james casazza | forddirect | svp of digital retail solutions | [email protected] it’s all...

James Casazza | FordDirect | SVP of Digital Retail Solutions | [email protected]

It’s All About The Customer Experience

James CasazzaSVP of Digital Retail Solutions, FordDirect

The Evolution of Shopping Behavior


Digital is driving a shorter purchase cycle

Digital Media Compresses the Car Buying Decision Timeline

Media Used

TV

Radio

Magazines

Newspapers

Local Magazines

Online

29.9 million people

20.9 million people

2008 2013Months From

Purchase

6

5

4

3

2

1

BUYBUY

Dreaming

Thinking

Researching

Deciding

15.6 million buyers16.9 million buyers

Media Used

Social Media

Online

Mobile

Dreaming

Thinking

Researching

Deciding



research touch points on average

search engines

OEM sites

Dealer sites

TV

radio

video sites

third party sites

request a quote

locate a dealer

share

+1

follow

consumer review sites

compare models

watch a video

24

SOURCE: Vehicle Shopper Path to Purchase, Millward Brown Digital/ Google September 2013.



It’s about reaching consumers at the right time through the right channel – and creating an

engaging and personalized customer experience


91%

of all U.S. citizens have their mobile device within reach

24/7(Morgan Stanley & Hubspot, 2012)

“SoMoLo Shopper”

Consumer who regularly uses social networks, apps,

smartphones and location-based services as part of their

shopping lifestyle


Now is the time to use the evolving digital trends and channels to drive growth and brand

awareness



Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013RT1. Which of the following online sources, if any, did you use to look for information on cars/trucks using these types of devices? Please select all options that apply for each source. N=1,591(2013); N=1072 (2012) / RT2. Which of the following sources, if any, did you use to look for information on cars/trucks? N=1,591 (2013); N=1072 (2012)

19%

27%

35%

38%

53%

26%

32%

37%

37%

40%

43%

56%

57%

62%

69%

77%81%

83%

59%

82%

89%

89%

RadioFlyers & brochures

MagazinesNewspapers

TV

Auction sitesNewspaper sites

Social mediaVideo sites

Classified/listing sitesOnline mapping toolsRegional dealer sites

Consumer review sitesProfessional review sites

Third party sites

Family & friendsSalesperson

Test driveDealer visit

+20% YoY

In Person

Online

Offline

Dealer sitesManufacturer sites

Search engines

+23% YoY

+28% YoY


Learning From Other IndustriesAs other industries begin to focus on the customer

experience and use it as a competitive differentiation, consumers are expecting this level of tailored and

unique relationships while they shop

When asked for one word that describes their organization’s

customer experience:SVP

Marketing

What would describe yours?

“Thoughtful”

CMO

“Authentic”

SVP Marketing

“Wow”

Learning From Other Industries


Customer expectations have changed

Luxurious surroundings

Exclusive service

Pampering convenience

Ex: Ritz-Carlton Hotels

Address all senses

Consistent appearance and customer service

Everywhere (convenience)

Ex: Starbucks

Virtual experience

Simplified POS (on demand)

Where I want, when I want

Ex: Amazon

Personalized experiences

Deep product knowledge

Exclusive locations

Interconnected personal profile

Ex: Apple Store

Source: Roland Berger


Evolving Your Digital Strategy to Meet Demands

Businesses need to evolve their digital strategies to connect and engage with

customers where and how they choose to shop



Setting the foundation with Gen Y



What is the brand that you are building for your dealership? Why do people come to you rather than

going down the street?


Repurchase Conquest & Purchase

Service & Nurturing

New Customers

Pinpoint Experiences to Build Relationships

Tailored customer communication, via digital and print, is the first step to building the

customer relationship and a strong customer experience


2.55BILLION internet users will be a

part of a social network by 2017 (eMarketer)


As mobile adoption continues to rise, so does the consumer’s expectations on your mobile

experience



Digital tactics such as digital and social media advertising, SEO and retargeting can create

customers for life



Providing information in a variety of means, such as social media and mobile, allows you to connect directly

with your customersPAID Result

ORGANIC Result



Customers desire a positive experience and reviews impact their perception of what their

experience will be

Measure to Make a Difference


Knowing how to measure what matters


Updating Your Customer Experience

• Apply best practices from other industries

• Identify how to deliver tailored content and engage with customers in a meaningful way

• Pinpoint specific dealer services and experiences to build relationships with current and prospective customers

• Measure the entire digital strategy to determine effective ROI

Contact Info

Full Name:

Company:

Job Title :

Email:

James Casazza

FordDirect

SVP of Digital Retail Solutions

[email protected]

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james casazza | forddirect | svp of digital retail solutions | [email protected] it’s all...

Documents

forddirect slide

evolving digital trends

millward brown digital

shopping lifestyle

brand awareness slide

party sites

social media

buyers media