WHY INTERNET CONNECTIVITY FOR CUSTOMERS IS NOW A FUNDAMENTAL PART OF THE AUTO RETAILING END-USER EXPERIENCE
The wireless landscape is changing. Smart phones and tablets have forever altered the way we interface with the web. The common thread today is that “connectivity is mandatory.” As a result of this, connectivity has moved beyond simply having access to the Internet at home or the office.
In recent years, the growth in portable electronic devices, whether laptop computers, tablets or smartphones, has meant that consumers now expect to have Internet connectivity essentially anywhere, anytime. Smartphone usage in particular, has seen exponential growth, witnessed by the staggering number of text messages sent and received, not to mention the huge explosion in app downloads.
Going hand in hand with that, has been the growth in complimentary WiFi offered in restaurants, coffee shops and other places where people often experience “down time” such as airport lounges. For dealership customers, the notion of having WiFi service while waiting for their vehicle in the service lounge has become expected, thus stores need to ensure it is now one of the fundamental amenities they’re able to provide. If they don’t, customers will simply go somewhere else.
Think about it from the customer’s point of view. A vehicle is one of the biggest purchases we make. Not only do we frequently have to finance the cost of buying it, we will also find ourselves often spending money on service and repairs, sometimes hundreds, even thousands of dollars. If we’re having to take time out of our work schedule to drop the vehicle off for service and wait for the work to be completed, not having WiFi access isn’t likely to enhance the experience.
This is where in-store WiFi connectivity has tremendous importance. A large number of customers in this position will require robust Internet connectivity to continue with their day in as normal fashion as possible. Enabling them to work while in the dealership space if they choose is therefore essential. Additionally, dealers can leverage the power of the Internet to not only provide access but also promote their services to customers. Think about the ability for customers to tweet or post Instagram pictures of a possible new vehicle purchase with their friends and/or family. Free marketing and referrals are some of the best opportunities dealers can take advantage of and it can happen right within the waiting lounge of your dealership.
Robust design and deployment
Around 5-7 years ago, many companies deployed WiFi solutions within their respective facilities without a suitable design tool. This could go as far as an IT Manager or consulting firm simply assessing a set of dealership floor plans and making suggestions as to the required equipment and access point locations. Chosen spots within the store tended to include high customer traffic areas such as the showroom and service waiting lounge.
Additionally, the network in some cases might be integrated with the existing Wide-Local Area Network (W-LAN) that supports in-store staff as well. While these are all smart ideas in concept, the growing number of potential users, and various applications and uses on these networks, such as data transfer, VOIP (Voice Over Internet Protocol), apps and barcode scanning, etc., mean requirements have changed substantially in the last few years. As a result, the amount of bandwidth available to effectively provide them has become a major concern. This is in addition to other challenges, often related to aspects such as construction, materials and interior design.
Because of all these factors, simply installing a WiFi router or access point on the ceiling where you think it should go is not sufficient. There are specific software tools that are used for measuring potential solution performance and expectations prior to installation.
These tools are able to provide significant data such as signal propagation, signal-to-noise measurements, and possible interference from outside sources. Such tools include Ekahau (used by CORE Wireless) or Air Magnet. Most (in fact any) reputable wireless solution integrator should really be using them. As an addition to the pre-integration capability, they also have a built in “validation” tool that verifies performance against the initial design. This is essentially an insurance policy for the dealer’s investment in the WiFi hardware and infrastructure. And it can also enable some solutions (depending on scale and environment) to be guaranteed for coverage, limiting further expense in the future as a result of poor design.
The importance of WiFi at the dealership level
There is often a consensus that many retail store owners, whether operating in the automotive industry or others, believe that the responsibility of providing a wireless Internet service for their own customer base either isn’t a priority or really their responsibility.
And it’s a perspective that needs to change. If you, as a retailer, aren’t able to provide a WiFi service to your customers, there are plenty of other locations that will. It’s easy and all too common for customers who have brought their vehicles in for service, to leave the dealership and head to the nearest coffee shop or mall to get Internet access. And if the customer already views bringing their vehicle in for service as an inconvenience, further amplifying the issue isn’t likely to result in them returning to do business with you.
On the other hand, if you are able to provide WiFi and other amenities within the store at little to no cost, there’s every chance the customer will stay put. Making the service experience one that keeps customers in the store as long as possible (for the right reasons of course) is sure to both increase retention as well as build your customer base. As a result, they might end up shopping for parts or accessories, or view a new vehicle in the showroom with an idea to perhaps purchasing in the near future. In-store WiFi will also allow them to send pictures of a potential new vehicle purchase option to their spouse or friends from their smartphone or other electronic device and can only serve to elevate their experience within your dealership.
High expectations
In an increasing number of locations, WiFi is expected to not only be offered but also provided complimentary. Many of today’s younger consumers expect complimentary WiFi service wherever they go because they’ve grown up with it. And for dealers it’s important to consider that many of these Generation Y individuals are entering the workforce in growing numbers and have very different views on communication and shopping for goods and services. They are the future generation of car buyers, so being able to cater to their needs now, via services like complimentary WiFi will arguably go a long way in helping them choose you as their prefered auto retailer over somebody else.
And with the growth in social networks, if they are happy with the experience they receive, they’re far more likely to tell their friends and family members who then spread the message through their own social networks and communities. The result is far greater positive exposure for your dealership than was possible in the past.
