Automotive News - June 19, 2017 - v2 - A13
SPECIAL ADVERTISING SUPPLEMENT
"What we see is the increased ability of social media
to become a vibrant personalized channel, where
you can deliver very targeted one-to-one messaging.
Q
Where do you and Ally see this
headed? From an F&I
perspective, is it doable? What makes
this more challenging?
RILEY: Anything that we've looked at,
all our own research, points to the same
thing, which is that people are looking to
cut down the amount of time it takes to
transact when they're purchasing an auto.
They don't want to spend two hours in a
dealership taking delivery of a car, signing
paperwork. But it is such a big purchase.
It's not like buying shoes or books. For a
lot of people, they want to understand how
the car drives, how it feels, how it looks.
There is that tactile part where you just
need to come in and touch the vehicle. So
we think the dealer will continue to play
an important role into the future.
What we see changing is more around
the F&I process, and how much can be
done before someone walks in the door-
getting a credit app, getting preapproved,
understanding the insurance items. And
having everything in an electronic deal
jacket, so a customer can walk in, make
sure everything is OK, initial it and get that
part of the process down to something
that's more fitting with customer
expectations. We saw some recent
research saying that 75% of people would
consider completing the entire car-buying
process online. Whether that's accurate
remains to be seen, but it's an interesting
indicator of where people's heads are. And
let's face it; time is money for a dealer.
If you can figure out a way to transact
more and more vehicles online, that's just
volume a dealer can add. And it frees up
staff to do other things.
Q
The role of social media has
changed in a lightning-fast way
in the past few years. Do you feel that
dealerships have embraced social media
in the right way?
RILEY: It's not ubiquitous. You have a
top tier of very digitally savvy dealers who
understand the importance and capability
of social media. But let's face it; social
media is changing so rapidly, even as
marketers it's hard for us to stay on top
of, let alone for small businesses worried
about a million other things.
What we see is the increased ability
of social media to become a vibrant
personalized channel, where you
can deliver very targeted one-to-one
messaging. Social media is not going to
be the be-all and end-all for every dealer.
But there are some basics you must do, in
terms of having the right information out
there, scanning your ratings and reviews,
responding to people, using it as a channel
to cultivate prospects. Dealers who are
comfortable with social media should start
moving into it as a CRM tool because of
the ability to target people on a one-to-one
basis. I think dealers will find when they do
that, their close rate will go up significantly.
Q
Whether it's social media, email,
retargeted ads - how important
is that level of personalization in
prospecting for customers or talking to
your existing customers?
RILEY: It's probably the No. 1 thing
we are seeing from a marketing
trend standpoint. There are so many
marketers that have become so savvy at
it that we as consumers are getting used
to that level of personalization. We want
to be treated specially, and personalized
communication is a way to do that.
One thing shoppers who are loyal
customers and repeat purchasers
find frustrating is if you talk to them
like it's the first time they've been in
your dealership or consumed your
brand. Dealers that aren't pushing to
get there-aren't putting in the right
CRM systems, aren't looking at the
data-are going to find they're losing
customer loyalty, because that's the way
consumers want to be spoken to.
Q
Are there a few things you
recommend dealers pay attention
to, in terms of creating the best online
brand and presence for their dealerships?
RILEY: The first thing they need to do
is make sure their experience is mobileoptimized. There is nothing more
frustrating than being out there searching,
and landing on a website where you have
to pinch and zoom to see the content.
Secondly-and this gets back to the
importance of social media-dealers need
to push out a considerable amount of
content so they are coming up organically
in top positions in consumers' searches.
Attention-deficit consumers that we
are, we hit the top three in our searches
and don't go further. Also, we're checking
the ratings and reviews. What we've found
is that if a dealer has more than five bad
reviews, the consumer is automatically
going to try another dealer. Dealers need
to make sure that if there is a bad review,
they're correcting the situation.
JUNE 2017 | ally | 13
Table of Contents for the Digital Edition of Automotive News - June 19, 2017 - v2
Automotive News - June 19, 2017 - v2 - Intro
Automotive News - June 19, 2017 - v2 - A1
Automotive News - June 19, 2017 - v2 - A2
Automotive News - June 19, 2017 - v2 - A3
Automotive News - June 19, 2017 - v2 - A4
Automotive News - June 19, 2017 - v2 - A5
Automotive News - June 19, 2017 - v2 - A6
Automotive News - June 19, 2017 - v2 - A7
Automotive News - June 19, 2017 - v2 - A8
Automotive News - June 19, 2017 - v2 - A9
Automotive News - June 19, 2017 - v2 - A10
Automotive News - June 19, 2017 - v2 - A11
Automotive News - June 19, 2017 - v2 - A12
Automotive News - June 19, 2017 - v2 - A13
Automotive News - June 19, 2017 - v2 - A14
Automotive News - June 19, 2017 - v2 - A15
Automotive News - June 19, 2017 - v2 - A16
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