Letting Customers Win

I know we talk a lot in this space about being customer centric and how that paradigm shift can result in great sales.  It’s always nice when I can find evidence to back up that assertion, and I have some for you today.  Adweek ran the following as part of their eye-opening digital marketing stats a few days back:

English: Nissan car dealership

(Photo credit: Wikipedia)

Port City Nissan, Portsmouth, N.H., recently ran a campaign in which it claimed a 49 percent closing rate on the automotive leads it generated online using Dealertrack‘s system. The key to such success is pretty simple, Dealertrack told Adweek: Create as much digital transparency as possible when it comes to every car and give consumers a ton of control over the shopping experience.

I don’t care what you’re selling, online or off:  a 49% conversion rate is off the charts.  You can see the difference as soon as you bring up their website.  There are three very clear paths put in front of you – I know what I want (you search by make, model, and year), I know my budget (search by price), and I just want to browse (which is subdivided into price ranges).  But as it turns out, it’s not the website per se.  My local Nissan dealer is using the same template.  The key seems to be the Dealertrack system, which is basically an integrator of all of the dealerships activities.  They start with marketing and include CRM, inventory management, and all related functions.  They key is the system’s emphasis on this statement:

Customer transactions have always been the lifeblood of your business, and in today’s more transparent retailing landscape, they’re where reputations and long-lasting relationships begin.

Exactly.  They are trying to build increased customer trust, an area in which car dealerships have historically not been leaders.  Tying all the systems together to maintain that focus has been a critical component in delivering great results. Creating transparency and control for the consumer is key. The statement above is true no matter what your business, along with the willingness to make the consumer your partner.  After all, they’re paying the bills, so when they win, so do you, right?

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Filed under Consulting, digital media

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