Road-mapping financial services in the auto consumer s digital journey

Transcription

1 Road-mapping financial services in the auto consumer s digital journey How to optimize online auto finance? Paris, 28 September 2017

2 Automotive Finance 2.0 2

3 The rising of captive finance Financing the drive 3 New car financing in selected European markets Captive Non-captive Non-Financed * 27% 11% 16% 15% 19% 28% 52% 47% 49% 47% 45% 37% 37% 36% 34% Germany United Kingdom Italy Spain France DE: captive financing is the major source of finance for a new vehicle acquisition UK: more than half of total buyers use non-captive finance IT, ES, FR: similar to the UK, with for the most part non-captive finance solutions *Source: Roland Berger 2016

4 The rising of captive finance 4 Improved finances The creation of financing options in the new vehicle market creates a number of positive knock on effects for OEMs Because of the financing offer, clients decide to purchase.. a larger car model a new car earlier a new car instead of a used car an extensive configuration 19% 28% 38% 39% How long did you buy your previous car? > 6 years 4-6 years 3-4 years 23% 25% 27% 10% 30% 46% Car buyers Autobank customers <3 years 19% 20% What was the purchase price of your current vehicle? x 1000 Cash buyer Customer of an auto bank *Source: Roland Berger 2016

5 A new Model.. 5 Product to Finance Give me your model and I will finance it Finance to Product Give me your budget and I will find you a model For almost half (45 percent) of leasing and finance customers, the question of which financial service offer to choose is more important than the choice of manufacturer AKA 2016

6 Visits to Finance Content Pages Percentage of visits to finance content pages total visits EU Big % 7.5% 4.8% % % of visitors who view Finance Content pages using configurator with a finance calculator

7 Visitor KPIS 7 Average Visitor Finance Content Visitor 20% (- 44%) 6.48 mins (+ 140%) 6.4 (+ 60%)

8 Key Question is therefore 8?x How much more likely to complete an engagement interaction overall?

9 Test Drive Requests 9 4% 4% 3% 3% 2% 2% 3.5% 2.2% Visitors who access finance content are 60% more likely to request a test drive 1% 1% 0% Fin Visits % of visits to TD by finance content visitors NonFin Visits % of visits to TD vs total visits

10 In-Market Index % 4.00% 3.50% 3.00% 2.50% 2.00% 4% Visitors who access finance content more than twice as likely to be In-Market 1.50% 1.00% 1.6% 0.50% 0.00% Fin Visits % of In-Market Visits that view finance content NonFin Visits % of In-Market Visits of total Visits

11 Finance visitors are higher value visitors 11 80% More likely to complete an engagement interaction

12 12 Omnichannel Initiatives Build a seamless experience for your customers

13 Typical consumer journey

14 Add: new car services What Car? 14 Motoring Parkers Drive the Deal Broad speed AutoeBid Buya Car Car Keys CarWow Honest John Auto Trader

15 Add: car disposal services What Car? 15 Motoring Motoring Parkers Dealer Bid Tootle Drive the Deal Broad speed Evans Halshaw AutoeBid Buya Car Wizzle Car Keys WeWant Any Car Car Buying Group CarKeys CarWow WeBuy AnyCar Honest John Honest John Auto Trader Auto Trader

16 Add: used car services Car Gurus What Car? 16 Auto Trader Motoring Motoring Carsift Parkers Dealer Bid Tootle Car spring Drive the Deal AA Piston Heads Broad speed Evans Halshaw AutoeBid Buya Car Wizzle Car Keys We Want Any Car RAC Car Buying Group Vcars CarKeys Motors CarWow WeBuy AnyCar Honest John Gum Tree Honest John Auto Trader Confused Auto Trader

17 Typical buying journey very inefficient 17 Sophus3 research H1 2016

18 Often ending in frustration 18 Only 0.08% book test drive Sophus3 research H1 2016

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20 Today s customer journey includes many touchpoints, each one is an opportunity 20 Awareness Word of mouth PR Radio TV Consideration PPC Online Ads Reviews Interest Website Forum Dealership Social Decision Vouchers Phone Call Testdrive Live Chat Sophus3 edx H1 2017

21 Simplifying the consumer journey 21 Awareness Word of mouth PR Radio TV Consideration PPC Online Ads Reviews Interest Website Forum Dealership Social Decision Vouchers Phone Call Testdrive Live Chat Sophus3 edx H1 2017

22 Omni-channel experience Understanding the Customer Journey 22 GOAL = Offering a seamless experience throughout the customer lifecycle. Finance is a seamless integrated part of that.

