Subaru Dealerships Using HookLogic – Performance and Results

2014 was a great year for our Subaru dealer clients. Take a look at the Performance Analysis Reports we put together in partnership with IHS / POLK. Below is a quick overview summary, but then continue to read below for more specifics and to download the Mazda Performance Analysis Report Inf0-graphic. These are some AMAZING results.

Subaru Performance Summary

• 22,830 Hooklogic Incentivized Leads
• 8,686 Walk-ins
• 38% Lead-to-Show rate
• 68% (7 out of 10) Purchase Rate
• 26% Internat Closing Ratio
• 69% Loyalty / Defection Rate
• 73% Conquest Sales Rate

Purchase Analysis Report for Subaru dealerships:

22,830 Hooklogic Leads were generated and incentivized for our Subaru dealer clients during the months of  6/1/2013 – 5/31/2014

Of those incentivized leads, 8,686 walked into a Subaru dealership that utilizes HookLogic’s suite of products after engaging with either Wed2Show or Lead2Show. That makes for a 38% Lead-to-Show rate. This is more than twice the national average of 17%.

Subaru Sales Match Data

Of the 8,686 leads that were incentivized and walked into this group of Subaru dealers for a test drive, 68% (7 out of 10) purchased a vehicle.

*This group of Subaru dealers are closing HookLogic incentivized showroom ups at 68% with an overall Internet lead closing ratio of... 26%. Do you currently have a lead source that's closing at Twenty six percent? Do you have a tool that allows you to incentivize your existing 3rd Party and 1st Party leads - allowing you to close those leads at a higher ratio

Here is another quick review of the Performance Summary..

Subaru Performance Summary

• 22,830 Hooklogic Incentivized Leads
• 8,686 Walk-ins
• 38% Lead-to-Show rate
• 68% (7 out of 10) Purchase Rate
• 26% Internat Closing Ratio
• 69% Loyalty / Defection Rate
• 73% Conquest Sales Rate

Loyalty/Defection and Conquest Sales

The Loyalty/Defection rate for our Subaru dealer's is 69%. Meaning, of those customers that sent in a lead for a Subaru, bought a Subaru. Our Subaru dealers also have a 73% Conquest Sales Rate. 

*A conquest sale occurs when a consumer purchases a Subaru and did not already have a Subaru vehicle in their garage. Subaru average conquest sales rate: 36%. 

Whether it’s a lead originating from your dealer’s website, 3rd Party Lead, Online Chat lead or HookLogic Web2Show, when more in-market shoppers show up at your dealership for a test drive, you sell more cars.

If you're a Subaru dealer and looking to increase your website leads, internet closing ratio or your lead-to-show rate and overall sales opportunities, Call 855-LEAD-2-SHOW or contact us to learn more.

Mazda Dealerships Using HookLogic – Performance and Results

So far we have introduced the 2014 Performance Analysis Reports for Volkswagen, Ford, Chrysler, Toyota, and Kia. Who's next? How about Mazda? Here's a quick summary:

Mazda Performance Summary

• 9,609 Hooklogic Incentivized Leads
• 2,423 Walk-ins
• 25% Lead-to-Show rate
• 61% (7 out of 10) Purchase Rate
• 15% Internat Closing Ratio
• 64% Loyalty / Defection Rate
• 70% Conquest Sales Rate

Purchase Analysis Report for Mazda dealerships:

9,609 Hooklogic Leads were generated and incentivized for our Mazda dealer clients during the months of  6/1/2013 – 5/31/2014

Of those incentivized leads, 2,423 walked into a Mazda dealership that utilizes HookLogic’s suite of products to test drive a vehicle after engaging with either Wed2Show or Lead2Show. That makes for a 25% Lead-to-Show rate. This is more than twice the national average of 17%.

Mazda Sales Match Data

Of the 9,609 leads that were incentivized and walked into this group of Mazda dealers for a test drive, 61% (6 out of 10) purchased a vehicle.

*This group of Mazda dealers are closing HookLogic incentivized showroom ups at 61% with an overall Internet lead closing ratio of 15%.

Most dealers do a good job at measuring their lead closing ratios and closing the customer once they’re in the showroom. What dealers miss out on measuring is their Lead-to-Show.

Mazda Performance Summary

• 9,609 Hooklogic Incentivized Leads
• 2,423 Walk-ins
• 25% Lead-to-Show rate
• 61% (7 out of 10) Purchase Rate
• 15% Internat Closing Ratio
• 64% Loyalty / Defection Rate
• 70% Conquest Sales Rate

Loyalty/Defection and Conquest Sales

The Loyalty/Defection rate for our Mazda dealer's is 64%. Meaning, of those customers that sent in a lead for a Mazda, bought a Mazda. Our Mazda dealers also have a  70% Conquest Sales Rate. 

