5 digital retailing mistakes to avoid4dvai02t8ka4emt0j2hs7ccr-wpengine.netdna-ssl.com/... · no...
TRANSCRIPT
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____________________________________________
5 Digital Retailing Mistakes to Avoid
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About DealerOnDrivingSales Top Rated Website Provider, 2011 - 2018
Only provider to have won the last 7 Years In A Row!
2X Digital Dealer Website Excellence Award Winner
DrivingSales Top Rated SEO Provider, 2017
3X AWA Winner
Premier Google Partner
More Dataium Monthly ASI Winners than all others combined
DealerOn’s website customers have an average documented lead increase of 250%
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If you have questions during the presentation, please submit them using the “Questions” feature
Questions will be answered at the end of the webinar
A link to the recorded webinar will be emailed to you within 24 hours and will also be posted on DealerOn.com/webinar as an On-Demand Webinar
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After the presentation, be the first to answer the giveaway question correctly to win this awesome prize!
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After the webinar, please fill out our short survey and let us know what YOU thought of today’s presentation!
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@DealerOn@ElianaRaggio@Rudi_Thun
Tweet Much?
@Dealeron
@ElianaRaggio
#dealeronwebby
@Rudi_Thun
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____________________________________________
5 Digital RetailingMistakes to Avoid
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@DealerOn@ElianaRaggio@Rudi_Thun
OBJECTIVES
* THE PROMISE OF ONLINE COMMERCE
* NEW DATA SUPPORTING ONLINE RETAIL
* IS IT WORKING?
* SUCCESS VS. FAILURE
* MISTAKES TO AVOID AT LAUNCH
* THE IMPORTANCE OF OMNICHANNEL
* DEALER BEST PRACTICE EXAMPLES
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@DealerOn@ElianaRaggio@Rudi_Thun
17out of 4002That's how many people were satisfied with the car buying process according to a Cox Automotive survey in 2015.
That's not a percentage either.
What's your plan to avoid disruption or disintermediation?
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@DealerOn@ElianaRaggio@Rudi_Thun
THE PROMISE OF DIGITAL RETAILING
6 DAYS FASTER
BUILD DEALS IN MINUTES
10X SALES CONVERSION
10X VDP ENGAGEMENT
SET YOUR SALES ON FIRE
INCREASE F&I BY $500+
SELL FASTER, SAVE TIME
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@DealerOn@ElianaRaggio@Rudi_Thun
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@DealerOn@ElianaRaggio@Rudi_Thun
COMMERCE SOLUTIONS FOR TODAY’S MODERN DEALERSHIP
HAPPYCUSTOMER
HAPPYDEALER
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@DealerOn@ElianaRaggio@Rudi_Thun
DIGITAL RETAIL FLAVORS
OMNI-CHANNEL
SUPER LEADS
DEAL SHARING
Superlead GenerationPayments and Product info selected online, pushed into CRM.
Deal SharingPayments and Product info pushed digitally to customers & finalized online.
Omni-channel Digital Commerce. All deals presented & finalized digitally whether online, instore, or on mobile.
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@DealerOn@ElianaRaggio@Rudi_Thun
SURVEY SAYS…
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@DealerOn@ElianaRaggio@Rudi_Thun
Cox Automotive Future of Digital Retail Study
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@DealerOn@ElianaRaggio@Rudi_Thun
TOUCHPOINTS ARE OMNICHANNEL
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@DealerOn@ElianaRaggio@Rudi_Thun
BY THE NUMBERS
172%Increase in customer
satisfaction with time spent at the dealership when
online shopping was combined with in-store purchase. 1
78%of car buyers are
“somewhat” or “very” comfortable with
online deal-making activities such as
payment calculation and online
negotiation. 1
74%of buyers who
engaged with online F&I were satisfied with
their purchase vs. only 56% of buyers
who engaged in a traditional F&I experience. 2
63%of consumers initiated their car purchase
online. 1
1. Autotrader, Car Buyer of the Future Ftudy, 2015.
2. MakeMyDeal, Maintain Control of Your Fetail Business Online, 2016.
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@DealerOn@ElianaRaggio@Rudi_Thun
THE OMNICHANNEL EXPERIENCE
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@DealerOn@ElianaRaggio@Rudi_Thun
THE OMNICHANNEL EXPERIENCE
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@DealerOn@ElianaRaggio@Rudi_Thun
THE OMNICHANNEL EXPERIENCE
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@DealerOn@ElianaRaggio@Rudi_Thun
THE OMNICHANNEL EXPERIENCE
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@DealerOn@ElianaRaggio@Rudi_Thun
OMNICHANNEL SIGNIFICANTLYINCREASES CUSTOMER SATISFACTION
172%
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@DealerOn@ElianaRaggio@Rudi_Thun
RESULTS TO DATE
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@DealerOn@ElianaRaggio@Rudi_Thun
You’ve got to start with the
customer experience and
work back toward the technology.”
