Winning the Online Shopper with New Car Incenves · Google’s Key Automove Micro Moments...

WinningtheOnlineShopperwithNewCarIncen5ves

VincentDuoto,Na.onalAccountsExecu.ve

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WinningtheOnlineShopperwithNewCarIncen5ves

Na.onalAccountExecu.vevince.duoto@drivedominion.com

(713)471-8657

Today’sAgenda

•  Incen.vesIntheMarket

• Google’sAutomo.veMicro-Moments

•  StepstoIncen.vizingInventory

•  Incen.veTools

• Q&A

Incen.vesOnTheRise

2016inreviewAverageincen5vespending•  $3,766perunit•  Up22.6%over2015Full-yearincen5vespending•  $3,348perunit•  up14.5%versus2015

MarketTrends

AccordingtoStevenSzakaly,chiefeconomistatNADA,"New-carshopperscanexpectayearwithslightlyhigherinterestratesonautoloans,butthoseincreaseswilllikelybeoffsetby

risingautomakerincen5ves.”

InFebruary2017,incen.vesreachedjustover10%oftheMSRP.

Thehighestsince2009.

Incen.vesBuildTrust

●  Shoppersvalueaperceiveddeal.●  Shoppersvaluetrust.

Incen.vesBuildTrust

Google’sKeyAutomo5veMicroMomentsWheredoincen.vesfitin?

Google’sKeyAutomo.veMicroMoments

Micro-Moment#1–WhichCarisBestforMe?

Consumersoienturntodigitalavenuestobegintheirautoresearch.69%ofpeoplewhouseYouTubewhilebuyingacarareinfluencedbyit.*

Areyoucrea.ngvideosforyourinventory?

IsyourinventoryonYouTube?

*Source: Think With Google Study, 2016

Google’sKeyAutomo.veMicroMoments

Micro-Moment#2–IsItRightforMe?

Duringthecarbuyingjourney,shopperswillask:willthisfitmyneedsandlifestyle?Timespentwatchingautovideosincreasednearly2XYoY.Searchinterestforcartrunkspaceandtowingcapacityincreasedby15%and30%respec.vely,YoY.*

*Source: Think With Google Study, 2016

Google’sKeyAutomo.veMicroMoments

Micro-Moment#3–CanIAffordIt? SearchinterestforcarMSRPandlistpricesisatitshighestlevelEVER,growing25%YoY,driveninlargepartbymobile,which

accountsfor70%ofthesesearches.*

*Source: Think With Google Study, 2016

PollQues.on

A. 25%B. 50%C. 75%D. AllofthemE. None/NotSure

Howmanyofyourvehiclesshowonlineincen5vesand/orrebateop5onstotheshopper?

Google’sKeyAutomo.veMicroMoments

Micro-Moment#4–WhereShouldIBuy?

Althoughmuchofthecarpurchasejourneyhasmovedonline,consumerss.llneedtofindadealership.Searchinterestfor“cardealershipsnearme”doubledYoY.*1in3carshopperswhousetheirmobiledevicesaspartofthecarpurchaseprocess,locateorcalladealerontheirmobiledevice.

*Source: Think With Google Study, 2016

Google’sKeyAutomo.veMicroMoments

Micro-Moment#5–AmIGeWngaDeal?

Today,halfofallcarshopperswithmobiledevicesusetheirsmartphoneswhileatthedealership.Thetopac.onpeopleperformwiththeirphonewhileonthedealershiplotisconfirmingtheyaregerngagoodpriceonavehicle.*

*Source: Think With Google Study, 2016

40%ofGoogleMicro-MomentsBelongtoPricing!

Source: Google

SimpleStepstoIncen5vizeYourInventory

K.U.B.E.S.KnowYourInventory

Whatvehiclesdoyouhaveinstock?Whichspecificvehiclesinstockareslowmovers?Whichspecificvehiclesarecos.ngyoumoney?Isyourinventorypricedcorrectly?

K.U.B.E.S.UnderstandYourMarket

Doyoucompletelyunderstandyourmarketandthesurroundingareas?Whoisyourcompe..on?Howareyougoingtogainmarketshare?Howareyougoingtomakethatextrasaleyoudidn’tgetlastmonth?Isyourinventorypricedcorrectly?

K.U.B.E.S.BeTransparent

Don’tconfusetheshopper.-  Consumersareshopping3rdpartysitestoverifyyourpricingBecertainyourwebsiteand3rdpartysitesreflectthesameonlinepricing.BeclearinyourpricingBuildtrust.-  Peoplebuyfromthosetheylikeandtrust.

K.U.B.E.S.BeTransparent

Asashopper,thiscanbeveryconfusing

PollQues.on

A.  ShowingMSRPOnlineB.  OfferingIncen.vePricingOnlineC.  UsingIncen.vePricingToolD. AllofTheAboveE.  NotSure

Whatareyoucurrentlydoingatyourdealershiptoensurepricetransparency?

K.U.B.E.S.EngageYourBuyer

Engagetheconsumersexis.ngknowledgeConsumersaresearching3rdpartysiteslikeEdmundsandKBBtoverifyincen.ves

Source: 2016 KBB Study

K.U.B.E.S.SimplifyYourPricingStrategy

PricingandIncen.vesToolsCreatePricingRulesAccessto95%+ofavailableincen.ves

K.U.B.E.S.

KnowyourinventoryUnderstandyourmarketBetransparentEngageyourbuyerwithknowledgeSimplifyyourpricingstrategy

AQuickPeekIntoanIncen5vesPricingTool

NewCarIncen.vesTools

MarketPricing

LiveUpdates

DetermineProfit

ViewAllAvailableIncen5ves

SetRules

NewCarIncen.vesTools

SimpleRuleCrea5on!

●  DetermineStart/EndDates

●  QuicklyViewAllApplicableVehicles

NewCarIncen.vesTools

Eliminatepricingguesswork,andstartpricingforprofitability!

Instant Views Simple “Select and

Apply” Automatic Updates from Data Partners

Ensure Consistency Alerts for New R & I

Know Competition New Market Listings

Win the Sale

FinalPoints…“71%ofcarbuyerssaylookingatpricingistheir#1ac9vitywhenresearchingonline.”-KBBStudy

Summary

40%ofGoogle’sKeyMicro-Momentsrelate

topricingK.U.B.E.S.

Incen5vesTools=AddedProfitability

Wintheonlineshopperbybuildingtrustandengagementwithincen5ves!

THANKYOU

QUESTIONS?

Sources

hvps://www.thinkwithgoogle.com/infographics/key-auto-micro-moments-mobile-trends.htmlhvp://www.jdpower.com/press-releases/jd-power-and-lmc-automo.ve-forecast-february-2017NADAIncen.veData

www.fb.com/dominiondealersolutions www.twitter.com/dominiondealer

VincentDuotoNa.onalAccountExecu.vevince.duoto@drivedominion.com(713)471-8657