In a down market, Findlay Kia needed an effective way to analyze their CRM data to expose inefficiencies in their sales process. They needed to identify which sales they were losing to their top competitors and the sources responsible for those defections. After defining the areas where they could improve, they needed a solution to help them reclaim lost sales to the competition.
Click below to see the complete set of results and how we did it.
Inventory may be hard to come by these days, but it can also be hard to get rid of. Depending on the unique intricacies of your market, we know there are certain models you can’t seem to stock enough of and others that tend to overstay their welcome on your lot. If the latter is the case, take advantage of one of the most simple and straightforward solutions – test drive incentives. Use higher value test drive offers on the specific vehicle details pages (VDPs) of the models in your inventory that may need a little help. If you know you have a high defection rate tied to a specific new car model, you can incentivize customers who land on those VDPs or submit a lead for that model with a greater value incentive, say a private offer for $50-$100 when they come in for a test drive. Target and boost any model that may be underperforming.
The same logic can be applied to your used and CPO inventory. Offer higher value incentives only on stubborn or aging inventory you can’t seem to move. A great example of how this can be executed came from Jim Burke Automotive Group on a 2016 Subaru Impreza.
“We needed to move the Impreza ASAP and we were able to accomplish this utilizing AutoHook’s Web2Show solution via our Dealer.com website. We did an increased, targeted offer for the Impreza’s stock number only of $100 for a test drive and sold the vehicle in just 4 days. We are thrilled with the quick turnaround of this specific vehicle targeting campaign and will definitely continue to use AutoHook’s solutions in the future.”
- Gordon Gibbs, President, Jim Burke Automotive Group
© 2020 Urban Science. All rights reserved.
Exploring recent survey data from the Urban Science® COVID-19 Dealer Survey
This survey was conducted online within the U.S. by Urban Science to understand the impact of the pandemic on dealers and how they are evolving to fulfill the changing needs of consumers while remaining a successful business. Survey responses were evaluated for margin of error at a 90% confidence level.
While it is no secret that inventory shortages have become a common struggle for many U.S. dealerships, our recent survey data indicates opportunities can be found in an otherwise disadvantageous situation. Overall, dealers are recognizing that ongoing vehicle shortages are influencing consumers to increasingly use dealer website inventory to inform their decisions on which retailer(s) they will visit before making a purchase.
Below are three critical implications of the pandemic and actions dealers can take to turn them into opportunities:
As consumers become more willing to take a drive for the car they want, they become less likely to be loyal to their nearest dealership. This means dealers in strong inventory positions should expand their media and test drive incentive campaigns to reach further-out geographies. On the contrary, dealers with limited inventory should deliver test drive incentives to all consumers visiting their digital inventory pages to entice them into their showroom, even if they don’t have the specific model that in-market consumers are looking for.
The world may be upside down, but the fact than an increase in VDP views still correlates directly to an increase in vehicles sold is a good sign for dealers. Current industry trends indicate tight marketing budgets would be well spent on things like test drive or purchase incentives to help you convert active, in-market consumers by encouraging them to come in and test drive the exact vehicle they could be taking home. Test drive incentives continue to be a surefire tactic to getting more of your VDP viewers into your showroom, where you have a higher chance of closing the sale.
Increasing lead close rates should give dealers reassurance to work their leads persistently and confidently. If there is a greater likelihood for people to purchase what they say they want, dealers should be mindful to not allow their competitors to steal a sale due to insufficient follow-up. They should follow up with their leads for as long as it takes to get in-market consumers into the showroom and into the vehicle. More specifically, this means salespeople shouldn’t call it quits after seven days and should prevent leads from defecting during that critical 8-14-day period. If you get a customer on the phone, don’t let them hang up without setting up an appointment to come in and take a test drive. If they’re on the fence, lock in the appointment by issuing an instant test drive offer over the phone or in a follow-up email, such as a $25-$75 Visa e-Gift card as a thank you for coming in. For elderly, at risk, or just nervous customers, offer to bring the vehicle to them!
