The traditional business model of new car sales and automotive services is being challenged as original equipment manufacturers raise standards, customers’ expectations in the automotive industry continually rise, and the Internet has become the new medium of information and trade. Customers are now accustomed to researching vehicle features and performance online as well as their price and availability on dealers’ sales lots.
There is a pressing need to create personalized shopping experiences that will respond to these new factors, and that will influence purchase behavior in a smart and unobtrusive way. As the following use cases will show, iBeacon technology meets all the emerging demands of the automotive market and successfully engages with prospective customers in any stage of their purchase cycle.
1. Diverting passersby’s attention to the dealership
Getting as many people into the dealership as possible is an important step of any dealership’s marketing strategy. With iBeacon technology, you can now announce your dealership’s presence within the radius of 230 feet from the dealership location and invite potential customers to enter the dealership lot. As they approach the entrance, customers can be greeted with welcome messages that address them by name and notify them about ongoing promotions.
2. Offering interactive navigation
iBeacon system can guide customers to the vehicles that interest them. Once the client selects the vehicles of interest, iBeacon system will launch an interactive map that will track the client’s real time location in the dealership and provide navigation to the desired vehicle or merchandise by means of simple turn-by-turn instructions. The dealership app can also present potentially interesting complementary products, such as car accessories, and indicate where they are located in the dealership.
3. Delivering individually tailored offers
Your app installed on visitors’ phones can sync with their Internet search history to display information complementary to customers’ recent searches online. Promotional messages can also be personalized according to information about previously purchased automotive brands.
4. Offering time-sensitive discounts
In order to stimulate immediate interest, customers can be offered discounts valid for the duration of a particular visit or a given day (the price to buy today).
5. Directing sales assistants
Customers can reach out for assistance through the dealership’s app. When that happens, beacon devices will first detect the customer’s position in the showroom or on the sales lot and then the sales assistant will use the location information to find them.
6. Providing vehicle and payment information
At times, sales assistants may struggle responding to numerous requests for assistance they receive and may not be able to relay complex technical information for all the vehicles on display. Instead, beacons can be placed inside vehicles to transmit all the information about them, from videos of vehicles in action, reviews from leading automotive blogs and complete technical specifications to information on payment options.
7. Booking services
The dealership’s app can offer prospective customers to book an appointment for a test drive in a quick and easy way. A similar booking option could be available to customers who previously purchased a vehicle in your dealership and now wish to schedule maintenance.
8. Setting up a customer loyalty program
Customer engagement can be strengthened through a customer loyalty system that awards loyalty points for visiting the showroom, booking a test drive, making a referral or completing a sale. These points can later be redeemed for discounts on servicing, affiliate offers, or discounts on accessories and merchandising. As a part of the program, sales assistants can be notified by their iBeacon console each time a customer who has shown high level of loyalty enters the dealership to make sure they receive special treatment.
9. Getting customer feedback
Useful customer feedback can be collected by allowing visitors to vote their experience in your dealership and leave a review.
10. Retargeting unconverted visitors
Prospective customers who visit a showroom but leave without talking to a sales assistant can be retargeted upon exit or next time when they pass by the dealership.
11. Identifying prospects outside the dealership’s opening hours
iBeacon technology enables targeting prospective customers even outside the showroom’s opening hours. Anyone with the dealership’s app installed on their phone is detected within the range of beacon devices and recorded in the data log. This way the dealer can identify customers that were nearby and might be interested in visiting the dealership, and can send them special deals or offers to schedule a test drive.
12. Promoting events
With iBeacon solution, you can promote special in-store events such as launch parties, sale events, holiday events and competitive store events.
13. Optimizing merchandise
The dealership beacons collect large amounts of data that can be used to optimize the merchandising experience. The data can be used to improve dealership service, enhance customer experience, optimize showroom and exhibition grounds layout, decide on vehicle placement, and define new sales strategies.