Recommended for You

If you have ever shopped on sites like Amazon, eBay, or Expedia, you are likely familiar with the concept of recommendation marketing. However, you may not know just how effective this type of marketing is. In fact, Amazon’s recommendation engine generates 35% of their revenue and according to an article on Fortune.com:

“Judging by Amazon’s success, the recommendation system works. The company reported a 29% sales increase to $12.83 billion during its second fiscal quarter, up from $9.9 billion during the same time last year. A lot of that growth arguably has to do with the way Amazon has integrated recommendations into nearly every part of the purchasing process…”

Cropped photo of man using credit card to make payments Recommendation marketing is essentially upselling 2.0. Companies like Amazon, Expedia and Netflix track what you view and use an algorithm to determine which additional items you are likely to purchase/watch. A humorous example of this is the drug dealer example; when someone looks at a scale on Amazon, Amazon recommends a vaccuum-sealed storage container, rolling papers, and a spice grinder because these are items that are frequently purchased together.

How can auto dealers incorporate recommendation marketing?

One way is Dynamic Remarketing. This type of remarketing shows potential buyers ads based on the inventory they viewed on your site. For example, if someone viewed a Ford Explorer, you could show them ads for some other Ford Explorers in your inventory or other models that people tend to also look at; like the Edge, for example.

Another way is Website Personalization and Geo-Fencing. With these tools you can set rules that change the images, messaging and CTA’s on your site based on where the user is located and/or which pieces of inventory they viewed. If the user is a student at the local university, you can recommend vehicles under $10,000, for example.

young people view car ad

A third way is with lookalike audiences on Facebook. Lookalike audiences are when your CRM list is uploaded to Facebook and Facebook advertises to those that share similar characteristics to your current customers. Similar to how Netflix recommends shows to you based on what your Facebook friends watch.

If you want to get started on recommendation marketing or would like to learn more about any of these tools, drop us a line or subscribe to our newsletter!

Website Personalization

personalized starbucks cups

As a millennial, I can admit that I come from a generation of people that like to feel recognized. Afterall, we are the Netflix-watching, Starbucks-drinking, everyone-is-special generation. If you don’t believe me, here are some stats:

  • According to a study by Janrain, 74% of people get frustrated when websites have content, offers, or ads that have nothing to do with their interests.
  • 62% of people under 34 years old are willing to share their location for more relevant content.
  • 40% of consumers will buy more from a retailer that personalizes the shopping experience across all channels.

You might be thinking that these are just a bunch of random percentages and that just because millennials generally shop this way, doesn’t mean you necessarily have to sell this way.

homer

But consider your own experience. Don’t you like being able to have your own, separate Netflix account so you don’t have to dig through the programs your spouse, friends, or your kids watch? Don’t you appreciate it when Amazon shows you the products they know you will be interested in? I don’t know about you, but I appreciate it when companies make things easier for me.

At Strathcom, we know that personalized content is something your potential customers want. This is why we developed our website personalization tool. This tool keeps track of the pages your visitors look at so next time they visit your site they are shown content relevant to their needs.

With our website personalization tool, you are able to customize the image, the video, the messaging, and the calls-to-action based on the inventory viewed by each individual user. If they are a student looking at vehicles that are at a lower price point, you can change the image or video to a small car and the messaging to “check out our vehicles under $10,000”, for example. Or if they are a lawyer looking at more high-end, luxury models, you can change the image to a video slider that showcases luxury details. Since these visitors likely aren’t as interested in special offers as they are in showing up their neighbours, you can change the messaging to “only 2 left in stock” to utilize their fear of missing out.

This is just one of the ways we can personalize your site. For more information on our other tools such as Notepad, Geo-Fencing, and Silent Salesman, drop us a line at info@strathcom.com  or subscribe to our newsletter!

Hurry and Read This Blog Post – It Won’t Be Available Much Longer!

Act Now! This Won't Last Long!

We all know that companies use these tactics to try to get us to act on a sale, and we do! We all know that 99¢ is really $1.00, but it works! Our brain tells us we need to act before it’s too late. Marketers are using our own instincts against us, and there is nothing we can do about it!

reptilian brainIt all has to do with the Reptilian brain, millions of years of evolution, and a time when not getting that meal when the opportunity arose could mean death. It’s not that dire anymore, but we still have the faculties that cause us to make decisions based on urgency and abundance. I could talk about this for hours, but instead I’ll refer you to influence: The Psychology of Persuasion by Robert Cialdini and Neuromarketing by Patrick Renvoise, two great books that teach you how to use those faculties to your advantage.

One way Strathcom has incorporated this into our new website platform is a tool we call Silent Salesman.

When a user goes to the VDP (Vehicle Detail Page) of a vehicle they are interested in, they will still be met with the standard photos, description, pricing etc., but now they will also see how many people have viewed that vehicle and how many inquiries have been made on that vehicle. The more interest that is shown in that car, the more the user is going to want it. The more inquires the user sees for that car, the more it will trigger the reptilian brain to act in fear of missing out. It seems like a small feature, but it has tons of power.

silent salesman image

This is just one tool that Strathcom can add to your toolbox to sell more cars. If you’d like to know how you can enable the Silent Salesman tool on your website, drop us a line at info@strathcom.com. Sell more cars before the customer ever walks into your dealership!