Implementing a Mobile App: Don’t Get Left Behind

By Mike Martinez

Mobile apps are being adopt­ed faster than any oth­er tech­nol­o­gy change in his­to­ry. Deal­ers that embraced the app rev­o­lu­tion ear­ly on are see­ing rad­i­cal results. So, if you haven’t yet launched an app for your store, here’s what you’ll need to do.

• Start by tak­ing the time to pick the right ven­dor (and one that you trust) for the app that you want. This is the first and most impor­tant step in the process. You don’t want to launch your app and then switch to anoth­er ven­dor send­ing you all the way back to ground zero and los­ing all your valu­able down­loads.

• Before select­ing a ven­dor, iden­ti­fy your store’s needs. What fea­tures does your app need in order to advance your busi­ness? How will the app fit into your sales and ser­vice strate­gies? Accord­ing to a DMEau­to­mo­tive sur­vey, con­sumers want coupons and the abil­i­ty to sched­ule appoint­ments the most. Add in inven­to­ry dis­play and DMS inte­gra­tion, and you’ll be off to a great start.

• Once you have your app in place, get your employ­ees on board. If they’re excit­ed about the app then they can get your cus­tomers excit­ed about the app. And that’s your best sell­ing point. Have your ven­dor per­form in house train­ing for all teams. You can even cre­ate per­for­mance awards for both sales and ser­vice per­son­nel and incen­tivize the down­load for cus­tomers with coupon offers.

• Pro­mote your app and start obtain­ing down­loads. After build­ing a down­load data­base, oppor­tu­ni­ties will fol­low. This can be done sev­er­al ways, through TV and radio ads, dur­ing ‘on hold’ phone mes­sag­ing, through cus­tomer down­load and activ­i­ty con­tests, through every day lan­guage at your store and via social media. Put a QR code on all busi­ness cards, news­pa­per ads and mail com­mu­ni­ca­tions for direct access to down­load the app. And don’t for­get about point of sale mate­ri­als. It’s impor­tant to pro­mote the app through sig­nage that catch­es your cus­tomers’ eye and gets them excit­ed.

So, if you haven’t already, get in the game, take your time select­ing the right ven­dor, and look for­ward to engag­ing your cus­tomers in a whole new way. The results will be app-solute­ly phe­nom­e­nal.

For more infor­ma­tion on how to launch an app in your store go to and down­load your free copy of The Pock­et Rev­o­lu­tion: The Com­plete Guide To a Killer Mobile App., or pur­chase the Kin­dle eBook at or by click­ing here.

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



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