Showrooming Becomes An Automotive Marketing Opportunity
*This article was written by Brian Pasch and was originally published on LinkedIn.
Mobile showrooming has become a part of the consumer shopping processes. Consumers can walk into any retail store and quickly compare prices and offers on their smartphone from online merchants and/or competing local stores. So, it should come as no surprise to automotive retailers that showrooming is occurring on the dealership's lot, service lanes, and showroom floor.
"If consumers check TV prices inside Best Buy for a $800 model they will be checking prices on vehicles that cost $40,000 - $50,000!" - David Metter
According to a 2014 Cars.com research report
"Mobile is a game changer, as shoppers actively seek out content on the lot. Fifty-one percent of auto shoppers used a mobile device to seek information related to price, payments and offers, while 29% checked inventory and 17% read vehicle or dealer reviews." - Mobile Device Use At The Dealership
My Interview With David Metter
I recently had the opportunity to interview David Metter, President of HookLogic, to discuss their new Mobile2Show product which enhances their current suite of solutions for the auto industry; Lead2Show, Web2Show, and TradeHook.
HookLogic has created a powerful set of tools to using mobile showrooming as anopportunity to conquest local auto dealers. Using geo-fencing technology, HookLogic can present offers directly on the mobile device of a shopper that is visiting a competing dealership. These offers are designed to encourage the consumer to leave the competing dealership and drive over to their place of business.
HookLogic's recent integration of mobile wallet technologies allows dealers to present offers and reminders to consumers when they are near the dealership as well.
Watch The Interview
Take a minute to understand the many opportunities that dealers have to enhance their mobile marketing strategy with Mobile2Show.
A Surprise Benefit of Gift Cards
As you watch the interview you will learn a very important fact regarding the HookLogic marketing strategy; their data capture quality is the highest in the industry. David stated that their company has a 99% match rate on consumer data as compared to less than 60% for normal lead forms!
With accurate data, HookLogic can show dealers if a consumer purchased a car from their dealership, a competing local franchise dealer, or a competing brand.
When consumers will out a gift card form, they provide accurate personal information to have the card delivered to their home.
Since the company has very accurate data, they have the ability to create customized and relevant offers to consumers via direct mail and email (Lead2Show), as well a dynamic offers on a dealership's website (Web2Show).
Their partnership with IHS/Polk can enhance existing leads in a dealership's CRM and third party leads which the dealer purchases. This results in very targeted offers to consumers who are in-market shopping for a vehicle.
On average, 32% of all consumer who complete a HookLogic offer will come to the dealership and 60% will purchase.
Dealers who want to increase consumer showroom visits are advised to watch the interview and then contact HookLogic to get started with a comprehensive strategy to increase showroom visits from your website, CRM, and mobile marketing opportunities.
Hear David at DMSC 2015
David Metter will be conducting a workshop at the 2015 Digital Marketing Strategies Conference (DMSC) on April 12th. His workshop is entitled "How Showrooming is Changing the Way Dealers Sell Cars." Progress automotive managers are invited to attend the conference which is being held in the Napa Valley, April 12-14th.
Brian Pasch Interviews David Metter of HookLogic [Video]
Don't miss our very own David Metter in his interview with Brian Pasch on CBT News and Auto Marketing Now – Episode 16
GM iMR Approval for Mobile2Show, Lead2Show & Web2Show
Today.. we are announcing that GM has approved Mobile2Show, our new mobile targeting and showrooming solution.
“We’re pleased that our Mobile2Show, Web2Show and Lead2Show solutions have been approved for GM’s iMR turnkey matching,” said David Metter, president of automotive for HookLogic. “It further validates what thousands of dealers already know: HookLogic drives the highest-intent buyers into their showrooms, making their job of selling a car easier. Even more, having the ability to attribute a showroom visit and a sale back through our Polk attribution reporting gives GM dealers great power.”
GM previously approved our Web2Show and Lead2Show and are extremely excited to be offering Mobile2Show solution to their dealers as well.
Buick, Cadillac, Chevrolet and GMC dealers who use our AutoHook’s Suite of Solutions currently drive a very low average cost-per-lead, cost per-showroom visit and a cost per sale. And matching funds drive those costs even lower in real terms, by, in effect, splitting the cost per lead between automaker and dealer.
What is Mobile2Show?
Web2Show is our new solution that intelligently delivers incentives to people who display in-market behavior and meet certain targeting criteria. It helps dealers to conquest customers away from a the competition and into their showroom. The new responsive design enables the display of a call to action on mobile devices or the dealer’s mobile site. Once clicked, the incentive is delivered by email or text message and the customer is promptly connected to the dealership through the e-delivery of driving directions, or via phone.
