Proprietary & Confidential 1 THE IMPACT OF WEB PERSONALISATION ON AN ORGANISATION MARKETING TECHNOLOGY. SIMPLIFIED.

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THE IMPACT OF WEB

PERSONALISATION ON AN

ORGANISATIONMARKETING TECHNOLOGY. SIMPLIFIED.

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WE KNOW THE IMPACT OF WEB

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IT’S ONLY STARTING

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LET’S DRILL DOWN ON AUTOMOTIVE SALES AND MARKETING …

“Mind the consideration gap”

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AND PERSONALISATION

• Customers are part of the experience economy• Structures more and more build around experience• Personalization is an essential part of experience• Difficult to reproduce the same level of experience, online• Differentiator• Something worth a trip• More focus on some

dealerships

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ONLINE HAND IN HAND WITH OFFLINE

• Explanation more online driven• Experience more offline driven• Dealerships organization as an “unlimited,”

“connected,” “socially integrated” experience• Make the on-line and offline experience seamless

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CUSTOMER EXPECTS PERSONALISATION

• Personalization is the hart of the sales and marketing processes

• Personalization based on• Online behavior• Social behavior• Location• CRM and purchase data• Loyalty• Questionaires

• Declared and undeclared• Personalization helps online and off-line

conversion

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IS THERE AN UBER EFFECT ?

Personalisation is the new black

Programmatic advertisement

Dynamic content

Marketing Automation

Search

Social

DMPDealership

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IMPACT ON ONLINE CAR SALES

• Starting, especially used cars and POC’s• Selling cars legally bounded to dealerships• Personalization increase conversion rates

Source : AutoTeam America, Dealerships in 2025, what lies ahead, 2014 publication

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IMPACT ON AFTERSALES

• Organizations are looking for margins• Higher margins on upsell and cross sell

• Services• Winter tires

• Personalization of interest after conversion

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• Biggest challenge• Find best scoring methodology• Transfer data from “on to off-line”

• Personalization but also anticipation (best moment to engage)• Based on predictive models• Permission marketing

• Permission must be granted, it can not be presumed• Consumers only grant permission when there is something in for them

MIGRATION OF THE ONLINE TO OFFLINE EXPERIENCE

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REAL TIME ONLINE SCORING

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CONNECT IT TO YOUR PROSPECT

VOUCHER

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PERSONALISATION, UPSELL AND CROSS-SELL

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BRIDGING THE GAP

• Linking on-line search to off-line behavior• Available as

• Stand alone app• SDK to existing sales supporting apps

• Geo-fencing possibilities

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offer for you

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RECAP

• Personalization holds the future for company clietn relationships• Web presence• Dealerships

• Programmatic and algoritmic driven• Find ways to transfer information from one

channel to another

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FILIP LAUWERES

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