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Study: Technology-shy dealerships losing sales by shunning smartphone apps

By Kyle Linsay
Monday, July 1, 2013 - 13:01

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Smartphone

SHY: Apps the way forward for dealerships?

Dealers are losing sales opportunities by failing to offer apps that cater for nearly 80% of the smartphone market.

Analysis of more than 100 dealers by automotive software developer DCML shows just 26.6% of their apps are available on Android.

This is despite the fact that the Google operating system is now responsible for 60% of all UK smartphone sales.

Research also discovered just 30.61% of dealers have smartphone apps on Android, Apple or Microsoft Windows to provide customers with visibility of new and used stock.

Nick Flaherty, Chief Technical Officer of DCML, said: “Against this backdrop, dealers investing in Apple-only versions of their Apps are simply failing to see the bigger picture and losing out on sales engagement opportunities with customers.”

In Q1 of 2013, 13.4billion apps were downloaded globally, while smartphone sales should account for 46% of all UK mobile sales by the end of the year.

Mr Flaherty added that dealer adoption of apps as a marketing and sales mechanic is still in its infancy.

“At the moment, apps are still just seen as the bastion of the sales process,” he said.

“But, for engagement and streamlining business efficiencies, aftersales-focused apps provide a real opportunity for servicing, MOT, Vehicle Health Check promotions and more.

“Consumer expectation is beyond dealer application at present.

“By 2017, three of every four online sales will be derived from tablet and Smartphone technology.

“Dealers need to start scoping out how they can embrace this to benefit their sales and customer retention functions.”

DCML’s in-house team of automotive specialists develop a range of bespoke apps on behalf of manufacturers, dealer groups and fleet and leasing providers.

Image courtesy of philcampbell, with thanks.

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