We decided not to develop Smartphone Applications (Apps) some time ago. We are often asked by clients why we took, and still maintain this position.
While there are two sides to this argument we believe our chosen position is still the correct one.
Lets see if I can convince you:
- Are there are solid reasons for prospects & customers downloading and installing a individual dealership App?
- We don’t think that there is. You have to ask exactly what interaction your clients would be processing or performing on their device with your dealership. Currently we can’t think of one. Generally an App is only required when the function or interaction they are trying to perform is too resource intensive for available internet access.
- Apps offer better intelligence and information on Prospects and Customers.
- Yes, if you can get people to use the App and use it often, then retrieve and use this information. Mobile websites provide a satisfactorily high level of tracking and measurement.
- Apps are downloaded once and stay on the device which keeps the prospect or customer close to my brand.
- There is plenty of evidence that unused or used once Apps are simply deleted. Mobile sites offer instant “as I need it access” and can be bookmarked on the users device. They also don’t require downloading or updating.
- Apps are expensive, they must be better. You are kidding right?
- Mobile websites are just about always cheaper and offer fantastic flexibility. iPhone Apps have to be approved by iTunes and causes delays especially if details, information or messages change.
- Apps are platform dependant if you want it to work on Apple, Android and/or Blackberry then you have to develop, maintain and support various platforms and even handsets!
At the end of the day the choice between an App and mobile website is really all about barrier to entry for your prospects and customers. We believe there are very few people (almost none!) who will go to the trouble of downloading an App for what is essentially an “occasional” interaction with any dealership.
Need proof of how great a mobile site can be?
Type one of these URL’s into your smartphone’s browser, be directed to the mobile website and be amazed and convinced. Then use the same phone to call us to get this moving for you.
www.motorama.com.au – www.mikeblewitt.com.au – www.sunshineautomotive.com.au – www.eastcoastcommercials.com.au – www.nmg.com.au – www.toowoombaholden.com.au
I think you need to look a bit harder at apps from a dealer point of view not the consumer. As a small dealer, no one caters for us when it comes to reasonable price mobile software. I use an ipad & iphone all day as a mobile wholesale buyer, the only app I can find is “Car Sales Assisitant” which is US based, but there is NOTHING available in Australia. Cheers Ron
Thanks for the comment Ron. You make a good point re the software but the article was designed to argue against building a app for your online inventory vs an app that contains it.
I looked at that USA software and it looks great for what it is. Am I right in thinking it is CRM/client contact based?
I don’t know of anyone that has wriiten a data driven apple based app. There is a compnay called virtual yard out of sydney that have web based program and we can offer you the same but you would need to make sure they both worked with ipad as opposed to working in the ipad browser- Does this make sense
regards
Chris