As we settle into the fourth quarter, supply concerns don’t seem to be dissipating. While demand is certainly rebounding from the two months of production lost to the pandemic, pent up demand can contribute to even more of a scarcity of vehicles as automakers struggle to keep up and replenish outputs. More than ever, dealers need to continue to make the most of what they have by keeping the right mix of vehicles in stock to the best of their ability and taking advantage of incentive programs that they can control based on their own unique inventory situation.
As of last month, 2021 models accounted for only 3% of dealership inventory, according to Cox Automotive, compared to a quarter of dealer stocks being new models at this time last year. Therefore, OEM-sponsored clearance deals and incentive programs have been slower to materialize, calling for individual dealerships to take matters into their own hands and work with vendors that can help them convert more of their growing website visitors to actual showroom visits, test drives, and ultimately sales with more targeted and personalized incentives.
© 2020 Urban Science. All Rights Reserved.
AutoHook is best known for converting online traffic into showroom visits using private offers and test drive incentives on dealer websites and third-party sites. These private offers and incentives, combined with our untouchable attribution model, has proven to be one of the most (if not the most) cost-effective ways to get customers physically into your showroom and into the driver’s seat of a vehicle, where you have the best possible chance of closing a sale.
What many dealers don’t realize, is that AutoHook’s capabilities go far beyond rewarding customers for visiting your showroom for a test drive. Our most successful dealers use AutoHook to boost revenue across multiple departments – not just new car sales.
Customized incentive campaigns can be executed at any time to support any and all of your unique initiatives from securing more service customers to acquiring more quality trade-ins for your used inventory. The following are 10 ways to use AutoHook’s private offers to further boost your bottom line. All customization options below have proven successful at actual dealerships across the U.S. and are free of charge for current customers. In this case, more sales (and the data to prove they came from us) really are just a phone call away.
Depending on your brand, we know there are certain models you can’t stock enough of and others that overstay their welcome on your lot. Use higher value test drive offers on the vehicle details pages (VDPs) of the models in your inventory that may need a little help. If you know you have a high defection rate tied to a specific new car model, you can incentivize customers who land on those VDPs or submit a lead for that model with a greater value incentive, say a private offer for $50-100 when they come in for a test drive. Target and boost any model that may be underperforming or even a single VIN.
The same logic can be applied to your used and CPO inventory. Offer higher value incentives only on stubborn or aging inventory you can’t seem to move. A great example came from Jim Burke Automotive Group on a 2016 Subaru Impreza.
“We needed to move the Impreza ASAP and we were able to accomplish this utilizing AutoHook’s Web2Show solution via our Dealer.com website. We did an increased, targeted offer for the Impreza’s stock number only of $100 for a test drive and sold the vehicle in just 4 days. We are thrilled with the quick turnaround of this specific vehicle targeting campaign and will definitely continue to use AutoHook’s solutions in the future.”
- Gordon Gibbs, President, Jim Burke Automotive Group
Increase the value of private offers in areas where you’re struggling. AutoHook can set up custom filters to target your website visitors located in specific ZIP Codes where you see high defection rates or where you know you’re getting crushed by competitors. For example, offer a $65 test drive incentive only to customers located in the ZIP Codes you define and a $35 reward to website visitors in your backyard. The further away the ZIP Code, the higher the reward should be. Planet Honda did this and saw outstanding results. They identified three ZIP Codes where they were losing the most sales to competitors. They increased their test drive offers from $35 to $50 for any customer viewing inventory on their website located in one of these areas. We tracked their sales attributed to AutoHook incentives over six months, and their results speak for themselves. Check them out below or read the complete case study here.
With new car sales forecasted to decline in 2019, dealers need to shift focus to service and parts to make up for potential losses in new car sales revenue. We’ve had dealers get extremely creative with using private offers to persuade customers to choose their dealership for their service needs rather than the local body shop shown the street. Use AutoHook to get more service appointments by offering customers who book appointments online a special reward that can only be redeemed when they come in for their appointment. You can also use our Issue Instant Reward feature when setting up appointments over the phone to help ensure they show up.
Another idea is to target specific segments of service customers by pulling contact lists from your CRM that meet certain criteria. For example, pull a list of customers that are due (or overdue) for their first service appointment and email them an offer for a $25 reward when they complete their first scheduled vehicle maintenance at your location. The same can be applied to your parts department or special service events. For example, “Get an instant Amazon eGift Card when you schedule an appointment to come in for our Spring Tire Sale!” Or, “Receive a $100 Visa eGift Card when you purchase a complete set of tires!”