*A conquest sale occurs when a consumer purchases a Mazda product and did not already have a Mazda vehicle in their garage. Mazda average conquest sales rate: 38%. 

Whether it’s a lead originating from your dealer’s website, 3rd Party Lead, Online Chat lead or HookLogic Web2Show, the more in-market shoppers showing up at your dealership, the more opportunities and more sales you'll get.

If you're a Mazda dealer and looking to increase your website leads, internet closing ratio or your lead-to-show rate and overall sales opportunities, Call 855-LEAD-2-SHOW or contact us to learn more.

Volkswagen Dealerships Using HookLogic – Performance and Results

Volkswagen is one of our first OEM partners. We've been increasing the lead-to-show rate for a lot of VW dealers over the last few years. Let's take a look at the performance for our Volkswagen dealers in 2014.

Purchase Analysis Report for Volkswagen dealerships:

24,825 Hooklogic Leads were generated and incentivized for our Volkswagen dealer clients during the months of  6/1/2013 – 5/31/2014

Of the 24,825 incentivized vehicle leads, 7807 walked into a Volkswagen dealership that utilizes HookLogic’s suite of products to test drive a vehicle after engaging with either Wed2Show or Lead2Show. That makes for a 31% Lead-to-Show rate. This is more than twice the national average (17%) Show Rate on internet leads.

Volkswagen Sales Match Data

Of the 24,825 leads that were incentivized and walked into this group of Volkswagen dealers for a test drive, 64% (nearly 6 out of 10) purchased a vehicle.

This group of Chrysler dealers are closing HookLogic incentivized showroom ups at 64% with an overall Internet lead closing ratio of  20%.

Most dealers do a good job at measuring their lead closing ratios and closing the customer once they’re in the showroom. What dealers miss out on measuring is their Lead-to-Show rate. A very important stat.

Loyalty/Defection and Conquest Sales

The Loyalty/Defection rate for our Volkswagen dealer's is 66%. Meaning, of those customers that sent in a lead for a Volkswagen, bought a Volkswagen. Our Volkswagen dealers also have a  64% Conquest Sales Rate.

*A conquest sale occurs when a consumer purchases a Volkswagen vehicle and did not already have a Volkswagen vehicle in their garage. Volkswagen's average conquest sales rate: 41%. 

Whether it’s a lead originating from your dealer’s website, 3rd Party Lead, Online Chat lead or HookLogic Web2Show – By getting more in-market shoppers to Show Up at your Volkswagen dealership, you get more opportunities to make a sale.

If you're a Volkswagen dealer and looking to increase your website leads, internet closing ratio or your lead-to-show rate and overall sales opportunities, Call 855-LEAD-2-SHOW or contact us to learn more.

Ford Dealerships Using HookLogic – Performance and Results

Yesterday we posted our Performance and Purchase Analysis results for all our Kia dealer clients in 2014. Today we are posting the results with our Ford dealer clients. Remember, we partner with IHS / Polk to acquire and validate lead to close performance. IHS/POLK allows us to track lead attribution from lead conception all the way to the sale. Not just a sale at your dealership but a sale all-together.

Purchase Analysis Report for Ford dealerships:

32,155 Hooklogic Leads were generated and incentivized for our Ford dealer clients during the months of  6/1/2013 – 5/31/2014

Of the 32,155 incentivized vehicle leads, 9838 walked into a Ford dealership that utilizes HookLogic’s suite of products to test drive a vehicle after engaging with either Wed2Show or Lead2Show. That makes for a 31% Lead-to-Show rate. This is more than twice the national average (17%) Show Rate on internet leads.

Ford Sales Match Data

Of the 32,155 leads that were incentivized and walked into this group of Ford dealers for a test drive, 68% (nearly 7 out of 10) purchased a vehicle.

This group of Ford dealers are closing HookLogic incentivized showroom ups at 68% with an overall Internet lead closing ratio of 22%.

Most dealers do a good job at measuring their lead closing ratios and closing the customer once they’re in the showroom. What dealers miss out on measuring is their Lead-to-Show rate. A very important stat.

This year we've added 2 new sections to the Performance Infographic: Loyalty/Defection and Conquest Sales.

The Loyalty/Defection rate for our Ford dealers is 71%. Meaning, of those customers that sent in a lead for a Ford, bought a Ford. Our Ford dealers also have a  57% Conquest Sales Rate.

*A conquest sale occurs when a consumer purchases a Ford vehicle and did not already have a Ford vehicle in their garage. Ford's average conquest sales rate: 26%. 

Whether it’s a lead originating from your dealer’s website, 3rd Party Lead, Online Chat lead or HookLogic Web2Show – By getting more in-market shoppers to Show Up at your Ford dealership, you get more opportunities to make a sale.

