Mobile and the Point! Part 3 of 3
Posted by Dealer Specialties
by Al Hess, General Manager
How Much Do You Want?
As auto retailers watch mobile commerce evolve, car dealers will need to begin developing a plan that incorporates this new consumer engagement channel. Stats point to consumer’s preference for going direct to a dealer’s inventory in search for the ‘product they want, and are ready to buy now’. Most mobile shoppers are interested in the core functions or utility in a website, and prefer a ‘digest version’ of the traditional site. Let’s all remember these screens are small and mobility has its own unique set of needs. Mobile auto shoppers want to see photos and read about vehicle features that interest them, and they expect a fast and diverse way to ask questions – how they want, when they want. You’ve heard the coined phrase ‘location, location, location’, right? Well, in the mobile world – it’s all about location, geo-location, which means search with immediate access to requested information with multiple call-to-action options in which the retailer may communicate. Mobile is PC computing with a broadband connection in the palm of one’s own hand!
So remember, whether the statistic is one out of five or one out of four consumers shop on-the-go, the ‘mobile point’ is they are shopping for cars – and it’s on their mobile device. And the number of mobile auto shoppers will grow in relationship with the exponential growth of mobile! To see an example of how to effectively promote your inventory on a mobile device, text ‘promo2’ to 50123, and click on the link.
If you are not engaging your shoppers properly in the mobile environment today, consider your store closed and your customers/prospects are going to the competition. Welcome to the mobile party where being ‘fashionably late’ may have its cost.
What’s the opportunity cost of NOT playing in this space? And is it worth the risk?
March 08 2010 04:35 pm | Uncategorized