Today, a dealership’s success can be greatly affected by whether or not that store has a mobile-ready website. According to eMarketer, more than half of consumers (51 percent) say they are more likely to buy from a retailer with a mobile website. But fewer than five percent of all retailers—and only 15 percent of dealerships—have such a site.

Mobile e-commerce is in high demand. A small investment can help you build upon an increasingly growing segment of your business—your internet traffic. Having a mobile website is an inexpensive way to get a slew of additional phone and internet leads.

But I already have a website!

The difference between having a mobile-ready website versus simply pulling up your website on your mobile browser is stark. The end user experience is vastly different. Have you ever tried to read the tiny type of a normal website displayed on your mobile phone? Worse, have you ever tried to click on the tiny type? Though most websites are visible on mobile phones, they just aren't built for the small display.

Mobile websites are designed specifically for mobile devices, with user-friendly menus, ease of navigation, and the look and feel of a dealer's brand. Usually, the most pertinent information for the customer is front and center: inventory, vehicle details, integrated video (very few vendors have this), showroom, parts and service hours, and contact information. Intelligence in the back end understands the type of device a customer is on (IPhone, Droid, etc) and presents a compatible website.

Benefits to consumers

Meet your customers' expectations! There is nothing more frustrating than pulling up a website on your mobile device and being unable to navigate to the information you seek. Don’t let your users down! Your brand identity is at stake. You must realize that if a lead can be generated on a mobile device, you are taking the initiative to increase your appointments and sales.

Your dealership needs to cast the widest net possible to reach car hungry prospects. According to Experian, 87 percent of all American adults have a mobile phone. Dealers who provide a pleasant, progressive mobile solution for their customers will gain customers who:

·                     Appreciate the ease of use of your mobile site

·                     Appreciate the ability to shop the dealership, view inventory and details, or submit a lead even when it is closed

·                     Appreciate the multimedia experience that is available with some mobile offerings

·                     Appreciate the ability to research and call the dealership when the idea strikes them—whether they are in the car, driving by or listening to some offline advertising—instead of waiting until they are back in front of their computer.

Not all mobile solutions are created equal

Most mobile offerings today are third-party plug-in/add-ons that are not integrated with your internet marketing solution. They cannot offer apples to apples mobile analytics. A dealer should be able to see how their mobile offering is serving customers in comparison with other digital marketing initiatives. Additionally, some mobile technology actually lets dealers edit their mobile pages from their mobile phone. Check and see if your website provider can offer these capabilities.

The mission of all of this new technology is to simplify communication and increase connectivity between consumer and brand. Social media, video, incentives, and mobile readiness are all designed for this reason. Providing a mobile solution to your customers is a sure way to attract thousands more website visitors and satisfy today's on-the-go mobile shopper.

Jennifer Suzuki is the president and founder of e-Dealer Solutions. For more information visit www.edealersolutions.com.

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