Dealers have also used AutoHook to incentivize service customers who have a desirable vehicle for their used inventory or vehicles that exceed a certain mileage range. In addition, you can always pull a list of appointments you already have on the books and use our Bulk Coupon Generator (just call us and we’ll do it for you) to reward your service customers with a $25 gift card to test-drive one of your new vehicles instead of sitting around waiting for their car to be serviced. Who wouldn’t want to get paid to take a spin in a vehicle that peaks their interest while they wait? Use our Issue Coupon Code or Issue Instant Reward features for customers sitting in your waiting area that may not have received a pre-generated offer to test drive a new vehicle.
Use the Lead History report in the AutoHook portal to pull a list of anyone who completed an AutoHook test drive offer lead form but has not yet come in to redeem their gift card. You can also pull a list of all leads in your CRM that are 90 days or older (or a timeframe of your choice) and reengage them with a $50 offer to visit your showroom for a test drive. AutoHook can help you set up custom targeted offers based on the leads (or even lead sources) you want to influence.
Using AutoHook’s Triggered Links feature, custom incentive campaigns can be set up on your dealership’s social media pages and in paid social ads. We can also integrate private offers into paid search and display campaigns, or on any landing page or microsite. You can even use AutoHook in your social ad campaigns to reward customers for booking a service appointment online or to promote a discount on parts.
Target customers with a private offer to get them to trade in their desirable car and purchase or lease a new one from you. Simply pull a list of customers in your CRM that have a lease expiring in the next 90 days or a time frame of your choice. Offer them a $50-100 Visa Gift Card to come in and test drive a newer model and trade in their lease early. If you have equity mining software, pull a list of lease pull ahead customers and email them with a unique offer to get out of their lease early and into a new vehicle.
Who doesn’t need more positive reviews? Use AutoHook as an enticement for customers to leave reviews, testimonials, or feedback of their experience buying or servicing their vehicle at your dealership. Give happy customers a reason to take the time to write you a good review by emailing them a link to instantly redeem a Visa or Amazon virtual gift card. Our Issue Instant Reward feature is the perfect way to say thank you on behalf of your dealership for submitting a positive review. Testimonials can be used in a multitude of ways to show off the value of your unique dealership experience or a specific salesperson.
If you identify a list of customers you want to solicit for reviews, you can call our Client Success Team and they will help you utilize our Bulk Coupon Generator to create unique incentive codes for each contact on your list. We can create email campaigns on your behalf or you can include a unique triggered link in your own personal emails to customers.
On the flip side, you can use the Issue Instant Reward feature for any customer who complained or had a poor experience at your dealership. Not that that would ever happen at your store…but know it’s available for you to have in your back pocket, should that problem ever arise.
Use the Issue Instant Reward feature as a great way to say “thank you” to any customer who refers your dealership to their friends and family. Issue Coupon Code can be leveraged to lock in referrals over the phone in those states that allow referral payments. Check with your state Dealer Association for more information.
A great example came from a Kia dealership that runs a strong referral program and uses AutoHook incentives as their fulfillment and measurement tool. AutoHook worked with their Internet Sales Director to build a set of special Issue Instant Reward placements ranging in value up to $200 and marked each as a Referral Gift. This dealership loves having the gift card fulfillment process completely handled for them. They can also track the specific placements to see who refers the most people to buy and how much they need to offer to incent the best referrals. Additionally, this will make your accounts payable department very happy, in that they only have to write one single check for all of the output in a given month.
Piggyback on OEM launch campaigns including new model launches, holiday sales events, loyalty programs and more. Use higher dollar offers to drive those intenders into your showroom instead of defecting to a competitor. Holding a private or special sales event unique to your dealership? Use AutoHook as a way to get more customers to attend and test drive one of your vehicles. One of our largest dealer groups loves to use our Issue Instant Reward feature to create customized marketing campaigns around holidays including Black Friday, Valentine’s Day and Summer Sales Events.
