David Boice, CEO of marketing firm Team Velocity, says dealers are failing to tap a potentially rich source of business — and it’s right at their fingertips.
“A dealership is sitting on a gold mine of data,” Boice says. Speaking last month at a Shift conference in Las Vegas, he said customers already in the database don’t want to be treated like new leads when they visit dealerships’ websites. Instead, he says, they should be able to log in, just as they do on Amazon.
In an interview with reporter Sarah Kominek, Boice said dealerships’ returning customers should have online experiences that are relevant to their personal details and the cars they’re driving. Here are edited excerpts.
Q: Why do you think dealerships should use customers’ data to serve them online?
A: There are probably at least 50 very relevant pieces of data on you and your car that the dealership you do business with already knows. Every other company you do business with, you have a relationship with them…
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