Connect with busy shoppers and increase customer responsiveness using mobile
Cars.com is getting ready for the Big Game this February, and we’re giving you the chance to win prizes at WhosGotGame2012.com! Each week, we feature different characters representing potential car shoppers Cars.com could be reaching through our ad in the Big Game, as well as asking dealers how they would convert similar shoppers into purchasers at their store.
This week’s characters are Skip and Frances, a couple expecting their first child. Despite being quite attached to her mobile phone, Frances isn’t as… well… mobile as your typical car shopper as she nears her due date. As a result, she and Skip are likely to keep their dealership visits to a minimum. Let’s take a look at some of the ways you can use mobile to your advantage in helping Skip and Frances decide which car to buy, while also differentiating your store as the place to buy it.
- Send a personal video. Respond to an inquiry or confirm a test-drive appointment by texting or e-mailing a quick video walk-around of the vehicle in question. For shoppers like Skip and Frances, focus on family-friendly features of the vehicle, such as compatibility with child seats, safety features and storage space, while also being sure to point out perks for smartphone lovers, such as Bluetooth connectivity and mobile sync options.
- Don’t be afraid to text! People under the age of 55 are more likely to send/receive texts than phone calls*, and while some dealers worry that communicating via text message is too intrusive, many others find it to be a great way to increase responsiveness from busy shoppers like Skip and Frances. In addition to sending videos, photos and links, texting works best for quick exchanges, such as confirming appointments, sending alerts about new vehicle deliveries or, in the case of service customers, notifying a customer that their vehicle is ready for pickup. If in doubt, you can always ask for permission before contacting someone via text message.
- Make it easy to share via mobile. Like most couples, Skip and Frances are probably doing much of their research individually, then coming together to discuss their options. QR codes on in-store signage can help Skip share your review pages if he’s scouting out your store solo, for example. Alternatively, Cars.com’s mobile website and apps make it easy to e-mail vehicle listings while on-the-go, and wired site visitors can send vehicle listings to their own device or to another mobile user via the “Send to Phone” feature.
Head back to Whosgotgame2012.com next week for your last chance to win — we’re giving away three $500 VISA® gift cards in our grand prize drawing!
*Nielsen, Mobile Media Insights (Q4 2010)