automotiveMastermind’s Market EyeQ sales platform has been enhanced with the integration of a pre-owned vehicle functionality with the Manheim Market Report (MMR) wholesale vehicle values.
The functionality provides dealer partners with the ability to match used vehicle customers with relevant offers through the platform’s behaviour-based predictive marketing campaigns.
“Our pre-owned addition to our Market EyeQ platform was actually been planned way before COVID was a thing, and we think pre-owned was a natural place for us to help our dealer partners expand their reach and manage their portfolio with a predictive analytics and marketing outreach that our product offers,” said Joseph Kacala, Chief Product Officer at automotiveMastermind, in an interview with Canadian auto dealer.
Dealers can map their new and used vehicle inventories to prospective car buyers, which is something that Market EyeQ identifies for them from the platform. The integration aims to improve the accuracy of a dealer’s marketing outreach to help boost sales, and to do it more efficiently.
Kacala said the used vehicle market was always important and is even more important now amid COVID-19. Based in Detroit, he mentioned OEM supply shortages and consumers becoming fearful around public transportation and being in the city where COVID cases have the potential to rise more quickly. The benefit for used vehicles is evident in both the U.S. and Canada.
Asked what advice he has to offer car dealers in North America, Kacala said they should not let up on their marketing and outreach.
“In these troubling times, some dealers are struggling, but the last thing that a dealer should do right now is cut budgets around communicating with consumers and keeping them engaged with the dealership,” said Kacala. “It’s really easy to say that this is the first thing to get cut, but in my opinion, if you do that then consumers lose touch with you and typically will end up in a competitor’s showroom buying a new or used vehicle.”
He said the best advice he can offer, given the current situation, is for dealers to be aggressive in their marketing and communication with consumers.