The customization opportunities AutoHook offers are endless. So much so, that we truly struggled to cut this list down to 10. If you ever think of your own creative way you’d like to integrate our private offers, give us a call and we will help make it happen.
As part of ongoing solution innovation initiatives, Urban Science’s Advanced Analytics team was tasked with the challenge of developing a new, technologically superior, enhanced lead scoring model to apply to AutoHook’s third-party incentive solution, also known as Lead2Show. This new, centralized model has proven to pinpoint even more leads with the highest probability of purchasing, faster and more accurately than ever before.
AutoHook’s new lead scoring model leverages the unrivaled sophistication of the Urban Science® DataHub™ - the only source of near-real-time industry-wide sales* data-fueled directly from automakers, not 90-day old registration data. Daily processing of sales and lead data allows us to deliver superior lead scoring automation technology that identifies more in-market buyers faster, without increasing the number of incentives issued.
For our dealers, this means a more efficient, cost-effective solution that eliminates instances of wasted time and money incentivizing leads with a low likelihood of purchasing or leasing a new vehicle. Simply stated, this advanced lead scoring model allows us to send even higher quality leads with the highest propensity to buy into dealer showrooms.
But we don’t expect you to take our word for it. In true Urban Science fashion, we have the data to prove it. We conducted extensive testing and validation efforts to confirm not only that the technology effectively does what we built it to do, but we also calculated the exact statistical significance of the implemented enhancements compared to our previous scoring model.
Methodology
To calculate the success of the upgraded technology, we applied both scoring models to the same data set of 173,532 third-party leads across all OEM brands over a two-week period. The actual results shown below reflect only the leads that were validated to have a high likelihood to purchase and thus received an AutoHook incentive offer. The data confirmed the new and improved algorithm provides significant, quantifiable benefits to our dealers including more sales, a higher buy rate and a lower cost-per-sale.
Good news for current AutoHook clients, this upgrade in our technology is already working for you and will not affect the cost of our solutions. If you don’t use AutoHook’s third-party incentive solution (Lead2Show), for a $77 cost per sale, why wouldn’t you take advantage of this service?
*Sales refers to vehicle unit sales and does not represent vehicle price or revenue.
It’s day 23 of shelter-in-place, and other than the world needing a haircut, there’s positive news for the auto industry. Sales are certainly down, but they’re not gone. Whether your dealership is open or closed due to COVID-19, you still have leads to work - or your competition will.
Lead volumes are in fact declining, but not consistently across the board. Some brands are even seeing increases right now, and there are still approximately 20,000 vehicle sales happening each and every day. So how are you going to capture them?
At Urban Science, we have a tool called TrafficView™ that shows the highest rate of sales defections happen after 14 days. This means leads that came in during March need to be worked now. So do not shut down, and if you have to, then your internet teams should be working the leads in your CRM from home.
This is a time to be innovative and proactive, whether you are a salesperson, or a manager a GM. Here’s another easy idea. Focus on consumers with lease expirations and positive equity opportunities. Did you know that there are 1.8 Million leases due to expire between now and July of this year? Let’s just start there. You can sustain your business doing only that. In the words of Abraham Lincoln, “The best way to predict the future is to create it.”
In Part 5 of On the Dealer Front Lines, where we’ll cover how dealers can start preparing to capture the pent-up demand once the market recovers. Stay tuned!
OEMs are stepping up to the plate with aggressive incentive programs to help out consumers impacted by COVID-19, and they’re putting strong media weight behind these campaigns. As a result, impressions are up and if dealers want to capture this traffic, they need to align with these programs. People still need cars and the data shows they are actively looking to take advantage of these OEM initiatives. Dealers have a great opportunity to gain market share by engaging the traffic generated by their brands (even if that means working leads from home)!
Brands like Ford, Hyundai, FCA, GM, Volkswagen, and more are all offering progressive purchase incentives right now and as a result, impression counts are through the roof. Furthermore, it’s not just about brand awareness activity. Consumers are actively searching retail terms like “incentives” and “auto dealer near me.” Dealers should definitely align with this activity if they want to capture the retail traffic that’s being generated by their brands and gain market share in a down market. This means not canceling your digital ad spend, as we discussed in Part 2.
