Mobile Workflow and the Showroom Process of the Near Future
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By now, if you’re not already familiar with the term “Showrooming”, then you might want to pass on by this presentation. If you ARE familiar with the term or at least understand the concept of Showrooming, then you will not want to miss out on this session full of the latest studies, rich data, best practices and ideas. This presentation will not only get you up to speed on the latest and most important statistics around this common consumer action, but before you leave – you’ll understand and learn… 1. Why this now considered common way of shopping is not only here to stay but also how it has and will continue to quickly change and affect your showroom process and sales. 2. How to leverage technology and tablets (you already have) to your advantage by injecting it into your traditional “road to the sale” to build trust and regain control. Ultimately selling more vehicles while optimizing gross on the front end and selling more products on the back end. 3. What (free) applications you need pre-loaded on your dealerships mobile tablets that will re-establish a new and more effective workflow and process on your showroom floor. 4. Reduce sales employee churn by empowering your staff with instant knowledge and customer decision data that help them quickly achieve success right at the tip of their fingers - literally. Other sessions may utilize this up and coming buzzword “showrooming” to educate you and offer different services, cutting edge marketing technology and the importance of mobile website design. While all very important, “Mobile Workflow and the Showroom Process of the Future” will prepare you long term on how adapt and change your overall strategy Not only will your customers LOVE the new experience, but your sales team will instantly appreciate how much more effective and confident they become. Ultimately resulting in MORE than just another sale.
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Mobile Workflow and the Showroom Process of the Near Future
- 1. “Tablets are a sale professional’s best friend” Mobile Workflow and the Showroom Process of the Future
- 2. Jeff Kershner 20+ Years in the Industry Dealer & Vendor Consultant Founder of DealerRefresh.com jeff.kershner@dealerrefresh.com t: @dealerrefresh
- 3. Join the DealerRefresh community
- 4. My Son – working the mouse at age 3?
- 5. My daughter – What IS a mouse daddy?
- 6. Everyone is now connected
- 7. Even Nanan is plugged in!
- 8. Tablet traffic share doubled from 2012 to 2013
- 9. Who has a tablet?
- 10. New Technology has changed shopping behavior
- 11. Applebee’s installs 100,000 tablets
- 12. Ducati utilizes tablets on their showroom
- 14. Tablets - Sonic Automotive’s best friend
- 15. Trust and Time “As customers go through the car-buying process, some of their biggest concerns are trust and time. We’re using iPad and iPhone to break down both those barriers.”
- 16. And the winner is… “biggest concerns are trust….” VS
- 17. Showrooming is the practice of examining merchandise in a traditional brick and mortar retailer while cross shopping online (by mobile). What is Showrooming?
- 18. • Lost of trust in the dealership or sales professional due to experience. • Looking for something else – options, colors, trim, specials. What causes Showrooming?
- 19. Showrooming statistics • 31% of in-market vehicle shoppers visited auto websites via their smartphones – up from 17% in 2011 • Over half of those shoppers did so while physically at a dealership! - J.D. Power
- 20. What are consumers doing? - cars.com
- 21. My own showrooming story - caught myself
- 22. Leave them alone, and they’ll be on their phone
- 23. Get them OFF their mobile device and get them engaged with YOUR mobile device! Help prevent showrooming
- 24. Get them OFF their mobile device and get them engaged with YOUR mobile device! Recommended applications & bookmarks
- 25. Your dealership app and or mobile website Rage?
- 26. CarStory - engage on the showroom floor
- 27. Search, Comparisons, Pricing, Insights
- 29. Want to sell a vehicle? Send a video!
- 30. Walkaround Video app by Authntk www.dlrfr.sh/videoWAV
- 31. Showcase your dealership reviews
- 32. Showcase your individual employee reviews
- 33. Consumers appraise their own trade-in
- 34. Finance and warranty menu - introduce early
- 36. Ford & Apple iPad’s sell more cars The new 'Showcase' app allows sales consultants to get “anytime, anywhere” access to product information, and tailor customer orders by make, color, features and price.
- 37. • OEM to dealer & consumer apps • Financial credit & menu app • Your dealership CRM • History Reports - CarFax or AutoCheck • Customer reviews / DealerRater Page for individual employees • Images of your happy customers • Service walk video • A video of the original owner of trade- in • News article / vehicle reviews Other Engaging Ideas & Applications
- 38. YOU decide, YOU implement.
