MyCars™ gives consumers shopping for a car tools to organize the cars in their consideration set, especially those in "Stealth Mode" who are not yet willing to contact a dealer directly. A consumer’s MyCars™ toolbar offers email alerts when car prices change on a car they saved or if a saved car is sold. The solution will give dealers new tools to keep their brand in front of shoppers during their car-shopping journey.
MyCars™ is the first shopping cart experience for the automotive industry.
- MyCars™ is a shopper organizer.
- It’s a fully automatic email system.
- It increases mobile engagement.
- It creates amazing Dealer Group synergies.
- It’s a shopping cart. (foreshadowing change in our industry)
MyCars™ is the car shoppers’ organizational tool. Car dealers need to learn how to nurture prospects early in the sales process, as many will visit the dealer’s website multiple times. It is our belief that this product answers one of the great opportunities for sales engagement because:
- Roughly 40% of a dealer's website traffic is repeat shoppers.
- Nearly 70% of these repeat visitors are back for their third, fourth, fifth, etc.
- 75% of these repeat visitors come back in seven days or less.
Repeat visitors may be the best in-market visitors any dealer will ever get a chance to market to, but they do not always contact the dealer via phone or lead forms.
Dealers can get frustrated when they compare engagement rates between the number of consumer visits to their websites each month and the visits that result in a phone call or a lead form submission.
The behavior of remaining anonymous is consistent with the nature of today’s car shopper who is researching vehicles and creating their own “short list” of cars. The vehicles in their consideration are developed over a period of 30, 60, or 90 days. Prior to the MyCars™ online shopping system, consumers had to organize their selections manually.
MyCars™ allows consumers to anonymously save vehicles in their “shopping cart” to be viewed at a later time. The stealth-shopper can choose to provide their email address if they want to be notified of price changes or if vehicles they saved have been sold. This feature nurtures the consumer to create a closer connection to the dealership without fully disclosing their identity.
Dealer groups with multiple stores in a local market will be able to configure MyCars to save cars across the dealership group. Dealer groups know consumers are shopping their stores but have yet to find a way to leverage that power in the Zero Moment of Truth (ZMOT).
As MyCars™ and the automotive industry evolve, it will be easier to research and purchase a car. Market disrupting technologies and ideas like MyCars™ are giving car dealers a powerful glimpse of what is possible in the years ahead.
Congratulations to Jai Maker, Alex Snyder, Joe Pistell, and the entire Dealer.com product development team for producing a game changing software solution that is worthy of the Best of Show honor. MyCars™ will be included in the Core Dealer.com website platform so there will be no extra charge for this shopping cart system.
For more information on the Dealer.com website platform, visit: http://www.dealer.com/
About PCG Consulting, Inc.
PCG Consulting Inc. was formed to help dealers who need assistance in creating effective processes, measurement standards, and intelligent reporting for their business operations. The consulting team is comprised of automotive industry experts who will provide vendor-neutral recommendations for products and services that can assist dealers to increase sales and profits. Dealers looking to maximize the results of their existing technology, vendor solutions, and human resources rely of the advice of PCG Consulting.