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)
• 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 firstname.lastname@example.org.