Rethinking Digital Retailing Sales Processes

Since we announced our Connected Retailing Platform, my team has been developing new applications of our technology in partnership with automotive Customer Data Platforms (CDP) who also have identity resolution capabilities. Our initial CDP integrations with Orbee and Client Command are just two stories that we will be talking about at the upcoming fall conferences, with more CDP integrations planned for Q4 2023 and Q1 2024.

Today, I wanted to share with you my thoughts on enhancing the online sales process when consumers engage with a digital retailing tool.

Many of the DR tools today have lead-form gates which require contact information to be provided before allowing consumers to calculate their vehicle payments. Our seamless digital retailing platform can be configured with a lead gate or fully open for consumers to explore the affordability of vehicles.

While few consumers complete an entire digital retailing workflow, the work they complete is valuable for follow-up marketing and a modern sales process. Since DEP supports the Automotive Standards Council (ASC) events for all our software tools, we know where each shopper drops off in the digital retailing workflow. The same is true when dealers use our CRP with other digital retailing tools that support the ASC specification, like Roadster, CarNow, Gubagoo, or WebBuy.

We can use GA4 data to determine if a consumer configured a vehicle and did not submit a trade. We can ask: Did they pick a vehicle and added a trade but didn't select a bank? Did they stop at the F&I products menu?

The combination of standardized GA4 events and identity resolution tools can revolutionize abandoned shopping cart marketing and follow-up!

Since every major DR tool will be supporting ASC events, our Connected Retail Platform can match online IDs with the detailed actions which consumers take inside a DR tool, because every step is tracked in GA4.

When the consumer abandons the DR "shopping cart" we can place each consumer into a workflow based on what they completed and move them into specific follow-up audiences in the CDP. The CDP messaging can be contextually relevant based on their actual shopping behaviors and not just a general retargeting banner, which is common today.

These CDP audiences can trigger a phone call from the BDC, an email, or even a direct mail outreach.

For years we have been noticing that many consumer start a DR process but few complete all the steps. With our CRP and partnerships with CDPs, we can now reengage consumers based on where they dropped off. We can also better evaluate if dealers should eliminate lead-gates on DR tools.

This is just another example of how we are focused to help dealers better manage and activate their first-party data. If you would like to elevate your online retail experience with identity resolution and advanced data-driven marketing, give our team a call.

Look out for more announcements as we integrate our platform with popular automotive CDPs to give dealers a competitive edge in their local markets.

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