Ally Next Practices - A4
DEALERSHIPS' FUTURE-IT'S IN THEIR HANDS
In era of mobile phone, process of buying a car needs to answer customers' call for digital
iStock: PeopleImages
DIGITAL TECHNOLOGY NOW TOUCHES
every facet of the car buying and
servicing process.
Whether it's texting and making online
appointments with service customers,
using data to plan advertising or
completing some or all of a vehicle
transaction online, digital technology is
changing the way dealers do business.
The reason? The omnipresence of the
mobile phone.
"The mobile phone is the glue
that holds it together," says Trace
Przybylowicz, autos lead for Facebook.
"A lot of how things have changed is
attributable to the manufacturers of
the devices-they're faster and more
powerful, with more storage, and able
to facilitate more of an incredible
experience."
Just a few years ago, conventional
wisdom was that car shoppers used
computers for much of their research,
including complex and visual tasks such
as building a vehicle. Mobile phones
were for price comparisons while on the
showroom floor or for checking directions
to the next dealership.
4 | ally | JUNE 2018
In 2012, merely 20 percent of internet
shoppers used a smartphone to shop
for a new vehicle; five years later, the
number has more than doubled, to 42
percent, according to J.D. Power's New
Autoshopper Study. Today, the average
car buyer spends 13 hours conducting
research online, 36 percent of that time
on mobile devices.
The rapid growth in researching and
purchasing goods and services on a
smartphone creates a different set of
expectations, says Kyle Jackson, senior
vice president and group director of
performance marketing for the agency
Spark Foundry. "Digital is the Number 1
place people go to research before going
into the dealership today," Jackson says.
THE EXPLOSION OF MOBILE PHONES
and these new customer expectations
have the industry discussing ways to
change the purchasing process.
When Edmunds.com surveyed inmarket auto shoppers, "One of the
most common complaints was having
to deal with multiple people through the
purchase process," says Nick Gorton,
"Digital is the
number 1 place
people go to
research before
going into the
dealership today."
- KYLE JACKSON,
SVP & group director,
performance media,
Spark Foundry
http://www.Edmunds.com
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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