Morry Patoka, EVP & COO
Helping dealers find opportunities
Morry Patoka, EVP & COO
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Vicimus, an automotive software provider, is helping dealers find opportunities with customers and prospects. Their products have attracted quite a bit of attention — enough so that dealers from both Canada and the U.S. flocked to their booth at NADA to sign deals onsite.
“I think overall we’ve had a really great experience at NADA. We’ve created a software to facilitate the entire one-to-one marketing and customer experience, and we are able to deploy on a dealership scale, to each dealership and in each of the five departments,” said Morry Patoka, EVP & COO, Vicimus. “When you have the software and intelligence to automatically look for opportunities with customers and prospects, it helps.”
The company offers products like Bumper, a direct marketing platform, and Glovebox CMS. The overall goal is to help dealers solve retention, lead qualification and campaign ROI issues, as well as dealing with website lead, inventory and customization problems.
Patoka said that identifying the opportunity for a sale all the way to getting consumers to the point where they are ready to buy and want to now deal directly with the marketing department is an important part of the product.
“It’s really about trying to create that relationship and dialogue with the consumer,” said Patoka. “It’s interesting because, for example, a marketing standardized email template is a real disconnect even at the dealership level. Sending the right message to the right person at the right time, doing it in a way that makes sense, and that has personal relevance — they want personal service.”
He said dealers need to align with the consumer when they arrive in the dealership, whether it’s buying a vehicle in the service departments or whatever it might be. “Dealers also want to create their own brand and personal service.”
That means considering consumer behavioural and transactional data so that dealers can offer them a better personal service and treat them with relevance. “Don’t send them the next vehicle promotion after they’ve received the body part,” said Patoka.
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