BMW of Reading – A Dealership Success Story by DataClover
- June 14, 2021
How BMW Of Reading Sold More Vehicle Ownership Products, Retained 19 Service Customers, & Earned $14,712 in Mark-Up Gross Profits Within Their First 60 Days of Using DataClover's Aftersales eCommerce Program!
The Problem
Kevin Pitts, the General Manager of BMW of Reading, knew 3 truths about his service customers:
- Service customers want complete price transparency on the cost of services.
- Service customers are always looking for the best deals.
- Service customers visit dealers who are the easiest to do business with.
So far, BMW of Reading wasn’t able to achieve these in a way that made their customers want to come back to the dealership.
The Solution
These 3 truths led Pitts to the decision of using DataClover’s Aftersales Service eCommerce program. Our program also enabled BMW of Reading to put their best service products online and offer exclusive online-only deals. Through the program, the dealership was also able to give customers the ability to prepay for their services before arriving at the dealership.
Before finalizing the deal, Pitts closely studied the impact our Aftersales Service eCommerce program would have on his dealership service business. Here’s what he learned:
- Improved Retention – once customers prepay for a service product, they’re locked in for a future service visit(s).
- Psychology of Consumption – service customers will spend more if the purchases are spread out over time.
- Cash Flow – the dealership gets cash upfront before incurring the expenses of parts and labor.
Here’s how BMW of Reading benefited from DataClover’s Aftersales Service eCommerce program:
- In the first 60 days, their service sales from purely eCommerce purchases totaled $14,711.56.
- 79% of the eCommerce purchasers were further upsold more products during their service visit.
- eCommerce purchasers spent 28% more than the average service customer for the same time period.
The Future
Since using our Aftersales eCommerce program, Pitts has received glowing feedback from his service customers. Now that our program is checking all 3 of his “truth checkboxes, he is looking towards adding more digital products to his dealership website!
You can check several more of our dealership success stories here
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DataClover enables dealerships to digitally identify and target potential service customers so they can easily match and sell the most appropriate products/services (bundles) with various discounts and offers to them.
A Dealership Success Story by DataClover
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