Ally Next Practices - A14

WE'RE LOOKING AT TOOLS THAT COULD EVENTUALLY
ENABLE A 100 PERCENT DIGITAL ONLINE TRANSACTION,
WITH THE DEALER AT THE HEART OF IT.
The other area is the entire delivery
process. That continues to be the main
source of frustration for consumers,
who want to get in and out of the
dealership in an hour or less. There are
a lot of digital and technology solutions
that can help speed things up, but it
requires investment and focus on the
part of dealers.
HOW DO PEOPLE IN THE AUTO
INDUSTRY, ESPECIALLY DEALERS,
NEED TO RETHINK HOW THEY ADVERTISE
AND MARKET TO CUSTOMERS IN A
WORLD WHERE THE MEDIA THEY USED
BEFORE, LIKE TV AND DIRECT MAIL, MAY
NOT BE RELEVANT?
BRIMMER: Even for us as a national
marketer, we are investing in how we
reinvent our marketing stack. How do we
build out the technology necessary to deal
with the way the landscape is changing?
Like us, dealers need to be where their
consumers are. I still believe there is a role
for TV; we look at it as a medium where we
can build more broad-based awareness.
But 80 percent of our budget is spent in
digital and social media. That's the new
battleground. It's about developing the
right type of content, the omnichannel,
frictionless experiences that allow the
consumer to interact with your company
on the device they want to use-and to
pick it up between devices. And it's again
also about the ability to use data to be
smart about that consumer, to be able to
understand when they're in the market
and to be more efficient from a spend
standpoint.

14 | ally | JUNE 2018

HOW WELL ARE DEALERS
MANAGING THEIR DIGITAL
BRANDS?
BRIMMER: Dealers have done a really
good job of understanding the importance
of having a strong web presence, the
importance of customers being able to
transact on their mobile phones-they
have adopted a "mobile first" philosophy.
Those things are table stakes and the things
dealers are doing well. Where dealers are
struggling is in using social media and the
role of social-moving past social as purely
an awareness medium to a conversion
medium. That takes discipline, learning and
leaning into new technology.
WHAT DO CUSTOMERS WANT
FROM DEALERS IN TERMS OF
F&I? WHAT DO THEY WANT DELIVERED
DIGITALLY? IS THE INDUSTRY MAKING
PROGRESS IN THIS AREA?
BRIMMER: A lot of progress has been
made, starting with the finance companies,
the platforms they've developed
-us included-to enable digital F&I
transactions. For dealers it's a matter of
aligning themselves with the F&I companies
that are the subject matter experts and have
invested to become leaders in the space. It's
all about time and ease and convenience.
To the extent that you can give customers
back time and make the transaction easy
for them, that's what they're looking for
and wanting. Providing them with that
convenience, providing them with the right
tools on their smartphones and at home,
so that whole part of the process can be
enabled before they walk in the door
-that's what you hear overwhelmingly that
consumers want.

ALLY HAS ACQUIRED OR
COLLABORATED WITH A VARIETY
OF COMPANIES AND PLATFORMS IN
THIS AREA. WHAT'S ALLY'S STATUS IN
MAKING CAR BUYING A MORE DIGITAL
EXPERIENCE?
BRIMMER: We believe we have a
responsibility to the dealer we work with
to be a subject matter expert and a thought
leader in this retail revolution. That's
what's driven our interest, our absorption
of knowledge and our investment in
collaborating with so many digitally
forward companies. We're looking at
tools that could eventually enable a 100
percent digital online transaction, with the
dealer at the heart of it. We also continue
to build out new marketing tools for
dealers-like our social media tools that
help dealers to be better at social listening
and responding. We just rolled out a new
program that provides Facebook ads for
dealers to deliver one-to-one messaging
and to use data to speak to consumers in
a very personalized, sophisticated way.
Through our digital CRM through Team
Velocity, we have built out an intelligence
of data and digital marketing tools dealers
can use to reach customers when they're
in shopping mode and talk to them online.
That's a way dealers can pull customers
all the way into calendaring a test drive,
looking at inventory and applying for
credit-providing a really hot, in-market
lead. We are at the forefront of what's
happening in the digital space. There isn't
anything we haven't looked at. And for
dealers, that's a really good thing, because
we can help them get smarter and win in
the marketplace.



Table of Contents for the Digital Edition of Ally Next Practices

Contents
Ally Next Practices - Intro
Ally Next Practices - A1
Ally Next Practices - A2
Ally Next Practices - Contents
Ally Next Practices - A4
Ally Next Practices - A5
Ally Next Practices - A6
Ally Next Practices - A7
Ally Next Practices - A8
Ally Next Practices - A9
Ally Next Practices - A10
Ally Next Practices - A11
Ally Next Practices - A12
Ally Next Practices - A13
Ally Next Practices - A14
Ally Next Practices - A15
Ally Next Practices - A16
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