The Mobile Consumer – Create Your Plan

Consumers are moving at a fast pace to mobile technology, this

session will examine data & analytics, customer surveys,

mobile technology & innovations, as well as your best practices for

your optimal conversion

Mobile Survey ResultsWhat are you looking for today? CountPrice Information 49.62%Dealer Inventory 13.74%Photos & Colors 13.74%Other 9.16%Vehicle Specs 6.87%Ratings & Reviews 3.82%Dealer Contact Information 3.05%Grand Total 100.00%

Have you decided on trim, options, color? CountYes 70.00%No 30.00%Grand Total 100.00%

How soon will you be visiting a dealer? CountThis Month 26.67%Today 24.44%This Week 21.11%Not Sure 18.89%I'm at a dealership now 8.89%Grand Total 100.00%

Have you decided which dealer you will be visiting? CountNo 63.38%Yes 36.62%Grand Total 100.00%

Are you interested in receiving prices from dealers in your area? CountYes 56.00%No 44.00%Grand Total 100.00%

How would you prefer to receive your quote? CountBy email 37.50%By text message 30.00%I'd prefer not to speak with the dealer 22.50%Other 10.00%Grand Total 100.00%

Mobile – Data & Analytics

100 million mobile shoppers on smartphones & 83.1 million on tablets in 2014 (eMarketer)

49% of mobile users say they frequently use smartphones while shopping (Neilsen) Half of all local searches are performed on mobile devices (Microsoft Tag) 69% of in-market vehicle shoppers visit auto websites via their smartphones (2014

Automotive Mobile Site Study) Text messaging surpassed phone calling as the primary means of communication…

Take Away:

Now more than ever, Dealers need a mobile presence and it needs to be good! Not just an afterthought from your

website provider.

Mobile – Data & Analytics

Mobile receives the most traffic in the evening and on weekends, whereas desktop is busiest in the afternoon and on weekdays.

5

CarsDirect Site Mobile Survey May 2012; m.CarsDirect.com Logs

When at a car dealership, what activities would you perform on your phone?

• Compare vehicle prices• Take a picture of a vehicle• Research vehicle features• Find Incentives & Rebates• Contact family / friends about vehicle

When car shopping on your phone what information do you look for?

• Price comparison• Research vehicle features• Find Incentives & Rebates• Locate a dealer

Mobile shoppers are looking for similar information as desktop users, but the device keeps CarsDirect involved further into the purchase process

2014 Survey: Mobile Behavior Complements Desktop Site

Mobile Do’s & Don'ts

Do• Acknowledge the initial question; then ask for name/email address. (Remember: you already have their phone number.)• Respond quickly. Every second counts with mobile shoppers.• Let the shopper lead the conversation.• Keep messages short and quick.• Remember: It’s a conversation, not a sales pitch (even though it is a sales pitch!)• Save lead information for reports.• Use shortcut buttons.• Remain professional at all times.

Mobile Do’s & Don'tsDon’t

• USE ALL CAPS (that’s shouting!)• Ask more than one question at a time.• Ignore customer questions.• Demand customer info before proceeding (provide great service first).• Obsess over punctuation and formatting.• Use too many abbreviations (LOL, BRB, etc.)• Give a dead-end answer (always offer alternatives!)• Take the customer’s texted question as an invitation to send unrelated personal or

marketing messages. (Avoid TCPA violations)

Mobile – Best Text PracticesIf you want to connect with more mobile shoppers and convert them to ups, follow these

simple rules for the best results:• Put Your Text Number Everywhere

– Wherever your inventory or contact info is listed (from online VDPs to print ads) let mobile shoppers know that they can text you for instant details.

• Greet the Customer from the Get-Go– Using your real name in texts helps establish your personality, build relationships with

customers and encourage them to share their names. – (“Hi, this is Joe Sands. With whom am I talking?”)

• Answer Texts in Your Name– If you’re sharing computers at a dealership, be sure to answer under your own Contact

At Once or Active Engage Account account.• Be Available

– By being online and ready to respond to texts, you’ll have more opportunities to start more sales conversations at the moment of greatest interest.

Mobile – Best Text Practices con’t.

• Use Shortcut Buttons– These prewritten responses were created to save time when responding to FAQs via

texts. You can even personalize them!• Offer More Than Expected

– Providing extra service may score you more contact info. Offer to text or email pictures of particular vehicle features. Offer to email them more details if they aren’t able to come in.

• Ask for Information– You want to get as much customer data as possible. Always ask for their name, email or

best way to reach them at some point, and the information is automatically saved in your CRM.

• Text on the Go– Use the latest mobile apps to respond to your text leads (and save all the analytics and

customer data to the CRM) even when you’re on the lot or at home.• Have a Backup Plan

– Don’t miss a text lead even if your team is unavailable. Many providers have free backup service.

Mobile Reporting

• Mobile traffic & compare to desktop• Mobile migration MOM & YOY• Visit to Lead conversion• Lead to Sale conversion• Response times - need to be faster/immediate• Time on Site• Text transcripts – sales training• Mobile SEO/SEM performance• Mobile Banner performance - CTR• Mobile Video performance - CTR

Mobile Innovation• Mobauto

– Text/QR Codes vehicle, sales person, promotion– Captures C/S Phone # when they text for more info– Turns text inquiry into CRM lead– Slick UI– Window stickers

• Autoniq– Wholesale tool – instant Book Value, VHR– Trade-In tool - Dealer 2 Dealer w/s market (Photos, CR, Dealer offers)– Trade-In tool – Consumer upload (Photos, CR, Dealer offers)

• Conatct at Once & Active Engage– Mobile Chat & Text

• Display Banners & Video– Strong views / Click Through Rates 14%!– Enthusiast Sites / Forums / Specialty Classified

Mobile – Some of Our Questions• How do you the Dealer capture Mobile Customers?• Do you track & know if the customer is coming in via a mobile device?• Who at the dealership answers texts?• Do you have a dedicated phone for text inquiries?• Do you prioritize mobile inquiry higher than any other lead?

– Why are they on their mobile device?– Do you have to answer inquiry immediately?– Do you consider them lower funnel/ready to buy? Demanding?– Do you factor that they are On the way to a dealership, or already at a store

just checking pricing? Can you re-route them to you?• Rules you follow for mobile engagement?

– Get their info – “Let me check to see if that car is still available, can I have your phone #/email so I can get back to you?”

– What info do you freely provide with no demand/request for c/s contact info?• Pricing, Inventory confirmation, Trade-In quote?• Do you lose the c/s if you don’t give them the info they are asking for?

Mobile – Questions con’t.• Text & chat transcripts – How are you training your folks on best practices?• What are common mistakes you see?• What are successes you have had interacting with a mobile consumer?• What is the c/s asking you for?• When does the c/s end the session?• Mobile chat vs text – how do you manage these?• Mobile UI – “Responsive Design” – Good UI from Desktop website provider?• Mobile UI Design needs – Tablet use desktop, or mobile, “responsive”?• Mobile SEO/SEM differences?• What content is on your desktop but left out on Mobile UI?• What’s your mobile Brand Identity – Same as desktop?• Do you have mobile banner ads? Video?• Creative for mobile?

Mobile – Your Ideas

• SWOT– Strengths

– Weaknesses

– Opportunities

– Threats