90% of car buyers research their next purchase online. Dealerships have woken up to this fact and are rapidly moving ad spend from their traditional offline venues to the digital world. Understandably they want to know what return they're getting on their investment.
90% of car buyers research their next purchase online. Dealerships have woken up to this fact and are rapidly moving ad spend from their traditional offline venues to the digital world. Understandably they want to know what return they’re getting on their investment.
Like most bricks and mortar industries, the automotive sector is not very sophisticated at measuring online ROI. And frankly, it’s not that easy for a bricks and mortar to measure this return.
As our own James Tew puts it: “There is a ‘missing link’ between the traffic-driving activities of online media and the face-to-face interaction in the showroom, where dealerships have very sophisticated information capture and CRM processes in place to measure their success at attracting and converting leads. How do you connect the two?”
This is the opportunity for CANDDi. We can tell dealerships more about a lead and allow them to score that lead before they arrive in the showroom. We can connect every stage in the buying cycle from first online touch to the buyer collecting the keys and handing over the cheque. And we can tell dealerships more about what brought that lead to the door - not just the last click but every calculator tool, car search function and message that had an impact on the customer.
There are challenges in this market like any other - in this case interacting with the embedded software base within dealer groups. But at this stage in our development we have the man-power and the brain-power available to overcome these problems. And we have seen from the reaction of prospective customers: there is definitely the demand for us to tackle this challenge.
So in our bid to ‘cross the chasm’, we are choosing to ‘land and expand’ starting with the automotive sector.
If you would be interested in seeing a demonstration of CANDDi Motors, please get in touch.