Competition: We Help Convert Here
Cross Shopping
Cross-shopping, or using a smartphone to check competitive pricing and offers while at a dealership, has been a hot topic in the auto industry for years. In the last few, studies have been conducted to shed light on this issue. In a study conducted last year, Cars.com found that 81% of car shoppers reported using smartphones to do research when buying a car while 63% used their smartphone on a lot. They also found that mobile shoppers were 72% more likely to visit an additional dealership within 24 hours. These statistics have caused many dealers to take a good look at their in-store practices to see if anything can be done to combat cross-shopping.
Location Targeting
Location Targeting is a tool that combines GPS data, wifi triangulation, and low-energy bluetooth to send a customizable message to app users that visit specific locations for a predetermined amount of time. These timely and relevant messages lead into an app experience if the recipient would like to learn more or capitalize on the information or deal offered. Retailers across multiple industries have adopted this and similar technologies like geo-fencing, which only uses GPS or radio frequency to pinpoint locations, to provide real-time incentives and information to shoppers at specified locations. Verizon Wireless, Uber, Walmart, Starbucks, and Group 1 Automotive are just a few among many businesses using these technologies. The most common locations for this kind of messaging are at the retailer, its primary competitors, and local events. By offering the ability to reach app users who are actively shopping with messaging at specific locations with more accuracy than geofencing, Location Targeting is proving to be a option for auto dealers in competitive marketplaces.
Visitor Attribution
Location Targeting is currently being used by retailers and auto dealers like Group 1 Automotive to provide real-time incentives and information to shoppers at specified locations, but is starting to be used in another manner, to prove visitor attribution. By placing hotspots on designated competitors and tracking Location Targeting messages sent, businesses can prove shoppers are reaching competitive locations.