- 39. Benefits outweighs price - No excuses
- 40. Wireless Infrastructure at the Dealership Someone to Manage Process for Distribution Process for Training Handle Device Breakage Check list and process - logistics
- 41. • Increased Customer Confidence • Increased Trust • Increased Satisfaction • Sell more vehicles and increase GROSS profits What are you waiting for?
- 42. “Tablets REALLY ARE a sale professional’s best friend” Thank You Mobile Workflow and the Showroom Process of the Future
- 43. Jeff Kershner Founder of DealerRefresh.com jeff.kershner@dealerrefresh.com t: @DealerRefresh Join me on DealerRefresh.com
Notas do Editor
- Title - MWSPOF - but this presentation is around utilizing and leveraging a particular digital tool at the dealership and that is of course the Tablet. This little puppy CAN BE your BEST FRIEND!! But before we go there…. This is a video of my son
- This is a video of my son working the mouse at the age of 3. I had even bought him a smaller mouse, one to fit his hand. Even before the ad of 3, my son was a little champ on the computer. He LOVED spider man and would a good hour looking at SM stuff on ebay.
- Now my daughter - I sat her in front of a computer and mouse and she was like - “What the hell is this daddy?” Of course she didn't curse but he sure was confused. She's been using my older tablets since he knew how. And she’s a champ on it. At an early age she was using her fingers to pull up Netflix to find her Little Pony cartoons. — Any Bronies in the house today?
- Look, everyone today is connected. At least everyone that can buy a car and more are connected today.
- Even Nad nan Kershner is connected and sending me text messages.
- Matter of fact - Tablet traffic has DOUBLED Between 2012 and 2013. And I wouldn't be surprised of we see another double increase for 2014.
- Let me ask you - show of hands, whom DOES NOT have a Tablet? For giggles - whom doesn't have 2 Tablets floating around in the house?
- Raise of hands - who has used their tablet or smart phone to purchase something… over the last 90 days? Keep your hand up…30 days? keep hand up…Week?
- Look at Applebees, Red Robin, Chilis and even your local non commercial restaurants just to name a few. They have all implemented customer facing tablets to WHAT — become more efficient and BETTER the consumer experience.
- Ducati has done the same - built an in-house app that allows their sales team to offer customers a personalized experience
- In addition to providing engaging experience, their iPad app also acts as a training interface to keep dealers and sales people updated on Ducati’s evolving product line. The tablet has really become the Ducatti sales persons best friend.
- largest dealer groups in the US are using tablets and internal apps to enhance the customer experience. Because they have learned that a greater customer experience translates into greater profitability”
- “As customers go through the car-buying process, some of their biggest concerns are trust and time. We’re using iPad and iPhone to break down both those barriers.”
- Because when people dont trust you —
- Raise of hands What is Showrooming? Show of hands - who know what Showrooming is? Ask room then define Who's does this? Really - who where has recently walked into Best Buy, seen something they were close to purchasing but then pulled out their iPhone and searched it online - or better yet, went to amazon.com or better yet, maybe you have their mobile app on your phone like I do!!
- But let's back up a bit - and ask WHY? Why would a customer especially todays customer that's done quite a bit of research before coming into the dealership decide to pull out their phone and keep re-searching while already at your dealership test driving the vehicle they possibly set out to purchase? I'll tell you why -- Lost of trust in the dealership or sales professional due to experience. Looking for something else – options, colors, trim, specials (sales professional didn't properly quality and or offer options)
- Get this - According to JD Power - 31% of in-market vehicle shoppers visited auto websites via their smartphones – up from 17% in 2010 And OVER HALF of those people did it WHILE at your dealership Show of hands - who has seen or sorta caught a customer pulling up a vehicle listing site or better yet, the website of your competition while standing there on your showroom floor?? If you haven't seen this to taken notice - I can PROMISE you it's happening. And you're losing deals over it.
- During the shopping process, consumers most often use their mobile devices at the dealership to access: vehicle pricing information (72%) model information (52%) and search inventory (38%).
