John Roth, Internet Director of Roseville Toyota, discussed the use of a dealer app to keep customers coming back to the dealership. “Things are changing,” stated Roth. “Through AutoMotionTV we designed a very good app, a sticky app designed to bring the customer back.”
Dealerships who have implemented the AutoMotionTV Dealer App are able to retain cross-shoppers. Customers tend to use a search engine rather than revisit a dealership's mobile website after their first visit. A mobile app is a constant reminder of vehicle service needs by default as it is located on the customer's home screen on their smartphone. Dealership inventory, specials, contact information, etc. are at the customer's fingertips.
Selling a car isn't the app's only purpose. "You don't want to put an app out there just to buy a car," John Roth explained. "You want to sell a car, but you want people to come back to you when they need oil changes, and you have to be able to do that so they remember you."
Roseville Toyota also uses their dealership app on the sales floor. "It's really neat to see the customer's reaction when a sales person it talking about vehicle stability control and being able to show them in a video on the iPad. When we flip it around they can see how it actually works rather than trying to describe it. People relate to the iPad because they sit at home and play with them."
