How will your dealership’s iPhone app measure mobile success?
With mobile traffic on a rapid rise, more and more dealers are evaluating their mobile marketing strategies. While mobile apps are not new, dealers are just starting to consider whether apps play a beneficial role in capturing mobile visitors. Before serious consideration for an app can be made, a dealer needs to identify a purpose for an iPhone app. Will my dealer app simply provide information? Does it exist as a brand enhancer? Is its purpose to motivate a visit? Is it a lead generator? Does it drive web traffic? Does it function as a post-sale tool? Is it a source of entertainment?
In my quest to answer the above I took a look at how companies large and small are using apps.
The Branding App:
Many larger companies use apps to brand. In many ways the apps are distinctly disconnected from the product. Oakley’s app “Surf Report” doesn’t mention sunglasses anywhere, rather providing surf swell direction, height, and tide information.[1] You won’t find blue jeans in Levi’s Fort Fader app, only music schedules, news, and more.[2]
The Information App:
There are a host of information-based apps out there. The House of H-D app, a Harley Davison dealer, provides a picture of the dealership, hours, and directions.[3] Not much more. Blow Salon & Spa, an Aveda concept salon in Laguna Beach, provides an app with hours, directions, and the ability to book an appointment.[4]
The Lead Generator App:
The Nationwide app prompts users to create a profile within the app. This profile aids in filling out forms throughout the rest of the app.[5] Many other well-designed apps bring lead generation into play by enticing users to sign up for a newsletter, schedule an appointment, or submit an inquiry.
The Digital Brochure App:
The Honda CR-Z app is an excellent example of a digital brochure.[6] The app allows the user to interact with the vehicle, telling a story during the entire process. Weber Chevrolet’s app features images, video, and 360 spins of each vehicle – making full use of the iPhone’s touch functionality.[7]
The Shopping App:
UGG Australia is a shop centric app.[8] Upon launch the app invites the user to start browsing currently available products, sizes, and colors. The app features a “my cart” function, allowing users with an UGG account to make purchases within the app.
The Entertaining App:
The Timberland Expeditions app puts a unique spin on the app experience by combining a fully featured game with a complete product showcase.[9] The Yamaha app allows the user to grip and rotate the iPhone like the throttle on a motorcycle.[10]
The Post-sale App:
What about after the sale? How can an app spur additional sales? Jeep has done an excellent job creating an interactive owner’s manual.[11] Everything from a warning lights reference to towing assistance is available through the app. The result for Jeep is increased app retention.
How do apps fit the dealer?
Which app type above applies to my franchised dealership? The automotive industry is as unique as any other and I believe we’ll have a better idea in the next 9 months. As we speak hundreds of dealers have released different types of apps to the iTunes store. Some fit a single app category; others are a combination of those listed above.
As I see it, an app should be an accessory to a well-rounded mobile marketing mix. Companies successfully implementing apps seem to follow a basic set of rules:
1.When your customer types your website URL on their mobile device, give them the option to download your app. They won’t search the app store.
2. Provide a unique user experience. This is why they downloaded the app in the first place!
3. Have a call to action. Give your user a way to make the next move.
How are you implementing an app with your dealership? Do you see apps having a place in the dealer market? I’ll be following this closely in the next few months.
About the Author
Ben Anderson is the President of AutoMotionTV, a Minneapolis based marketing company specialized in automotive video. You can reach Ben @ 612-353-4125.
[1] http://itunes.apple.com/us/app/surf-report/id295405621?mt=8
[2] http://itunes.apple.com/us/app/levis-fader-fort/id359332458?mt=8
[3] http://itunes.apple.com/us/app/house-of-harley-davidson/id356683180?mt=8
[4] http://itunes.apple.com/gt/app/blow-salon-spa/id335043672?mt=8
[5] http://itunes.apple.com/us/app/nationwide-mobile/id311627534?mt=8
[6] http://itunes.apple.com/us/app/the-honda-cr-z-experience/id388789191?mt=8
[7] http://itunes.apple.com/us/app/weber-chevrolet/id378486441?mt=8
[8] http://itunes.apple.com/us/app/ugg-australia-mobile-shopping/id381125931?mt=8
[9] http://itunes.apple.com/us/app/timberland-expeditions/id329506682?mt=8
[10] http://itunes.apple.com/us/app/ride-yamaha/id337268487?mt=8
[11] http://itunes.apple.com/us/app/timberland-expeditions/id329506682?mt=8
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