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Niko Nelisson from Tap Crowd presents how Kia turned website visitors into showroom visitors with a mobile app at IgnitionOne's European Automotive Summit, June 2014
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Mobile marketing for automotiveLead generation and engagement through a mobile app
2
Loyalty
Test drives
VisitsRevenue
CRM Leads
Increase test drive demand
Add valuable CRM data and increase showroom visits
Convert web traffic into showroom visits
Establish long term brand engagement and loyalty
More revenue and margin to your dealership network
WHAT WE DO FOR AUTOMOTIVE
3
Challenge #1
Deals are closed in the showroom,not on your website.
How do you turn website visitors into showroom visitors and generate more test drives?
?
?
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Challenge #2
Prospects may visit your showroom without talking to a sales person.
How do you reach out to these prospects after they left ?
?
?
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The Solution
An app around your brand and your dealers allows you to turn website visitors into showroom visitors and to “retarget” prospects in the physical world.
The app bridges the gap between theonline world and the physical world.
TURN WEBSITE VISITORSINTO SHOWROOM VISITORS
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Step 1
Website visitor builds ideal car with your car configurator. User can easily save his ideal car to the smartphone, by installing the app.
Target users who would otherwise leave your website without leaving contact details
“Put your future car in your pocket”
Compelling reason for user to install app: Show it to friends Keep it close with you Revisit your selected car options Use as checklist in showroom
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Step 2
User receives “push messages” on his phone, at the right place & time, to invite him into the showroom.
Behind the scenesApp gathers lots of information about user: interests, location, activity... Based on all this data, the optimal place & time is defined to reach out to user.
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Step 3
When prospect enters showroom, sales person receives a Lead Alert, including user profile of the visitor.
LEAD ALERT – in showroom
Top interest: Opel AdamName: Annie
Last website visit: 1 day agoLast showroom visit: none
RETARGET SHOWROOM VISITORS
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Step 1
Visitors scan QR codes next to cars, to compare various models. The app is automatically installed (after scanning QR code or via iBeacon). The app shows differences between selected models at a glance: e.g. trunk size, engine...
INFO SHEET
Model XPrice: 000
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Step 2
User receives “push message” on her phone or tablet, at the right place & time (e.g. at home) to invite her into the showroom for a 2nd visit.
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Step 3
When prospect revisits showroom, sales person receives Lead Alert, including user profile of the visitor.
LEAD ALERT – in showroom
Top interest: Opel AdamName: Annie
Last website visit: noneLast showroom visit: 7 days
ago
OVERVIEW ALL AVAILABLE APP FEATURES
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App features to support the entire customer life cycle
Purchase
Store“My ideal car”
Comparemodels
AT H
OM
E&
ON
TH
E R
OA
DIN
SH
OM
RO
OM
Catalog DashboardLights manual
Make serviceappointment
Annie, you’re welcome
for a test drive of model X
Calculatefinancing
NO
TIF
ICATIO
NS
Roadassistance
Maintenance Purchaseextra’s
Special offer,Only this weekend
Sports pack for free
Don’t foget winter tires, snow is
coming !
How’s the new car ?
Any questions, call us !
Discuss “My ideal car” with sales rep
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App types
BRAND APPLead
generation
LOYALTY APPLong term
engagement
DEALER APPCar owners
Different app types - different goals
Launched as 3 separate apps…
Or, offered as 1 adaptive app
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Brand modules
• Catalog with all models
• Store “My ideal car”
• Compare car models
• Book test drive
• News & Social media
• Dealer locator - click to call
• Request brochure – price quote - finance
• Vouchers (Passbook & Google Wallet integration)
• Custom game
VOUCHER
£300 off
Agila
Test Drive? Call now! and try this model today
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Dealer modules
Modules for “My dealer” section: Info, location, route, contact Opening hours Book maintenance Book test drive View maintenance history (with API) Sales team members contact info Stock models Second hand cars Latest news & social media Dashboard lights manual Road assistance form (with location detection) Flash light & “find my car” Calculate financing for new car And more...
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Loyalty
Automotive loyalty programs are going mobile – Why? Learn more from your customers
Who is most loyal How much after sales products & services
are sold Identify brand advocates / influencers
Build a long term brand experience Sell more accessories & service Save on traditional communications
CONNECT WITH TWITTER
Enter your myPeugeot card ID…
CONNECT WITH FACEBOOK
TECHNOLOGY BEHIND THE SCENES
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TapCreatorComprehensive platform to build, publish and maintain mobile apps
Create, publish & maintain native apps & HTML5 web apps
Comprehensive set of modules
Integrate existing web content
Instant app updates
Delegated administration
API for content integrations
Rich analytics
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TapTargetMobile marketing platform
Real-time user statistics
User profiling & context-sensing
Location detection Outdoor: GPS
Indoor: iBeacon, encoded light, wifi
Geo-fencing
Personalised push messages
Mobile coupons
Comprehensive rule-based campaign builder
Target the segment of one
Easy integration with any existing mobile app(TapCrowd apps & 3rd party apps)
CRM and/or IgnitionOne integration
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Build a communication plan with powerful building blocks
GEOFENCESOutdoor geofences (GPS)
Indoor geofences:iBeacons
Interactive QR codes
SCHEDULESDuring Showroom opening hours
4 hours before closing…
USER SEGMENTSBased on user profiles, e.g.:
Interest in model XFamily with SUV profile
…
USER CONTEXTAt homeDrivingAt work
…
PERSONALISED ACTIONSPush notifications
Mobile couponsPop-ups
Digital signage interaction
GEOFENCE
Dealer showroom 1User within 2km radius
GEOFENCE
Dealer showroom 2User within 2km radius
SCHEDULE
Showroom openMA-SAT 9AM-6PM
SEGMENT
Interest in model XScore “model X” > 10
USER CONTEXT
User is driving
ACTIONPush notificationInvite to showroom to view model X
SEGMENT
Interest in Model YScore “Model Y” > 10
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Insight in campaign performance
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Local marketing inside your dealer network
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Indoor location-targeting:iBeacons to push relevant offerings
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Automotive References
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Thank you !
Europe (HQ)Grauwpoort 1B-9000 [email protected]+32 9 298 01 92
BrazilAv. Eng. Luis Carlos Berrini
1500Brooklin Novo, São Paulo, [email protected]+55 11 3588 0400
Turkeyİnşirah Sk 25,
Beşiktaş, 34342 Bebek [email protected]
