Learn 3 ways visit tracking can drive more sales in auto dealerships

Visit tracking! or track customer walk-in rate! Yes, we live in the age of technology, and one thing that this offer is the ability to track how people interact with our stores. With store visit analytics, car retailers can see where their customers are coming from when they come into the store, how many times they’ve visited in a month or year-long period, what parts of the dealership they spend time at most often, and more. In this article, we look at 3 innovative ways to rethink automotive retail.

In the car-buying journey, once armed with enough information, it’s at this point that buyers are ready to engage with the physical forecourt.

On average buyers visit 2.2 forecourts or dealerships to make a purchase purchasing, with over half 52% of car buyers making first contact with the dealer walking in unannounced.

The car buyers report – auto trader

What tools are available to analyse passing by customers?

There are several ways that car retailers can monitor and analyse traffic and conversion rates to their locations. These technologies fall into two categories: proximity sensor systems and visual detection systems.

visit tracking in auto dealership boosts sales
Visit tracking customers in the car dealerships

Proximity and people counting sensors systems

Proximity sensor systems typically use Wi-Fi, Bluetooth, GSP, or cell signals to detect when mobile devices enter or leave an area defined as the dealership. When these devices are detected (and the customer opts into tracking), data about their visit is collected and analysed. Data points include how long a customer stays in a certain area, what path they take through the store, how many times they return, and countless others.

Visual detection systems with a connected camera and AI 

More sophisticated systems can rely on visual detection rather than proximity sensors alone. Using cameras strategically positioned throughout the location, car retailers can track how many visitors come into each department within the building over time. Visitor data can also be tracked based on where visitors stop, their age group, their paths through the building, how long they spend sections, and how they interact with staff.

As you can see, there are several technologies available to car retailers that make store visit analytics possible. The possibilities for improving results at your dealership are endless with these tools!

How can car retailers increase sales by people counting and customer traffic analytics?

There are many ways that car retailers can use the data collected by traffic analysis systems to improve their sales and hit targets. Here are just a few ways they can help:

Optimising auto dealership layout

By collecting customer foot traffic data within the dealership, retailers can look up to how customers interact with the space. They’ll be able to see things like:

  • What are areas of the dealership most visited?
  • What are peak hours split by transactions value and visitors demographics such as age group and gender?
  • Are there more individual buyers or visitors in groups?
  • Are some areas typically missed?
  • Which models are attracting the most attention?
  • How long are customers spending inside?

Armed with these data points, retailers will be able to take on the task of optimising their dealerships to increase conversions and overall sales. This might mean spreading attention-grabbing models more evenly around the sales floor, allocating more salespeople to high-traffic areas, or optimising the story to improve congestion issues.

Locating missed sales opportunities 

One of the best ways for car retailers to ensure that they’re making the most of their traffic analysis systems is by using them to identify missed sales opportunities. By looking at data about where customers go and how long they spend in each area, it’s easy to see which departments are performing well and might need extra attention. In the latter case, retailers can adjust by with corrective actions like hiring more staff, creating special promotions specifically for those areas, and putting new products near high-traffic zones!

Visual detection systems also allow retailers to track how long customers spend in the dealership before interacting with a salesperson. This helps retailers give targeted feedback to staff that helps improve customer engagement and increase conversion and sales.

Assessing marketing ROI for data-driven commerce 

One of the most effective ways of increasing sales as a car retailer is by developing a highly effective and efficient marketing strategy. Research shows that prospective car buyers spend 2/3 of their time researching models, interacting with marketing materials, and having a marketing strategy that converts will allow you to capitalise on all that attention.

Dealers should adopt a Digital Retailing strategy and promote those offerings with potential buyers. Consumers want to spend less time at the dealership and Digital Retailing helps achieve that.

2021 COX AUTOMOTIVE CAR BUYER JOURNEY PANDEMIC EDITION

That’s easier said than done, though. Creating more effective marketing strategies takes research, trial and error, and tons of data. Traffic analytic systems can vastly simplify this process by allowing retailers to compare changes in foot traffic across days, weeks, months, and even years. When new promotions are launched, retailers can quickly look for differences in foot traffic and use these data points to produce accurate ROI figures for specific campaigns.

If you’re an auto dealership manager, it’s essential to understand how traffic and people counting analytics can help your business grow. The first step is installing an in-store visitor tracking system to track customer footfall and behaviour while inside your dealership. This data can be used to improve almost every aspect of your business, from conversion rates to customer engagement.

Further Reading

If you enjoyed this post: 3 ways visit tracking boosts retail car sales in dealerships, be sure to check out our recent IoT and AI pilot with Adnams here: AI and IoT for retailers how physical stores can enhance customer experience

Proven benefits of Alertiee technology

Alertiee will help you realise missing sales opportunities, stores’ performance based on conversion rate, and stores’ sales hotspots areas.

We support and guide you through how you best convert both inside and outside traffic opportunities by supplying you with options around service risks and how to serve your existing and potential new customers best.

Alertiee will help you to provide a harmonious customer experience across your omnichannel business. Our technology enables customer experience, marketing and retail teams to close the gap between customers’ digital experience and their physical experience.

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Sahand Malek