SELLING YOURSELF & CREATING A GREAT CUSTOMER EXPERIENCE

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1 SELLING YOURSELF & CREATING A GREAT CUSTOMER EXPERIENCE

2 Director of Business Development & Dealer Program Manager for ARI - Marine 9+ years of industry experience in Marine, RV, Powersports and Outdoor Power Equipment Markets Justin Di Vilio

3 WHAT WE LL COVER Creating the best possible experience for your customers Understanding the digital path to purchase How to serve customers and drive sales at each step

4 WHY DOES THE CUSTOMER EXPERIENCE MATTER? 80% of your company s future revenue will come from just 20% of your existing customers. (Gartner Group) The probability of selling to an existing customer is 60-70%. The probability of selling to a new prospect is 5-20%. (Marketing Metrics) Returning customers spend on average 67% more than first-time customers. (Bain)

5 THE OLD PATH TO PURCHASE

6 THE CUSTOMER EXPERIENCE REDEFINED Over 60% of Internet search traffic is now mobile. ROBO (Research Online, Buy Offline) is a common way to shop. Prospects know a lot about you before they engage with your business. Digital is permanently changing the way your customers shop.

7 KPCB State of the Internet, 2016

8

9 Start with Search Shoppers want to find products and businesses near them Micro-moments small, in-the-moment actions shoppers take using the nearest device Searching for a boat via smartphone after seeing it out on the lake Browsing a dealer website on a laptop after seeing a commercial Clicking a Facebook post on a tablet to learn more about a friend s new pontoon 3.64 The average number of Internet-connected devices owned by digital consumers. (GlobalWebIndex)

10 START WITH SEARCH: SERVING SHOPPERS Ensure you re reaching micro-moment inspired shoppers Mobile-friendly website Strong online presence Make decisions easy Use local search tactics to show up prominently in search results Google My Business customer reviews Be a resource for your shoppers Use PPC campaigns to advertise specific inventory, sales and promotions

11 Google My Business Profile Name, address and phone number Reviews Store information (i.e. popular times) Images

12 Research Online Review Sites ebay & Craigslist 61% of shoppers read online reviews before making a purchasing decision (Econsultancy) 10x the leads are generated by Craigslist and ebay than traditional sales methods (LotVantage) Social Media YouTube 36% of shoppers said their interactions with a brand on social media has led them to buy more from that brand (MarketingCharts) 90% of shoppers find videos helpful when researching online (Internet Retailer)

13 RESEARCH ONLINE: SERVING SHOPPERS Review Sites Provide great customer service Encourage reviews with in-store signage Respond to all reviews politely and professionally Social Media Pay to play Promote posts that get good engagement Social media advertising for sales Share information about in-store sales, etc. Third-Party Sites Detailed product information Link to website Store contact information Videos Walk-around videos of inventory Demos of inventory Service how-tos Manufacturer Sites Shoppers will find manufacturer sites during product research Make sure you re on dealer locators so they can find you directly

14 The days of a free lunch on social media are over.

15 Visit Retailer Website After researching, shoppers will visit retailers websites to see what s available near them Your website serves as the online location for your store Be sure to include Inventory Options Services Sales/ Deals

16 VISIT RETAILER WEBSITE: SERVING SHOPPERS WEBSITE MUST-HAVES Clear navigation Lead generating call-to-action forms Detailed product information Up-to-date inventory listings Service requests Store location, hours and contact information

17 Visit In-Store According to Google, 79% of in-store consumers conduct research while in your store Search engines 64% Retailer s site/app 46% A different retailer s site/app 30% Another type of site 26%

18 VISIT IN-STORE: SERVING SHOPPERS Provide in-store WiFi Engage all shoppers even those browsing their phones Post detailed product information Display clear signage to help shoppers navigate Incorporate in-store technology, Tablets for salespeople Digital displays Beacons for coupons/ sales/ Suggestive selling

19 Buy In-Store 36 of every dollar spent in a brick-and-mortar store is influenced by digital. (SalesForce) 80% of small business purchases are still made in-store. (Google)

20 BUY IN-STORE: SERVING SHOPPERS Make the purchase process as easy as possible Offer information about financing options or special discounts (i.e. discounts for veterans) Advertise online and in-store promotions on your website and social media to get shoppers in-store

21 Loyal Customer Once shoppers make a purchase, your job isn t over Still have to work to keep them loyal Keep customers engaged and coming back 85% of shoppers say they d be more likely to shop in places that offer personalized coupons and exclusive offers in-store (Google)

22 LOYALTY: SERVING SHOPPERS Marketing Send personalized coupons Segment lists based on past purchases and interests Updates on latest models, sales, etc. PPC Campaigns Can craft campaigns specific to post-purchase shoppers Accessories for larger units Regular service Ads appear on search engines when shoppers search for terms related to your ad Apps Dealer-branded mobile app Push notifications about sales, service reminders, etc. Customer Advocates Make it easy for customers to review you online Encourage customers to share about their experience on social media Customer referral program

23 WRAP UP Learn how your customers shop online and in-store Develop a plan for how you can best serve them at each stop on their path to purchase Create a great customer experience to help drive sales

24 KEEP LEARNING WITH ARI S HELPFORCE Blog Subscribe Webinars blog.arinet.com offers.arinet.com/helpforcesubscription arinet.com/products/helpforce-livemarine-dealer-education/

25 MRAA DIGITAL MARKETING MASTER SERIES

26 Thank you for your time! Any questions? Justin Di Vilio

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