As an example, we interviewed a digital marketing manager of a large dealer group yesterday and in their market, in March, they were up nearly 70% and they absolutely did not cancel their digital advertising spend.
If you can’t get the eyeballs on the traffic, you certainly can’t get the leads. And you won’t get the showroom visits or the at-home appointments and ultimately, this will lead to less sales. Dealers need to leverage what the OEMs are doing right now, during this time of need, when these opportunities are available. In the wise words of Lewis Carroll, “If you don’t know where you’re going, any road will get you there.”
Next time, we’ll talk about sales definitely being down, but they’re not gone. Dealers need to keep working leads, even if that means finding new and innovative ways to do so because if not, your competition will.
Stay tuned for On the Dealer Front Lines Part 4: WHO’S WORKING YOUR LEADS?
At Urban Science, in addition to monitoring industry-wide daily vehicle sales, we track an impressive amount of behavioral data. We keep a constant pulse of what consumers are doing online and there’s one thing we know for sure. Online impression volume is at a historic high. With so many people stuck at home or unfortunately out of work due to COVID-19, there have never been more eyeballs on the internet. So, what does this mean for dealers?
Throughout this series, we’ll discuss several things dealers should be doing now to sustain their business. But first, we’d like to focus on the one thing you should NOT be doing based on the evidence we’ve seen. We’re seeing many dealerships starting to cancel their digital advertising spend - including search, display, and retargeting and even canceling their traditional cable buys. Full disclaimer, we do not sell any of these services at AutoHook or Urban Science. But our advice to dealers is that canceling your digital advertising right now would NOT be a smart move, and here’s why:
The impressions and consumer engagement you cancel today will lead to no conversion tomorrow, meaning less showroom traffic weeks from now, and ultimately fewer purchases for you, which will translate to diminished market share – left up for grabs. Your focus should be on capturing your impression share and engaging consumers where they are, and right now, they’re online.
Over the last four decades, Jim Anderson, the president and founder of Urban Science has led the company through a number of challenging times and recessions. One of his famous mantras he often shares with us is to “Focus on the intersection of what matters and what you can control.” Right now, what you can control is your ability to engage consumers where they are.
In part 3 of On the Dealer Front Lines, we’ll talk about the latest OEM efforts around incentives and what you should do as dealers to align and capture that traffic. Stay tuned!
Part I: WHY NO INDUSTRY IS MORE RESILIENT
Over the next few weeks, AutoHook will be interrupting your daily COVID-19 newsfeed of doom and gloom to deliver a much-needed dose of positivity to dealers and automotive professionals across the U.S. In our mini blog series, “On the Dealer Front Lines,” we will share real-life stories and lessons learned during some of the toughest times in the auto industry - from the 1989 recession to 9/11, to the Great Recession of 2008, and through ongoing natural disasters.
We’ve been fortunate enough to interview a “task force” so to speak of auto industry veterans, dealership owners, CMOs of large dealer groups, pioneers in the AdTech space, and leaders at the OEM level to collect first-hand anecdotes of how this industry adapted during the catastrophes of the past and the priceless lessons they took with them.
What’s interesting about the way each of these crises in our history unfolded is that each one had a V-shaped curve. Although we were forced to navigate through turbulent times, in most cases, we came back out of these situations better positioned for success than when we went in.
Even more noteworthy is that the real-life stories we’ve collected are not negative ones. They are stories of innovation and of dealers, technology vendors, and OEMs utilizing these times to come together and sharpen their blade while inventing new and better ways of operating.
Today, we face an unprecedented, worldwide pandemic that will undoubtedly bring new challenges no industry will be immune from. However, the silver lining is that there are things dealers can do now in order to weather this storm and come out of it smarter, more prepared, and stronger than ever.
This series will serve as a reminder of the one theme that has consistently united the hardest times in the history of the car business: innovation.
Stick with us during this journey as we share best practices, real-world examples, and lessons learned, infused with near-real-time data to help dealers thrive in a down market.
As Winston Churchill once said, “Those who fail to learn from history are doomed to repeat it.” So, let’s repeat the positivity that came from the lessons we’ve taken with us.
Stay tuned for Part 2 of On the Dealer Front Lines: What NOT to do Right Now.