- Screw the stats that prove this out - because I can say with confidence those are the real reasons, I personally just experienced it… and almost didn't realize it…. Go into story around purchasing Ford Fusion … found myself showrooming … wasn't comparing prices - looking for a different color / time comparisons … the sales person was going back n forth between the desk and this is when I caught myself
- "Leave'm alone and they'll be on their phone" -- think about that each time you or your sales people leave the customer alone - to go find keys, back n forth during negations - etc. Who here agrees with that or has witnessed it??
- So can we totally prevent this from happening - no - not necessarily, but can do a few things help combat it OR moreless embrace the mobile technology and make it work of YOU! One way is my getting them OFF their mobile device and getting them engaged with YOUR mobile device. See if you can't "take a little control of the situation here" - I can promise you the benefits are 2 fold. And what "extra money" you think you might be spending on having tablets at your store - you're gonna make it back! Quickly! These things are cheap anyway.
- So can we totally prevent this from happening - no - not necessarily, but can do a few things help combat it OR moreless embrace the mobile technology and make it work of YOU! One way is my getting them OFF their mobile device and getting them engaged with YOUR mobile device. See if you can't "take a little control of the situation here" - I can promise you the benefits are 2 fold. And what "extra money" you think you might be spending on having tablets at your store - you're gonna make it back! Quickly! These things are cheap anyway.
- So can we totally prevent this from happening - no - not necessarily, but can do a few things help combat it OR moreless embrace the mobile technology and make it work of YOU! One way is my getting them OFF their mobile device and getting them engaged with YOUR mobile device. See if you can't "take a little control of the situation here" - I can promise you the benefits are 2 fold. And what "extra money" you think you might be spending on having tablets at your store - you're gonna make it back! Quickly! These things are cheap anyway.
- So again - lets "lead the customer down the path of efficiency and experience" by providing your customer the freedom to do what they're going to do but while using YOUR device and pre-determined content. Remember - the experience needs to be one of efficiency and speed - so I would recommend an app environment over a mobile website. Apps typically move faster and your not reliant in having Internet Access - And one of my hands down Favorite is CarStory by Vast.
- You want an app that can provide the customer with what they're looking to find -- Search inventory see vehicle pricing obtain model / vehicle data information - all the specifics Comparisons
- You want an app that can provide the customer with what they're looking to find -- Search inventory see vehicle pricing obtain model / vehicle data information - all the specifics Comparisons
- You want an app that can provide the customer with what they're looking to find -- Search inventory see vehicle pricing obtain model / vehicle data information - all the specifics Comparisons
- You want an app that can provide the customer with what they're looking to find -- Search inventory see vehicle pricing obtain model / vehicle data information - all the specifics Comparisons
- You want an app that can provide the customer with what they're looking to find -- Search inventory see vehicle pricing obtain model / vehicle data information - all the specifics Comparisons
- You want an app that can provide the customer with what they're looking to find -- Search inventory see vehicle pricing obtain model / vehicle data information - all the specifics Comparisons
- You want an app that can provide the customer with what they're looking to find -- Search inventory see vehicle pricing obtain model / vehicle data information - all the specifics Comparisons
- You want an app that can provide the customer with what they're looking to find -- Search inventory see vehicle pricing obtain model / vehicle data information - all the specifics Comparisons
- Now again, there are other apps out there that may give you and your customer the same level of engagement. Maybe your website or inventory hosting provider offers something . The manufactures often have their own "to-dealer" apps that are not only specific to new models but also for the Finance and service departments.
- Automotive giant Ford is now using a specialized app and Apple’s iPad in an attempt to sell more cars. The new 'Showcase' app allows sales consultants to get “anytime, anywhere” access to product information, and tailor customer orders by make, color, features and price. "Waiting for the sales consultant to check the inventory or wandering the aisles of a car lot in search of just the right combination of colors and options can be a tedious and time-consuming process," said Michelle Moody, cross vehicle marketing manager for Ford.
- Other engaging and why-bye
- This is some YOU as a GM or Principle can set forth and get done. You don’t need an outside service or a vendor. I can share with you all the stats in the world that support using a tablet on the showroom floor, but for anyone that uses a tablet or experience in the retail envorement already knows the advantages it can bring.
- Other engaging and why-bye
- Title - MWSPOF - but this presentation is around utilizing and leveraging a particular digital tool at the dealership and that is of course the Tablet. This little puppy CAN BE your BEST FRIEND!! But before we go there…. This is a video of my son