If you're a Ford dealer and looking to increase your website leads, internet closing ratio or your lead-to-show rate and overall sales opportunities, Call 855-LEAD-2-SHOW or contact us to learn more.

KIA Dealerships Using HookLogic - Performance and Results

Last year we posted several of our OEM Performance and Purchase Analysis results in the form of info-graphics. The response was amazing, due to the eye opening data we are able to provide buy utilizing our partnership with IHS / Polk. Partnering with IHS / Polk allows us acquire and validate Lead to Close performance. In return, showing lead attribution from lead conception all the way to the sale. Not just a sale at your dealership but a *sale all-together.

The first OEM we’re going to analyze this year is KIA.

Let’s review the KIA Purchase Analysis Report from top to bottom...

Hooklogic Performance for Kia dealers in 2014

Starting from the top, you see “Leads Generated“. During the months of  6/1/2013 – 5/31/2014 HookLogic generated and incentivized 22,338 leads for our Kia dealerships.

Of the 22,338incentivized vehicle leads, 6,472 of those customers leads walked into a Kia dealership, that utilized HookLogic’s suite of products (during this time frame) to test drive a vehicle after engaging with either Wed2Show or Lead2Show.

Of the total amount of leads generated, 3 in 10 showed up at a Kia dealership for a 29% Lead to Show Rate. This is more than twice the national average (17%) Show Rate on internet leads.

KIA Sales Data

Of the 6,472 leads that were incentivized and walked into this group of Kia dealers for a test drive, 64% purchased a vehicle. 

This group of Kia dealers are closing HookLogic incentivized showroom ups at 64% with an overall lead closing ratio of 19%.

Most dealers do a good job at measuring their lead closing ratios and closing the customer once they’re in the showroom. What dealers miss out on measuring is their Lead-to-Show rate.

This year we've added 2 new sections to the Performance Infographic: Loyalty / Defection and Conquest Sales. For our Kia dealers, the Loyalty / Defection rate is 65%. Meaning, of those customers that sent in a lead for a Kia, bought a Kia. Our Kia dealers also have a STRONG 71% Conquest Sales Rate.

*A conquest sale occurs when a consumer purchases a Kia product and did not have a Kia vehicle in their garage. Kia’s average conquest sales rate: 29%. 

Whether it’s a lead originating from your dealer’s website, 3rd Party Lead, Online Chat lead or HookLogic Web2Show – By getting more in-market shoppers to Show Up at your dealership, you get more opportunities to make a sale.

If you're a Kia dealer and looking to increase your website leads, increase your lead-to-show rate and overall sales opportunities, contact us for a full demo!

Lead to Show - A Consumer to Dealer Perspective

A customer bought a vehicle, but NOT from the dealer they had intended to buy from.

Find out why...

Receiving a (dealer) customer testimonial is GREAT! Just like the one below from Justin Brun from Acton Toyota.

Justin Brun, E-Commerce Manager for Acton Toyota has been a long time user of HookLogic Autohook's suite of products. Justin was looking for a unique way to incentivize their customers to not only increase their showroom traffic but to help drive and retain customer loyalty within their Service Department. Without giving up the secret sauce, Justin has utilized HookLogic's services to help Acton Toyota accomplish exactly what they set out to do.

A testimonial like this is not only motivating but reconfirms we're doing things right while offering our dealers and partner clients great customer service.

We have proven over and over with our new HookLogic Performance Reporting that Incentivizing the right person at the right time to take action, has massive persuasion and is very effective at getting more in-market buyers into your showroom.

As great as it is to receive a testimonial like Justin's, especially from someone of his expertise, there are times when we (dealers) like to hear or read something from the side of the consumer that's being influenced to take action. It's not every day we're able to read a testimonial like this.

Well, here we go. We stumbled across this testimonial from a customer on a dealer review website (dealerrater.com).

customer testimonial dealerrater

This particular customer, after researching online, had already found a vehicle they were very interested in. From the sound of it, they had mostly made up their mind to purchase this researched vehicle. Instead of the consumer going straight to the dealership that had this researched vehicle, they stopped by another dealership first.

Why? Because during their online vehicle shopping they had visited the Rusty Eck Ford dealership website. And while searching through their online inventory, they were incentivized to visit Rusty Eck Ford for a test drive. That they did.

The result...

"Was just planning on stopping by to take a quick test drive & collect my $25 gift (had already picked out a nice CPO car we wanted to buy at another dealership). But Nick was able to show a car that had just come in on a trade-in that was perfect and almost $1,000 less than the one we had set on..."

Todays market is much different than what it was even just a few years ago. Consumers have OPTIONS! Consumers are NOT as loyal to brands and dealers as they once were.

According to Google's latest report - Digital Drives Auto Shopping, cross-shopping amongst brands and segments is standard behavior and auto-shoppers are doing more research than ever before -  with more than 20 research points on average.

