Has your dealership kept up with the speed of change? Are you ready to deliver an exceptional customer-focused experience?
According to Adweek, 81% of car shoppers conduct research online before making a purchase. The 2015 Automotive Buyer Influence Study commissioned by Autotrader revealed that consumers spend an average of 12.5 hours shopping for cars online.
When these consumers arrive at the dealership, they know the make, model, color, and equipment of the vehicle they want to buy, and they know that it is on the dealer’s lot. All they need is a salesperson to give them a good deal on their trade-in, write up the order, and give them the keys to their new car.
The hours spent online researching vehicles, comparing prices, and identifying which dealer has their selection in stock means that many buyers enter a dealership only to complete a purchase and take possession of the car they want.
Buyers want instant gratification
They are not likely to have a favorable experience at your dealership, however, if their time is wasted waiting for the salesperson to find the keys and locate the car they’ve chosen. Customers who have done their homework online want instant gratification. With the prevalence of social media, they can either become raving fans or brutal critics.
During my 13 years in the retail automotive industry, finding keys and cars in a timely manner was one of my biggest challenges. For a dealership to be successful, it needs to automate business processes and generate data to optimize daily operations.
Bluetooth-enabled asset tracking
One such automated process is Bluetooth-enabled asset tracking, which automatically generates real-time asset locations; time stamped, asset-movement history; automated asset prediction; and asset data quantification based upon key performance indicators (KPIs).
Far more affordable and efficient than GPS and radio frequency identification (RFID), Bluetooth-enabled key and car tracking is becoming the standard asset management solution in top performing dealerships. These asset-tracking solutions provide instantaneous, automated location information in order to increase the speed of service to the customer, which both saves time and makes money.
Implementing a Bluetooth-enabled asset tracking system is a turnkey process that allows for immediate asset location. The actionable data generated from asset tracking improves how dealerships do business by eliminating staff frustration, creating higher CSI scores, reducing unapplied staff time, and increasing billable hours.
The end result is increased profits and maximized revenue potential through improved business practices. Time is money. In the highly competitive dealership industry where profit margins on vehicle sales are shrinking, real-time asset tracking is critical to sustainability and success.
Colin McElhatton is CEO of Mobile Dealer Data, and the co-creator of We Find Keys & Cars™, a real-time, Bluetooth-enabled asset tracking system that automatically generates actionable data to improve business processes. The automated analytics of the data facilitate process improvement in sales, service, reconditioning, detailing, and any other function within a dealership.
Latest posts by Colin McElhatton
- Don’t Keep Them Waiting: Make the Switch to Automated Asset Tracking - August 26, 2016