To schedule a demonstration any of the AutoHook Suite of Solutions, visit:http://www6.hooklogic.com/autodemo. And to find out more about this GM iMR turnkey program call: 855-lead-2-show (855-532-3274).
Another Automotive Website Award for Innovation
We did it again!
The Hooklogic AutoHook team once again received an Automotive Website Award for Marketing Innovation. GO TEAM!!
AWA AWARD HOOKLOGIC FINAL CHOICE
The Automotive Website Awards is an annual ceremony held by PCG Consulting that honors the best of the best for automotive dealers.
This year, the 2015 Automotive Website Awards took place just prior to the NADA. The City Club of San Francisco hosted the award show which presented 37 awards to the best website and technology products on the market for car dealers.
"AutoHook by HookLogic showed some very impressive results, generating showroom traffic with a historical 60 percent conversion rate. For that, and the many features in their marketing suite, they have been awarded with a Marketing Innovation Award. Congratulations to HookLogic for receiving this honor," said Brian Pasch, CEO of PCG Consulting, Inc.
HookLogic's AutoHook Suite of Solutions provides the ultimate attribution model in auto. It drives more in-market shoppers into a dealership by offering time-sensitive, high-value hooks.
The AutoHook Suite of Solutions includes:
Web2Show, a tool that converts traffic from the dealer's website into more showroom visitors. Prospects that visit the dealer's site are invited to choose a free incentive, redeemable by visiting their showroom.
Lead2Show, a tool that maximizes the dealers 3rd party leads using scoring via data partners, such as Polk and Dataium, to immediately identify the highest intent to buy customers.
The newly released Mobile2Show, a best in class mobile targeting and showrooming solution. Mobile2Show targets competitive dealership/brands in the mobile environment, both on the dealer's site as well as other local and regional sites, and drives prospects away from competitors and into the dealership's showroom.
"It's a real honor to receive our third AWA in as many years," said David Metter, president of automotive for HookLogic. "We continue to innovate and offer our dealers and OEM partners the most cutting-edge technology to drive more in-market shoppers into their showrooms. With the release of Mobile2Show, and further innovation in the pipeline, I look forward to what 2015 has to offer."
To schedule a demo or to learn more about any of the AutoHook Suite of Solutions, visit: http://www6.hooklogic.com/autodemo
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.
Toyota Dealerships Using HookLogic – Performance and Results
So far we have introduced the 2014 Performance Analysis Reports for Volkswagen, Ford, Chrysler and Kia. And now here we have Toyota.
Purchase Analysis Report for Toyota dealerships:
toyota 2014 hooklogic performance
51,911 Hooklogic Leads were generated and incentivized for our Toyota dealer clients during the months of 6/1/2013 – 5/31/2014
Of those incentivized leads, 16,296 walked into a Toyota 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 of 17%.
Toyota Sales Match Data
Of the 16,296leads that were incentivized and walked into this group of Toyota dealers for a test drive, 65% (7 out of 10) purchased a vehicle.
*This group of Toyota dealers are
closing HookLogic incentivized showroom ups at 65%
with an overall
Internet
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
Toyota Performance Summary
- 51,911 Hooklogic Incentivized Leads
- 16,296 Walk-ins
- 31% Lead-to-Show rate
- 65% (7 out of 10) Purchase Rate
- 20% Internat Closing Ratio
- 72% Loyalty / Defection Rate
- 57% Conquest Sales Rate
Loyalty/Defection and Conquest Sales
The Loyalty/Defection rate for our Toyota dealer's is 72%. Meaning, of those customers that sent in a lead for a Toyota, bought a Toyota. Our Toyota dealers also have a 57% Conquest Sales Rate.
*A conquest sale occurs when a consumer purchases a Toyota product and did not already have a Toyota vehicle in their garage. Toyota average conquest sales rate: 44%.
Whether it’s a lead originating from your own dealer’s website, 3rd Party listings, Online Chat or our own HookLogic Web2Show, getting more in-market shoppers to show up at your dealership vs the competition, results in more sales opportunities and of course more sales.
If you're a Toyota 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.
HookLogic Launches Mobile2Show
HookLogic Helps Auto Dealers Conquest Customers Away From Competitors New York, NY— January 21, 2015 – HookLogic, the global leader in commerce search advertising and premium provider of lead-generating incentive solutions for automotive dealers, today announced the launch of Mobile2Show, a best in class mobile targeting and showrooming solution. Mobile2Show targets competitive dealership/brands in the mobile environment, both on the dealer’s site as well as other local and regional sites, and drives prospects away from competitors and into the dealership’s showroom.