—Steve Jobs
“
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@DealerOn@ElianaRaggio@Rudi_Thun
SUCCESS NEEDS A CHAMPION
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@DealerOn@ElianaRaggio@Rudi_Thun
5 MISTAKES TO AVOIDWHEN LAUNCHING
DIGITAL COMMERCE
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@DealerOn@ElianaRaggio@Rudi_Thun
BEING HALF PREGNANT
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@DealerOn@ElianaRaggio@Rudi_Thun
DO YOU FUNDAMENTALLY BELIEVE WE ARE READY TO START
TRANSACTING DIGITALLY?
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@DealerOn@ElianaRaggio@Rudi_Thun
DIVING IN WITHOUT A PLAN
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@DealerOn@ElianaRaggio@Rudi_Thun
KNOW YOUR BEACHHEAD.PICK A DEPARTMENT
AND GO ALL IN.
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@DealerOn@ElianaRaggio@Rudi_Thun
INTERNET/BDC
SHOWROOM ONLINE F&I
TRADE VALUATION
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@DealerOn@ElianaRaggio@Rudi_Thun
NO PRICE TRANSPARENCY/ CONSISTENCY
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@DealerOn@ElianaRaggio@Rudi_Thun
CONSISTENT AND FAIR PRICING BUILDS CONSUMER TRUST. NO MORE SWINGING FOR THE FENCES.
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@DealerOn@ElianaRaggio@Rudi_Thun
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@DealerOn@ElianaRaggio@Rudi_Thun
FALSE START (LACK OF BUY IN)
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@DealerOn@ElianaRaggio@Rudi_Thun
ENCOURAGE OWNERSHIP.GET PEOPLE INVOLVED
EARLY & OFTEN.
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@DealerOn@ElianaRaggio@Rudi_Thun
LACK OF TRANSITION PLAN
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@DealerOn@ElianaRaggio@Rudi_Thun
RECAST YOUR TEAM & THEIR ROLES.
GET THE SALES MANAGER OUT FROM BEHIND THE DESK.
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@DealerOn@ElianaRaggio@Rudi_Thun
THE IMPORTANCE OF OMNICHANNEL 90% of customers today will finish the
transaction in-store.
Customers expect the same efficiency in-store as they see online.
There are many touchpoints throughout the buying process. Being able to pick up where a customer left off is key.
In-store Tools allow sales teams to take the customer from start to finish.
With the right tools, your sales team can establish a deeper, more trusted relationship with their customers.
The millennial employee expects technology as much as your customers do!
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@DealerOn@ElianaRaggio@Rudi_Thun
BEST PRACTICE EXAMPLES
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@DealerOn@ElianaRaggio@Rudi_Thun
OMNICHANNEL SELLING & IN-STORE ASSISTED BUYING
Pro-active use with phone ups and internet leads, regardless of source
Concierge focused: walks customers through the online process
Personalizes every experience, one sales team handles all
Roadster represents 1/3 of internet leads, and over 2/3 of sales
35% close rate for online orders; 3X the conversion of internet leads
Expedited process in-store, paperwork done during test drive
-Manny Souza, Sales Manager
“Some of the weakest sales people are becoming the strongest because of this platform.”
ANDERSON HONDA
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@DealerOn@ElianaRaggio@Rudi_Thun
IN-STORE PRESENTATION & ONE PERSON START TO FINISH
Went one price three years ago and hasn’t looked back.
Extremely tech oriented. Apple store like look and feel.
Hires millennials and trains them on the technology.
Uses Roadster to shows cars and starts the pencil process on iPads.
No sales managers involved (only occasionally).
Shares interactive deal sheets with customers, in-store, online & with phone ups
Document specialists confirm deals, but sales takes them all the way through the process. No F&I.
Uses Express Storefront to expedite the sales process, allowing each sales person to handle more customers.
Customers spend on average $500 more because they make it easy
TOYOTA/HONDA OF SEATTLE
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@DealerOn@ElianaRaggio@Rudi_Thun
SUGGESTED RESOURCES
* Bain & Company Brief: The Future of Car Sales Is Omnichannel
* EY White Paper: Future of Automotive Retail - Shifting from transactional to customer-centric
* J.D. Power White Paper: Top Trends to Improve Your Retail Experience in 2017
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@DealerOn@ElianaRaggio@Rudi_Thun
ACTION ITEMS
* Start developing your plan now
* Think holistically about the customer journey
* Leverage and include your people each step of the way
*Take action and start learning
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@DealerOn@ElianaRaggio@Rudi_Thun
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@DealerOn@ElianaRaggio@Rudi_Thun
Be the first to answer the giveaway question correctly to win this awesome prize!
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@DealerOn@ElianaRaggio@Rudi_Thun
Today’s Expert
Rudi ThunCOO of Roadster
[email protected]@Rudi_Thun
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After the webinar, please fill out our short survey and let us know what YOU thought of today’s presentation!
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Thursday, May 24 12pm EST / 9am PST
____________________________________
Online Merchandising Strategies that Lead to Profits & Growth
____________________________________Russ DanielsSenior Manager of Product Marketing at Homenet Automotive