McGeorge Toyota Internet Director, George Peters, talks with Ben Anderson about the importance of dealer apps in the marketing mix.  “The customer’s time is very valuable,” stated Peters. “The mobile app gives them everything they need to communicate with the dealer in one place.”

“In 2009 the customer would visit an average of 2.4 dealerships before making their purchase,” stated Peters. “In 2011 that stat went to 1.2 dealerships. We now get 1.2 chances with that customer.”

Peters stated that the relationship with the customer starts far before the actual purchase of the vehicle and can extend far beyond the initial purchase. “With the mobile app, the customer can go right to it, schedule service and be done. Its a contact point long term for our customers.”