F&I and Showroom

NADA 2014

F&I and Showroom, the industry's leading source for F&I, sales and technology

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Industry Spotlight vestment he's making into his online buying process requires no additional cost or labor. Plus, his dealership was already employing a no-haggle pricing guarantee, one of the promises Shop-Click-Drive makes to shoppers. "We didn't come into it with expectations that there would be a massive response. We see it as a gradual process," Marsh says. "It may not be a dominant factor today, but it is only going to increase. And at some point, it's going to increase dramatically. We don't know when that is, but we want to be ready for it." About two and a half hours south of Marsh's store is Graff Chevrolet in Bay City, Mich., where Lisa Rech- Optimal results... MINIMAL TIME Intensive two-day onsite certifcation seminars now available! ...certifcation exam administered the second day. CALL AFIP FOR DETAILS* AND PRICING 817.428.2434 *self-study period precedes seminar AFIP Certifcation...the dealer's frst line of defense 28 F&I and Showroom NADA 2014 steiner, general manager, is also realizing modest results. In her store's frst year as a pilot dealer, Graff Chevrolet sold four vehicles online — from start to fnish. In total, ShopClick-Drive has directed about 11 leads to Graff Chevrolet's showroom. "We view it as another tool to bring guests to our website, and ultimately into the showroom," she says. Rechsteiner says that when her Chevrolet store sold its four vehicles through Shop-Click-Drive, the shoppers did still largely interact with the dealership. For instance, her store's salespeople delivered test drives at the customers' homes. And in cases where a salesperson was not available, she sent a product specialist to conduct the test drive. That process may seem like a threat to the salesperson's role, but that's not how Rechsteiner sees it. "It will be several years, if ever, that there will not be a need for that human element when buying a bigticket item, so our team has no fear of being pushed out," she says. Losing Them Early results also reveal a few bumps in the road for the future of online retailing. Marsh, for instance, says a major deal-breaker for car shoppers using Shop-Click-Drive is when they're prompted to complete the online credit application. "That's when almost every customer is leaving the process," he says, noting that his area is home to a large population of Baby Boomers. "Those customers are not as Internet savvy and are not as interested in necessarily completing a 100% online transaction," he adds. "I believe that's the big reason we're not seeing results in this early stage of the game." But there is evidence that consumers are becoming more comfortable with the idea of applying for fnancing online. According to a study conducted by AutoUSA Internet Sales Solutions, a subsidiary of AutoNation, 52% of dealer respondents ranked credit apps as the No. 1 leadconversion tool on their website,

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