Helping Car Dealers Boost Sales Through Customer Segmentation Technology

textingAutomotive marketing company uNotifi is helping car dealers and service centers boost sales through a sophisticated customer segmentation process that scores each customer’s dealership purchase and links that information with 125 key segmented behavioral patterns to create specific targeted messages sent automatically via text or email.

“Thanks to the systematic approach by Unotifi of truly marketing to our customers based on their value to the dealership, their past behavior and providing them with relevant offers, we have enjoyed tremendous growth compared to the same period in 2010,” said Jay Henderson, service director of Toyota of Boerne in Boerne, Texas, whose repair orders increased 15 percent from June through September over the same period one year ago after signing on with uNotifi.

According to Richard Greene, service director of Parker Lexus in Little Rock, Arkansas, one of the most valuable features of uNotifi’s inbound marketing program is the uNotifi Communicator, which helps reduce inbound call volume, which frees service advisors to sell more service.

“The Communicator is nothing short of amazing,” said Greene.  “Most dealers don’t realize that inbound calls from customers asking about the status of their vehicle is hugely unproductive.  uNotifi’s automated texting tool relieves this stress, helps cut down on unproductive calls and customers like it better.  For special order parts jobs, it’s like having another employee in the parts department!”

Greene noted that the first day the dealership installed the uNotifi system, one service advisor up-sold six repair orders, “which are all sales he ordinarily would not have been able to get.”

A study by Pew Internet Research released last month showed that 73 percent of U.S. cell phone users send and receive text messages, and one-third of those say they prefer texting to calling.

“Dealership and service center customers don’t have time to take calls and play the eternal voicemail game,” said uNotifi founder Fred van der Neut.  “Texting is convenient, nonintrusive and allows customers to deal with information on their own time.  The ability to manage customer communication via one source that is automatic and seamless is a huge benefit to dealers and service centers.”

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