Technology in the Hands of the Customer

Utilization of tablet-based technologies has taken off in virtually every industry. There are many valid reasons why executives, sales people, retail stores, and yes, even car dealers, are flocking to tablet-based devices and technology.

With so much of the population having tablets in their households or at their workplace, they have become a familiar device that customers are comfortable with using. They are rapidly becoming a part of everyday life — for not only dealerships but the consumers they sell to.

Laptops, kiosks and other devices that could assist with sales lose spontaneity having to boot up, and once they are ready, they have limited applications. They are also much less dynamic. Tablets allow instant access to customers who have fresh feedback and are happy to provide it to a familiar device where they can be honest and forthcoming – while still at the dealership.

SmartPad, a tablet-based application available through Innovated Aftermarket Systems (IAS), helps create sales opportunities by gathering information in real-time while the customer is waiting to enter the F&I office.

Before handing the tablet over to the customer, the sales representative has the ability to tailor a survey to include specific information on a vehicle about to be purchased. As questions are being answered by the customer, a text message or email can be sent immediately to upper management for review. For example, if a customer is asked if they were treated professionally and answer “no,” management would receive this information and be able to work on correcting the problem before the customer leaves the dealership.

Lindsay Ferrell of Byers Automotive states, “As a dealer, it’s a huge bonus to be able to go into my F&I presentation dealing with happy customers and ones that I already know something about so I can tailor my presentation and, in the end, increase F&I penetration.”

At the core, applications such as SmartPad can be used to provide the simple CSI survey style of old, but also have the capabilities of presenting and gathering information in an engaging way that has never before been done in F&I. Tablets go beyond the typical survey and interview by using dynamic video or multimedia presentations to engage the customer in additional sales opportunities once they are turned over to F&I.

With the cost effectiveness of tablet devices, several available at $350 or less, and the growing number of providers developing software specifically for the car dealer, it’s easy see why this form of marketing/data gathering is being rapidly adopted by car dealers.

Well-designed applications and software like SmartPad impact not only the sales process, but transition all the way through the dealership from F&I to the service department providing real time customer data. Tablet-based programs designed to include modules designed specifically for service are primed for a big impact. The presentation frees up busy service directors while ensuring the consumer is informed of the benefits of, for example, loyalty programs without the addition of a sales pitch.

Future trends also include using these application-type programs for selling F&I to Internet-only purchasers. With online auto sales continuing to climb, dealerships have struggled to find a way to sell aftermarket to the true Internet customer. Most buyers take delivery at the dealership, but more and more buyers are purchasing vehicles never having set foot in the store. It used to be enough to “get the sale” via the Internet. But in today’s environment, the reality is, dealers need every incremental dollar they can generate.

Additionally, while several providers are rolling out applications to work with tablets, various delivery mechanisms that would transform these applications into an even more powerful sales tool are in the making. These include using the applications on not only tablets, but also computers, and email for upselling and Internet customers. Additionally, this flexibility allows the application to be used throughout the sales process and beyond in various scenarios including before F&I, after F&I, before service, and after service.

Tablet applications have opened up a new frontier of technology for many dealerships and could potentially reach a segment of consumers which are currently not even being sold to, like the growing number of Internet-only purchasers. It’s an exciting time see what is on the horizon for dealerships as they blaze their own trails in tablet-based application technology.