Websites are used as effective tools for marketing and branding your dealership and its services. They have also been a means of shopping. However, the number of mobile users are rapidly increasing and this means more people are accessing the Internet through their mobile devices. Having an App will serve as a promotional tool for your dealership, and this enhances branding. People take for granted what they see every day, but subconsciously it influences them greatly, so having the dealership’s app on the home screen of your customer’s smart phone (something they use all day, every day) will reap benefits. In addition to having the same capabilities (inventory, services, shopping, etc.) a website has, an App has many features a website doesn’t have. They can be useful to the brand’s target consumer market. You can also maximize consumer engagement, giving you the ability to reach out to consumers as oppose to waiting for them to come to you. An App can send out push notifications, which can include service reminders, coupons, and promotions. Continuously sending out interesting and valuable messages encourages users to keep coming back, which is big on building brand loyalty.  These messages can be targeted, customized, managed, automated and tailored to your database of customers. 

Dealership Success Stories

However, the app alone won’t build brand loyalty—dealerships have to apply it effectively by implementing it through their marketing plans. As a part of their branding strategy, Schomp BMW has done just that.  They implemented mobile into their aggressive marketing plan, and it brought them nothing but success. They understand that an app alone doesn’t do the job and that you have to apply the app effectively into these strategies. After the launch of their app, Schomp BMW executed a number of effective tactics to promote and market the app. They utilized Point of Sale material, email blasts, digital visibility and staff implementation. Having their staff be experts of the app has been their strongest strategy.  They get as many people as possible to download their app and they utilize the messaging system to reach customers. This has been particularly effective in the delivery process, sale interactions as well as during the service process. 

Schomp BMW app’s analytic reports have revealed that their mobile marketing strategies have been a success. Their report shows that their app has close to 15,000 total sessions. The app receives an open rate of over 461 a month on average, and that number is continuously increasing. Schomp BMW’s reports show that 90 percent of users return to the app within 30 days after downloading it. Even when their customers are at home, Schomp BMW is building their brand loyalty.

Tier10, marketing company for Paragon Honda (#1 volume Honda dealer) is heavily vested in the promotion of their branded App. They create and send out monthly notifications of specials, announcements, promotions and more, to the thousands of customers that opted to accept notifications on their smartphone. These notifications have a much greater open rate then similar campaigns or messages sent via email. 

Over 60% of Lexus of Englewood’s, (#1 North East Lexus volume dealer) smartphone customers view the weekly sales and service specials/coupons posted in their branded app.  Sokal Media Group simply creates the media and the messages get sent out weekly.

Millennium Honda uses radio commercials, postcards, banners and business cards to promote their branded app. 

Times are indeed changing.  Instead of promoting their website, EastCoast Automall uses a billboard that says ‘Download our Mobile App’. 

Conclusion

Take advantage of the power that mobile apps hold. An app can act as a daily reminder to your customers of the value your dealership has to offer. Your customers will get reminded of your dealership’s name, style, reputation, and hard work. If you want to build brand loyalty, increase your customer retention, enhance your marketing strategy, and essentially be ahead of your competitors, a Mobile App is your ticket there.