What Consumers Want in Your QR Codes and Mobile Apps

Mike Martinez

By Mike Martinez

Deal­ers that adopt cut­ting edge tech­nolo­gies, like QR codes and mobile apps, and then use them every­where to feed peo­ple irrel­e­vant sales mes­sages, or gen­eral prod­uct and busi­ness infor­ma­tion, are not only wast­ing the customer’s time – but also their own time and money.

So how can you be sure that the infor­ma­tion you feed con­sumers is actu­ally of any sub­stance — and there­fore adding value to their every day life?

To start, you’ve got to know what your con­sumers want.

• Accord­ing to a national sur­vey of 2,000 + U.S. vehi­cle own­ers con­ducted by DMEautomotive’s Strat­egy and Ana­lyt­ics divi­sion, auto ser­vice cus­tomers are far more likely to use mobile apps (44%) than QR codes (18%), and less than a fifth of ser­vice cus­tomers have even scanned a QR code. But if they were to scan one, auto ser­vice cus­tomers reported their top desires would be to access coupons, dis­counts, cur­rent store pro­mo­tions and the abil­ity to sched­ule online appointments.

• And when it comes to mobile apps, 2 in 3 auto ser­vice cus­tomers are using them at least once daily, pro­vid­ing a con­stant cus­tomer con­nec­tion and more oppor­tu­ni­ties to embrace this always on behav­ior for the dealer.

So what’s the wish list of the app using cus­tomer? Cus­tomers want (in order)
• coupons
• online appoint­ment sched­ul­ing
• ser­vice reminders
• recall alerts and vehi­cle main­te­nance his­to­ries, all at the touch of a finger.

Know­ing what your con­sumers want and when they want it, is a rev­o­lu­tion in its own. But it’s those who exer­cise these strate­gies, align­ing their offer­ings with the cus­tomer demand, who will truly suc­ceed in this next wave of mobile adoption.

Mike Mar­tinez is Chief Mar­ket­ing Offi­cer of DMEau­to­mo­tive, the indus­try leader in science-based, results-driven auto­mo­tive mar­ket­ing that pro­vides a range of mar­ket­ing ser­vices to the biggest and most inno­v­a­tive auto­mo­tive orga­ni­za­tions in the indus­try. For more infor­ma­tion, email info@dmeautomotive.com.

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