cars.com at digital dealer 2011 -- winning with mobile: selling generation smartphone
Post on 20-Aug-2015
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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
Our Objectives
• Understand the mobile audience and learn how shoppers are using mobile devices Who?
• Build a mobile game plan for your store to reach and connect with the mobile shopperHow?
• Engage mobile shoppers and build process to drive more sales Wow!
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
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
n=1,647
apps
mobile web
Mobile Shoppers Are…
14%
62%
17%
Household Income
Series 1
18-24 9%
25-34 30%
35-44 24%
45-54 18%55+ 20%
Age
…Younger, More Affluent and Building a Family
Nearly half have kids under 18
Cars.com: Mobile Web and App Usage for Automotive Shoppers (Source: Nielsen)
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)
Smartphones Dominate Shopping
83%
44%28%
97%
73%
32% 28%15%
Smartphone Mobile Phonewith advanced
features
Tablet PCs Desktop orLaptop
computer
MP3/portablemedia player
Handheldgaming device
E-bookreaders
Basic MobilePhone
83% of mobile car shoppers have a
smartphone28% use a tablet
Types of Devices OwnedBase: All Respondents (n=1647)
Note: device ownership is not mutually exclusive
Cars.com: Mobile Web and App Usage for Automotive Shoppers (Source: Nielsen)
Where Do Shoppers Go Mobile?
Cars.com: Mobile Web and App Usage for Automotive Shoppers (Source: Nielsen)
92% at home
On the go:• 64% outside• 59% at a restaurant, café or bar• 54% waiting in line
66% at the office
60% of recent purchasers used
their device on the dealership lot!
38% in the bathroom
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.
Frequency of Using Automotive Apps and WebsitesAll Mobile Car Shoppers (n=1647), Males (n=832), Females (n=815)
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?
Mobile Web Dominates Apps
5%
8%
6%
4%
9%
8%
18%
31%
19%
17%
32%
30%
14%
27%
16%
12%
27%
28%
20%
20%
20%
30%
33%
43%
2%
39%
47%
3%
2%
31%
Automotive Apps onMobile Device
Automotive Websiteson Mobile Device
Male (Apps)
Female (Apps)
Male (Web)
Female (Web)
Every Day At Least Once a Week At Least Once a Month Less than Once a Month Never
All Mobile Car Shoppers
Automotive Apps of Mobile
Device
Automotive Websites of
Mobile Device
Cars.com: Mobile Web and App Usage for Automotive Shoppers (Source: Nielsen)
Preference: Automotive App Vs. WebsiteUsed Both Mobile Apps and Mobile Web on Phone (n=62), Used Both Mobile Apps and Mobile Web on Tablet (n=39)
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?
Those who use both prefer apps
On Mobile Phone On Tablet
55%
33%
23%
41%
23% 26%
Prefer using downloadable automotive apps
Prefer using automotive websites
No preference
Web98%
App57%
Automotive App vs. Web Usage on Mobile Device for Vehicle Shopping
All Mobile Shoppers (n=1647)
55%
Cars.com: Mobile Web and App Usage for Automotive Shoppers (Source: Nielsen)
Mobile ActivitiesAll Mobile Car Shoppers (n=1647)
What Mobile Features Are Most Important?
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?
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 values
60%
Read dealer reviews 51%
Contact dealer via email 41%
1% 1%1%
3%
4%
6%6%
8%
6%
Easier toUse/Navigate
Faster Speed View/ CompareSpecifications
Price Info/Comparisons
BetterPictures/Videos
Easier toCompare Cars
Discount Info Loan Info More Reviews
Additional Desired Features on Automotive Apps/Mobile WebsitesAll Respondents (n=1647)
Opportunities for Dealer Sites and Apps
Q32. What types of features are currently missing from current automotive apps/mobile websites? Which additional features would make your shopping experience better?
• “I would like better layouts and more options”
• “They currently lack good mobile web interfaces that are easy to read and navigate”
• “Specific info including options available and their costs”
• “Price comparisons for similar types of cars”
• “A greater emphasis on comparative shopping”
• “Easier way to compare vehicles”
Connect with Text
male female 13-17 18-24 25-34 35-44 45-54 55-64 65+0
500
1000
1500
2000
2500
3000
3500Calls vs. SMS
# of calls made/received # of SMS sent/received
Source: The Nielsen Company, Mobile Media Insights, Q4 2010
Build Confidence on the Lot
• Use QR codes to make it easy for mobile shoppers to connect with information that prepares them for purchase
“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
Arm Your Staff for Sales Success
• Provide your sales staff with mobile tools: Boost productivity Connect with
customers Be transparent with
the process
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
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