"Transparency is vital to our sales process and SHOWCASE is the technology that delivers that transparency."
Beau Smith, Dealer Principal at Sill-TerHar Motors
Mobile technology has shaped and altered how business of all kinds is conducted, primarily, how we sell new car inventory. Many industries today are adopting tablet technology in their day-to-day business to not only improve the customer purchase experience but also save time and increase sales. The automotive market is a perfect example of that, and the SHOWCASE application is a leader in this space.
SHOWCASE is an iPad application that allows dealership employees instant access to numerous sales resources:
- Enables access to VIN-specific equipment, window labels, brochures, Smart Vincent offers, full 360-degree exterior and interior views and much more (New, Used, CPO & Commercial inventory)
- Delivers rich video content on vehicle features and technologies without the need for a Wi-Fi connection
- Provides easy customer follow-up by allowing the sales associate to save and share vehicle preferences with the dealership’s CRM/Lead Management Tool
- Offers valuable decision making data to your customers with a customizable side-by-side comparison to all competitive vehicles
- Integrates resources to pull up a customized delivery checklist via New Vehicle Orientation website and review in the vehicle on the iPad with the customer
- Allows users to have “anytime, anywhere” access to roughly 95% of the feature content downloaded on the application
- Provides robust Black Label content and videos for enrolled Lincoln Black Label dealerships
Sales satisfaction among new-vehicle buyers is 52 points higher when their salesperson uses a tablet device than when their salesperson does not use a tablet during the sales process (844 vs. 792, respectively, on a 1,000-point scale), according to the J.D. Power 2013 U.S. Sales Satisfaction Index (SSI) Study℠ released November 2013.
"The study finds that tablets are proving to be versatile and effective tools that may help maintain consistency in the sales process, while providing easily accessible and dynamic product information," said Chris Sutton, senior director of the automotive retail practice at J.D. Power. "Although tablet usage has increased from a year ago, dealers are still missing an opportunity to improve their sales experience by providing shoppers with sales information on a single platform that allows them to easily browse options and features with immediate commentary from their salesperson."
Technology Drives Sales
According to Google “Auto’s New Normal” 2013, today’s consumer spends 75% of their time shopping online. Through that research, customers visit your showroom looking for a personal buying experience and they want the sales associate to have the tools to show them more than what they already know. And that’s where SHOWCASE comes in – helping sales associates engage with customers giving them the face-to-face experience they desire with the technology to help them break down barriers to the sale.
Bringing Solutions to Ford and Lincoln Dealers
In January 2014, Ford Motor Company and FordDirect launched a five month SHOWCASE Training Pilot to provide technology to drive more vehicle sales and increase the dealerships profitability. The pilot would determine that the SHOWCASE application is a class-leader in the digital space.
As a group, the pilot participants (averaged by dealership) performed BETTER than the national average by dealership in each performance category.
Usage and performance metrics from the Training Pilot show us that while not everyone will become an expert user, adequate training and coaching result in more educated and proficient SHOWCASE users.
Dealership employees want to use the SHOWCASE app, but need help getting up and running on this new technology.
Well-educated Sales Consultants deliver a superior customer experience and can lift a dealership's Vehicle Gross and Units Sold Numbers.
* This SHOWCASE data was compiled over a five-month Training Pilot with 15 Ford and Lincoln Dealerships. Each dealership was given a Management Visit, In-Dealership Training Sessions, One-on-One In-Dealership Coaching Visits, and Follow-Up Calls with trainers.