24 Points of Research

Dealers spend a LOT of money trying to cover as many of those 20+ research points as possible, but often do not budget around campaigns and services that increase the actual Show Rate.

If you're already differentiating yourself and using a service to influence more shows into your dealership - then you already know how powerful it is. If you're not - you may want to consider. 

*If you're not - come take a Test Drive of the AutoHook Suite of Products and get a $25 Gift Card

Video Highlights of David Metter's Automotive ZMOT Panel at DD12

ZMOT ZMOT ZMOT. It seems to be all that we are talking about these days. If you are in e-commerce and/or automotive, it is hard to escape this new term that was introduced this past year by Shopper Sciences as part of Google's quantitative review of decision making behavior across shopping, services, and voting.

Although the term ZMOT, which stands for Zero Moment of Truth, might be new, the concept is far from new. The zero moment of truth for a shopper refers to "all the research consumers do online before making their purchase." Source: TechWyse.com.

In today's language, ZMOT pretty much occurs online during a shopper's quest to better understand product and availability. Product of course if mandated by the OEM but availability is primarily determined by the dealerships.

The automotive zero moment of truth for an auto shopper often begins with a search engine and ends either on a dealer's website or in the showroom.

By "end" I mean that the shopper comes to a conscious decision as to which product she is going to buy and from which dealer she will buy from.

From this point, FMOT enters the scene, which stands for First Moment of Truth. In a new car owner's  first moment of truth, the customer is on her honeymoon with her purchase and is more likely now to share her joy with friends as opposed to several weeks later. Thus, dealers today must consider their role not only in ZMOT but also in FMOT.

In a recent interview with Mike Esposito from Auto/Mate Systems, Mike summed it up perfectly by stating, "We used to talk about 'ups' and 'be backs'. Now you hear about ZMOT, and SEO, and digital marketing. The whole language has changed. The dealer that doesn’t come up to speed on these things is going to be left behind.”

In the video below, HookLogic President of Automotive David Metter moderates a panel on Automotive ZMOT and FMOT at DD12 with panelists Shaun Kniffin from Germain Motorcars, Andrew DiFeo from Hyundai of St. Augustine, Tom White Jr. from Suzui of Wichita, and David Kain from Kain Automotive.

The premise of the panel revolves around the debate of whether or not dealers are responsible for stimulus advertising which again is where a shopper's ZMOT will occur. As you will see, some dealers must generate their own stimulus while others do not, but the overlying business problem facing all auto dealerships is how they address ZMOT and how they address FMOT.

The original panel was pretty much an hour long. This video is all but three minutes so clearly only a very limited amount of what was discussed made it into this video. The pieces that did make tell a simple story that we hope all dealers can use to their benefit.

Take a look and feel free to respond with your thoughts by leaving a comment on this post.  You are welcome to share this post and/or video with others on your own blog or in social media. If you do please let us know where you are sharing it so that we can chime in to people's responses.

To learn more about how your dealership can take its customers from ZMOT to FMOT using HookLogic's AutoHook Suite of Products, visit our website for a free demo or to read some of the success stories that our own customers have shared.

David Metter Talking ZMOT to Showroom at March Innovative Dealer Summit

Innovative Dealer Summit Logo

The Innovative Dealer Summit has become the definitive management education forum for dealer principals and senior dealer managers and addresses the most pressing sales, profitability, technology, best practices, social media and other emerging issues in dealership operations today. It is one of the most timely and important leadership functions you can attend this year. Dealer principals/owners, general managers, senior dealership managers and directors, Internet sales managers, business development managers, F&I managers, key dealership leaders, sales leadership, advertising and marketing consultants, controllers and key decision makers alike will all benefit from attending.

The best and brightest in their fields of expertise have competed to present in Denver. All of the industry's top speakers are brought to you. Make the most of your time and learn about the newest innovations in the industry all in one place. Things you will learn include:

• Increase service and parts profit
• Reduce operational costs
• Enhance dealer brand reputation
• Improve bottom line
• Improve customer satisfaction and engagement
• Maximize customer relations management
• Gain market share

David Metter

Breakout Session

HookLogic's very own David Metter, President of Automotive, will be heading a breakout session on Wednesday at 11am MST titled, Taking the Zero Moment of Truth (ZMOT) to the Showroom Moment of Truth. In this session, Metter will demonstrate how reward incentives such as gift cards can be used to effectively qualify auto shoppers on your website and elsewhere on the web and bring them into your dealership showroom, improving that elusive lead-to-show ratio and ultimately increasing the number of incremental sales at your dealership.

Summit Details

When: Wed March 21 & Thursday March 22

Where: Colorado Convention Center (Denver)

Visit the IDS website for a complete list of all topics and presenters or to view the agenda. Registration is $395 per person and you can register directly on the Summit website.