Our Digital Journey : How we see the future
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- Neil Banks
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1 Our Digital Journey : How we see the future
2 MOTOR DIVISION 31 marques National geography 160 franchised dealerships 104 sites 7,500 staff 200,000 annual sales INDEPENDENT PARTS DIVISION FPS UK independent branded same day parts distributor operating through 19 regional outlets with a national distribution centre APEC UK independent braking parts distributor BTN OTHER LOOKERS LEASING FLEET FINANCIAL VEHICLE RENTAL SERVICES PLATTS HARRIS Agriculture CHARLES HURST
3 FRANCHISE LOCATIONS NORTHERN IRELAND IRELAND
4 Company Structure
5 How others see it
6
7 Agenda Websites Marketing Operations
8 New Functionality
9 Website Evolu1on Responsive + PLATFORM Responsive website Desktop and mobile website Desktop website
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11 How we see the future Responsive + Platform Utilises individual devices capabilities An integrated platform that joins up your online and core systems Personalisation Content Products and Services Marketing (Website, , retargeting, PPC) Ultimate Goal provide an online experience that encourages the customer to buy a car online whilst offering an Omni-Channel experience
12 What is an Omni-Channel User Experience? Customers are now in charge. Modern consumers expect a consistent shopping experience across all channels They want relevant, interactive and targeted experiences when, where and how they choose Offering customers a variety of ways to buy and consume relevant information In-store ecommerce Mobile Social Call Centre (pre/post sale) Customer service
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15 Buying a Car Online - Carvana
16 Buying a Car Online - Rockar
17 Omni-Channel Experience - IKEA
18 Omni-Channel Experience - Burberry
19 Omni-Channel Experience - Starbucks Mobile transactions account for 20% of all in-store sales in the US 9M mobile transactions a week 4% increase in foot traffic
20 How does this apply to automo1ve? Digitising the in-store experience is key. Multichannel customers are three to four times more valuable than single channel customer each year Andy Harding, E-commerce Director, House of Fraser We need to use the USP we have which is our physical locations, something online retailers like ASOS don t have No longer about pushing information to customers now about giving the information to customers to consume how they wish Introduce an omni-channel approach so we offer customers a joined up online/offline approach We should know who our customers are, what they like and what information is valuable to them both online and offline Its not all about leads, customer experience is equally as important we will see a shift of more customers walking in with no previous contact
21 Marketing Pull v Push Independent ratings/comments (Price) transparency Brand Ease of doing business (not CS)
22 Google trialling Store Visits metric in Adwords End of 2014 Google rolled out a trial of their new store visits metric in Estimated Total Conversions (ETC) Evidence of this in emergence of Popular Times metric PetSmart trial estimated store visits data showed 10-18% of clicks lead to store visit
23 DoubleClick Adver1sing Google owned DoubeClick bringing online advertising to the streets of London (Waterloo Station/Euston Road) Uses data collected in real-time including weather, audience, travel info and local events to select which ads to run Will expand over time to tailor relevant content based on the largest % of users that are in the proximity of the advert
24 Operations Structure Process Pay Culture
25 MyLookers Outbound Booking H H H H H MyLookers Inbound Booking VHC Reporting Creation of IT and Business Change Capability Live across Lookers MyLookers Reporting HR Reporting Live across Lookers Finalise handheld device options (Fastrack) and roll out SCV Phase 1 (Single FT Source) Data Driven Targeted Marketing Trial Enq Mgmt in BDCs via CRM WOC Dashboard Tool Selection HR Transformation Assisted Purchase Online Reserve Online Book a test drive online MyLookers service plan integration Sales Outbound Marketing Source Data Warehouse Used Car Reporting Transformation of IT Run Central Campaign Tool BIC telephony across BDCs Assisted Selling Capabilities MyLookers App New Website Launch Data Driven Targeted Marketing Rollout Company Dashboard SCV Phase 2 (Other Sources) Prospecting in BDCs All Outbound Marketing Source Ad-hoc campaigns via central campaign tool Access to stock information, pricing, finance calculators Strategic Showroom Tool Decision Strategic DMS Decision Strategic HR and Payroll Decision Creation of Rolling Architecture and Strategy Creative and customer data excellence team The Future Showroom new salesperson model Strategic Aftersales Tool Decision Payroll System Change Showroom Roles and Rewards Change BDC Roles and Rewards MyLookers recommendations Contact Strategy via central campaign tool Customer Retention & Loyalty Programme BDC Access to 360 customer view New Aftersales Booking Process Self Serve HR System Launch and Rollout Customer Insight Capabilities Website Personalisation Autoline Drive in Taggarts Unassisted Purchase Online Complete Sales Autoline Drive Integration Development Predictive marketing campaigns Showroom Launch and rollout Aftersales Tool Launch and Rollout Autoline Drive Launch and Rollout H Technology Website & Social ipads in Sales Roadmap Configuration Screens Business Outcomes Core systems transformation & integration Reporting
26 Customer Experience BDC Sales Support Demonstrators Handover Specialist Product Genius / Centre hosts NICER Programme
27 Authenticity
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