Post on 20-Aug-2015
Jeff Kershner
Founder of DealerRefresh.com
HookLogic Automotive
Vice President Strategy & Customer Experience
Jeff.kershner@dealerrefresh.com
t: @dealerrefresh
Agenda
• How mobile is impacting your daily business (and you might not even know it)
• What’s causing consumers to partake in this one nasty action called “Showrooming”
• How to prevent it OR embrace mobile technology on YOUR showroom floor
Showrooming is the practice of examining merchandise in a traditional brick and mortar retailer while cross shopping online (by mobile).
What is Showrooming?
Showrooming Statistics
31% of in-market vehicle shoppers visited auto websites via their smartphones – up from 17% in 2010 Over half of those shoppers did so while physically at a dealership!
What causes Showrooming?
• Lost of trust in the dealership or sales professional due to experience.
• Looking for something else – options, colors, trim, specials.
Tablet Engagement =
Increased Customer Confidence
Increased Trust
Increased Satisfaction
Increased GROSS profits
During the shopping process, consumers most often use their mobile devices at the dealership to access:
Vehicle pricing information (72%) Model / Feature information (52%) Search inventory (38%).
Other Engaging & Why-By Apps
Manufacturer to dealer app
Financial Credit app
CarFax or AutoCheck
Customer reviews
Service walk video
A video of the original owner
What are you waiting for?
Increased Customer Confidence
Increased Trust
Increased Satisfaction
Sell more vehicles with Increase GROSS profits