Quick Question No. 2
Based on what you see in your local market, how common are the misleading advertising practices the FTC is going after?
Jeff Gahlig, CFO, Gahlig Automotive Group in San Antonio: "We've been looking for stuff for our two new facilities. Hardware-type items like doors, camera systems, security and, of course, we're always looking at the latest software. I came to the ADP booth to see if there were electronics and they were demonstrating the e-payment for service customers. It looks like a nifty product.
"It closes the loop for the customer on the whole transaction in service. People can drop off their vehicle and all questions have been addressed on their invoice. We want to enable them to get in and out of the dealership. And if they can pay online ahead of time, without needing the service adviser walking them through that process, this helps with that tremendously."
Chris Travell, vice president of strategic consulting, Maritz Research: "We're looking at the whole area of reputation management and what that means for dealerships. There's a concern that not all consumer reviews are being posted online. And that if too many reviews are positive, it could lead to consumers not believing in them anymore and that's not good for the dealership.
"From a pure posting standpoint, Cars.com posts all consumer reviews whether good or bad. But the one that impressed me the most was the suite of reputation management products from Dominion Dealer Solutions. It looks like a very solid product from a technical standpoint."
Tony Rhoades, executive director for information and consumer strategy, Gunn Automotive Group in San Antonio: "The Web sites that Haystak Digital Marketing are working on with VinSolutions are phenomenal. The way the Web sites are responsive to the device is exactly what we need. And the way the Web sites customize the content for the customer is perfect. One of the challenges of getting more conversion from our Web sites is the fact that consumers too often can't find what they're looking for because the information is not easily found.
"The technology looks at the cookie [tracking] history of the customer, where they've been shopping and see what they've been searching for. Then, the Web site automatically adjusts to present content customized for that shopper. Pretty cool."