“Mobile usage has become an important part of the car buying process. Over 60 percent of customer’s visiting an auto dealer’s lot will use their smartphones to simultaneously shop the competition. And two thirds of those will leave that dealership and visit another store within a day. This is called showrooming. Now, more than ever, dealers need a mobile strategy,” said David Metter, president of automotive for HookLogic.
Mobile2Show "Showrooming" Solution from David Metter on Vimeo.
Mobile2Show helps dealers to conquest customers away from a competitor’s dealership and into their showroom. Its responsive design enables the display of a call to action on mobile devices or the dealer’s mobile site. Once clicked, the incentive is delivered by email or text message and the customer is promptly connected to the dealership through the e-delivery of driving directions, or via phone.
HookLogic’s user interface has over 19,000 franchised dealerships precisely mapped out, making it an easy process for dealers and OEMs to locate and choose specific competitive dealerships to target with Mobile2Show. When a customer at a targeted competitor searches the dealer’s or OEM’s site, a dynamic offer pushes the customer out of the competitor’s dealership and into the Mobile2Show dealership for a test drive. Once at that dealership, the customer redeems their offer via a simple 30-second process that precisely attributes the showroom visit and sale back to the mobile offer. Mobile2Show is the first true automotive showrooming solution tied to HookLogic’s award-winning attribution engine, which can directly attribute sales at the dealership, and in most states, from other dealerships as well.
Should the customer fail to visit the dealership’s website while showrooming, HookLogic’s dynamic incentives enable Mobile2Show to target customers browsing on hundreds of other mobile websites and apps powered by Verve Mobile. Each dealership and OEM can customize the targeting of customers based on geographic region and local Auto Intenders. Mobile2Show can also retarget consumers that showed interest in an earlier mobile visit, enabling dealers to reach the right customer at the right time with the right offer...
“Our dealers and OEM partners can protect their own backyard, conquest around competitor’s dealerships, and even retarget opportunities,” said Metter.
Mobile2Show is the latest addition to the AutoHook Suite of Solutions which includes: Web2Show, a tool that converts traffic from the dealer’s website into more showroom visitors. Prospects that visit the dealer’s site are invited to choose a free gift, redeemable by visiting their showroom. And Lead2Show, a tool that maximizes the dealers 3rd party leads using scoring via data partners, such as Polk and Dataium, to immediately identify the highest intent to buy customers.
To schedule a demonstration of Mobile2Show or any of the AutoHook Suite of Solutions at NADA 2015, January 23-25, or at any time, click here and fill out the quick form.
Chrysler Dealerships Using HookLogic – Performance and Results
So far we have introduced the Performance Analysis Reports for Volkswagen, Ford and Kia. Today we are publishing and reviewing Chrysler. Chrysler is another OEM that we have been working with for several years now. At any given time we have several hundred Chrylser dealers using HookLogic, either directly or through a regional OEM campaign. Let's get to the good stuff:
Purchase Analysis Report for Chrysler dealerships:
39,555 Hooklogic Leads were generated and incentivized for our Chrysler dealer clients during the months of 6/1/2013 – 5/31/2014
Of the 39,555 incentivized vehicle leads, 11,543 walked into a Chrysler dealership that utilizes HookLogic’s suite of products to test drive a vehicle after engaging with either Wed2Show or Lead2Show. That makes for a 29% Lead-to-Show rate. This is more than twice the national average (17%) Show Rate on internet leads.
Chrysler Sales Match Data
Of the 11,543 leads that were incentivized and walked into this group of Chrysler dealers for a test drive, 64% (over 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 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. A very important stat.
Chrysler Performance Summary
- 39,555 Hooklogic Incentivized Leads
- 11,543 Walkins
- 29% Lead-to-Show rate
- 64% (nearly 6 out of 10) Purchase Rate
- 19% Internat Closing Ratio
- 72% Loyalty / Defection Rate
- 63% Conquest Sales Rate
Loyalty/Defection and Conquest Sales
The Loyalty/Defection rate for our Chrysler dealer's is 72%. Meaning, of those customers that sent in a lead for a Chrysler, bought a Chrysler product (Chrysler Dodge Jeep Ram). Our Chrysler dealers also have a 63% Conquest Sales Rate. *A conquest sale occurs when a consumer purchases a Chrysler product and did not already have a Chrysler Dodge Jeep Ram vehicle in their garage. Chrysler average conquest sales rate: 44%.
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 Chrysler Dodge Jeep Ram dealership, you get more opportunities to make a sale.
If you're a Chrysler 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.
