How Car dealerships are using WiFI to fight credit crunch
Published on Tue 11 May 2010
Dean Wilkinson, sales director of Airangel, explores how car dealerships are using technology to fight the credit crunch
The credit crunch has impacted the motor industry worldwide with car sales dropping dramatically in 2009.
Dealerships are being forced to think of new ways to attract customers and increase revenue and the provision of guest WiFi in showrooms is one way in which car dealers are fighting back.
Dean Wilkinson, sales director of Airangel, said: “The credit crunch is forcing people to think twice about expenditure and is making car-dealers work harder to sell cars and offer added value. WiFi is one area where we are seeing increased investment and have had a 30 per cent surge in enquiries over the last six months.”
Airangel, a leading supplier of wired and wireless guest internet access, are designing and installing bespoke portals for dealerships across the country, including selected Mercedes-Benz showrooms, who want to offer customers a complete welcome package.
Dean said: “Showrooms have traditionally offered customers refreshments and newspapers but now they are looking to extend their welcome. If customers can continue to work, or just pass time while waiting, from the showroom premises then dealerships are offering real added value.
“In the current economic climate, car dealers are reappraising expenditure and want to make sure that they are getting maximum benefits for any investments they make. Installing reliable and intelligent guest WiFi at your showroom will not only offer clients added value but is an additional marketing and revenue generating channel.
Some dealerships and garages are becoming wise to the benefits of WiFi and the potential revenue stream it creates for their businesses.
Dean said: “Savvy dealership owners and managers are using the WiFi welcome page to display up-to-date information about the showroom, its products, partners, special offers and deals thereby increasing dialogue with the customer, encouraging spend and building brand loyalty.
“Portals can identify a user’s specific location and then offer them tailored information. This virtual concierge service can be used to not only display dealership offers but also provides scope for them to earn advertising revenues from external businesses such as car insurers or taxi companies.”
Airangel’s own experience across its client base shows that guests are responding well to the extra information that the guest internet portal provide and is driving business.
“Through bespoke portals you can choose which brands and businesses you want to align your company with to your customers. WiFi is already understood to be a vital service for your business, but now is being recognised as a critical way to engage with customers, protect your brand and add to your bottom line.
“Car dealerships are using technology to give them the edge and should be reassured that this is one investment that can work doubly hard on their behalf.”
