needs
- 24. Build Confidence on the Lot • Use QR codes to make it easy for mobile shoppers to connect with information that prepares them for purchase
- 25. Fuel Decision Making With Instant Access to Reviews 25
- 26. “Smart” Customer Service • Use mobile services to enhance customer service by allowing customers to: Check in for service on a smartphone Approve service quotes and pay bill directly from a mobile device Sign up for alerts for maintenance, recalls, warranty expiration and notifications Your Vehicle is Ready” “Your Special Order Part is in” Receive service special alerts
- 27. Arm Your Staff for Sales Success • Provide your sales staff with mobile tools: Boost productivity Connect with customers Be transparent with the process
- 28. Top Mobile Apps for Dealers • Variety of dealer focused mobile tools to manage every aspect of your business on the lot and away from the store: Inventory management Lead response Mobile chat Appraisals Vehicle history reports CRM
- 29. QUESTIONS?
- 30. THANK YOU!
Editor's Notes
- We must understand who is using mobile devices, what devices they are using and how they are using them in the shopping process to better inform your store’s mobile game plan….
- This was an independent study from Greystripe and what they found among new car shoppers brings home why if you don’t have a mobile strategy in place at your store, it is essential that you get a game plan together after today’s session.
- We saw similar trends in a study we just completed with Nielsen to better understand who the mobile car shopper really is and to find data that can help you better target this growing audience. The study involved 1,647 respondents who were either shopping for a car or had recently purchased one.
- Mobile shoppers are all ages, but most are under 44.
- Over-index as iphone users – this is one of the reasons we have focused app development there, although we don’t discriminate against any platforms.
- Mobile shoppers are using their devices at home and at the office, but also on the go – including on the dealer lot.The survey also revealed that nearly half of mobile shoppers used their device more than they thought they would.
- Know that we know a bit more about who the smartphone shopper is
- Mobile website supply is far below consumer desires.“Our research indicates that consumers stand ready to reward retailers who provide a good mobile web experience, especially in high-ticket categories like automotive where they spend more time researching and deciding,” said Dan Flanegan, managing partner at Brand Anywhere, in a statement.
- Mobile AppNeeds to be developed for each platform (iPhone, BlackBerry, Android, Palm and the list goes on…)Able to use all device capabilities (GPS, camera, voice, RFID, address book, calendar, etc.)Ability to use all device capabilities – you have the ability to engage the consumer yielding a better user experience
- Apps – could be because there are fewer mobile apps available than mobile-optimized web sites, OR it could be that shoppers don’t want an “app” for everything, especially if a mobile website is available
- (even though it’s only 2%, look how apps can expand your audience)
- In this section, we’ll focus on some simple ways you can engage mobile shoppers to drive more sales
- People under the age of 55 are more likely to send/receive texts than phone calls. Why not try texting someone that you have left multiple voicemails for? How about texting appointment confirmation? You can even alert buyers to your inventory options that meet their needs.Females text 30% more than males. Meanwhile, men lead high-end monthly data activity on their devices with activities such as surfing the Internet (31% for men vs. 29% for women), reading and sending e-mail (33% vs. 30%) and downloading apps (24% vs. 21%).
- Sending reviews directly to shoppers phones
- Jim McDavid sees a near-future car dealership service department experience happening this way: A customer uses a smart phone to punch in an appointment, then drops the car off at the designated time, avoiding a wait in the service lanes.When the shop transmits a repair-order estimate, a red dot appears on the customer's phone screen. If OK with the quote, the customer pings back approval.ADVERTISEMENTCustomers also can use the phone to pay the bill, “and when they arrive at the dealership, someone can meet them with their keys at the front door, because everything is taken care of,” says McDavid, president of MobilDrives.The firm is marketing a smart-phone customized application for dealerships that allows them to stay in touch with customers.That includes using mobile-device technology to alert customers of recalls and expiring factory warranties, send service and sales specials and display full-vehicle inventories.
- Employees who use smartphones in their own personal life will demand mobile tools for productivity and increased success.
- ADP Dealer Services recently introduced Mobile Suite, the centerpiece of which is an application that allows dealers to manage their business while away from the store.“It allows a dealer principal to do what they used to do on a computer, but this allows them to do it remotely, such as at an airport,” says Kevin Henahan, ADP's vice president-marketing. “Mobile is exploding. It's everywhere.”Another new mobile offering comes from DealerSocket, a customer-relationship management firm. The product enhancement allows dealership personnel to respond to inbound leads using their mobile devices, avoiding response time lags.The dealership CRM system automatically records the lead. That record allows Internet managers, sales managers and sales staffers to respond quickly, even if they are not in front of their computer screens.That smart-phone capability is one of the things “our customers told us they must have,” says Brad Perry, DealerSocket's cofounder.ADP Drive for Mobile. Now you can take your ADP Drive DMS with you, wherever you are. Drive for Mobile is specifically built for smart phones and is just as secure as the Drive DMS.ADP’s key applications are now “going mobile”: from dealer-facing applications like the Drive DMS to the consumer-facing areas of your website as well as text notifications. Access all of the department desktops - from Accounting to Sales to F&I to Service to Parts - that contain all of the statistics you need to stay on top of your business. For example, view schedule and account exceptions, inventory, gross profit (front/back/total), special order stats, service "waiters", and RO status. Get alert messages to approve PO’s and view key reports so you can take action immediately.ADP Network Phone for Mobile.Now you can take your desk phone with you. The key features of ADP Network Phone are extended on your mobile phone. Handle calls easily with 4-digit extension dialing, hold, transfer, and conference capabilities. Look up customers or vehicles, log leads to CRM, and see your desktop phone’s log of missed calls. DAP is a faster and easier way for the customer to contact the dealership, schedule service, get quotes on vehicles, or view specials. It keeps customers engaged with rich Push Notifications, real integrated inventory, and a 'Toolbox' full of useful utilities that will keep them coming back for more."Mobile marketing started to explode in 2010 and with Verizon now offering the iPhone and the quality of today's consumer mobile devices such as the Droid and Blackberry, we believe that it will continue to be an important and exciting marketing platform in 2011 and beyond," commented Garland Webb, DealerApp Vantage Co-Founder. "It is an inexpensive, yet practical way to reach customers. There is no better way to do this since they carry their phones wherever they go. Imagine your customers having direct access to your dealership, right in their pocket," Webb added.DAP not only allows existing customers to easily contact any department (one touch dialing - all departments) find directions, and view the website/specials, it also allows them to get a quote for a new or used car, schedule service appointments make payments or even order parts. Statistics are provided to enable the dealership to track how many downloads they are getting and from where. In this day and age where most "ordering" is done online, this technology is vital for any auto dealer that wants to stay competitive. DAP includes a new, beautifully polished user interface; a better and more graphically pleasing layout to allow for the new advanced features, as well as a faster and easier user experience. There is also a help overlay available to allow new users to dive right in. DAP is built to handle any number of completely separate locations, all in the same app. When a customer opens the app they are prompted to choose which store they want to use, and can switch between stores with ease.DAP can be customized for each individual dealership and has several new features that provide consumers access to specific dealer inventories and useful, value added services, all from their iPhone, Blackberry or Droid devices. New features include one-touch roadside assistance, meter timers and a cheapest gas locator, to name a few. For the auto dealer, this app provides a platform for true, personalized mobile marketing using "PUSH" technology.
- Visit booth #93 to learn about Cars.com’s mobile offerings, including our new iPad app. Enter our sweepstakes to win an iPad 2!