23 23 Roadmapping Optimizing your online consumer finance journey

24 Goals of the Finance Roadmap 24 First step on the roadmap is getting your digital plaform optimized getting your house in order. 1. Optimize Flow Second step is optimizing your offer in relation to who your customer s real competition are. 2. Optimize Offer Third step is to optimize the timing of your offer converting the customer before s/he goes elsewhere because it is unlikely s/he will be back. 3. Optimize Timing

25 Creating edx Finance to help Captives optimize online financial services 25 Optimize Flow Optimize Offer Optimize Timing Understand, improve and set targets for each step of the financial & digital consumer journey. Tailor the offer that is most likely to convert by understanding what messages/offers your customer is evaluating. Flag high value finance visitors via their visitor behavior on your and other sites to target them with your best offers.

26 Optimize Flow Reduce uncertainty your performance through the purchase funnel 26 Your % site visits vs Market Average and anonymised Best-in-Class at each stage

27 KPIs measured for phase 1 27 Optimize Flow KPI Frequency Filter Audience to Finance section on OEM site % Site Visits and Visits Monthly Brand Performance vs Market Average & vs Best-in-Class Audience to Captive Bank domain Visits and % Visits vs OEM Finance Visits Monthly Brand Performance vs Market Average & vs Best-in-Class Device % Visits by Device type used Monthly Brand Performance vs Market Average Audience to Financial Offers on OEM site % Site Visits and Visits Monthly Brand Performance vs Market Average & vs Best-in-Class Audience to CB from brand vs model sections % Site Visits from OEM model pages vs from main site Monthly Brand Performance vs Market Average Audience to Configurator that also visited Finance section Audience to Configurator completion that also visited Finance section Audience to Test Drive that also visited Finance section Audience to Test Drive completion that also visited Finance section Audience to Request for a Quote that also visited Finance section Audience to Request for a Quote completion that also visited Finance section % Site Visits Monthly Brand Performance vs Market Average & vs Best-in-Class % Site Visits Monthly Brand Performance vs Market Average & vs Best-in-Class % Site Visits Monthly Brand Performance vs Market Average & vs Best-in-Class % Site Visits Monthly Brand Performance vs Market Average & vs Best-in-Class % Site Visits Monthly Brand Performance vs Market Average & vs Best-in-Class % Site Visits Monthly Brand Performance vs Market Average & vs Best-in-Class

28 edx Finance - Offer Key Question 28 BIC Offer What are the 3 other Offers my visitors are looking at and THEN what is my best offer?

29 edx Finance - Timing Key Question 29 Top Offer How do I identify high value visitors and offer them my top offer?

30 Rollout of edx Finance 30 Implementation Steps upon sign up to edx Finance cross market in phase 1: Tag Finance section with edx specific tags Sophus3 sets up processing and assigns data. edx Finance reporting can be run out after data has been collected for the first full month We currently estimate the roll-out of this step after 6-12 months & cross market: No additional set up needed on brand or financial sites if all was tagged in phase 1. Once about 6 months of historic behavioural data has been gathered, Sophus3 will set up and issue analysis and reporting to help Optimize Offer. Sophus3 can facilate Captive Bank teams make the most of the data insights and help with generating the most effective action plan. We estimate the roll-out of this step after months after first start of project: This phase builds on the insights and best practice by brand learned in the first 12 months. It further builds on the data gathered to 1) understand the digital customer journey and 2) apply those to the behavioural pattern measured in order to set up an active engagement project on site that maximizes the conversion of purchasing engagements on the digital showroom.

31 Group Discussion around leveraging & optimizing digital technologies for Captive Banks with edx Auto Finance 31

32 32 THANK YOU Any Questions?