Freespee

Geofencing For Car Dealerships: A Look At This Trend

geofencing for dealerships

Foot traffic in dealerships has decreased now that online is the more popular choice for research but when walk-ins do occur its a prime opportunity for nurturing and advertising. We can track calls and online behaviour, but what about the unexpected moments?

These walk-ins are still a critical part of the sales cycle, they’ve done their web research and are already further down the funnel. “With the internet, customers define their own sales process. One customer may do 90% of the process online and just visit for the final 10%. Another may do it completely the other way around,” says Professor Jim Saker to AM Online. 

Measuring these interactions, however, is more difficult, often customers come in without prior notice and dealerships rely on reception or sales staff to record these occurrences.  So how can dealerships ensure this data is accurate and consistently added to a DMS?

That’s where geofencing comes in, this technology was created to target the GPS of mobile phones (once location sharing is turned on) within a surrounding area of a dealership. Potential customers can be lured into the building, away from competitors and walk-ins recorded and nurtured immediately.

Much like call tracking, by attributing foot traffic data to revenue it’s easier for dealerships to have more complete visibility over the impact of their advertising on every channel, including non-digital.

How does geofencing for dealerships work?

Simply put, geofencing technology uses GPS- or RFID-enabled software, developers can code parameters around a particular location using mapping technology and integrate it into existing lead management systems. Multiple applications and industries have added geofencing to their setup including; social media, smart technology, telematics and security.

What about geofencing and GDPR? 

These new regulations mean businesses don’t have the freedom with customer data that they used to. Now consent must be explicit, though a mobile phone’s location sharing feature is a loophole. Still, retaining this data for future use without permission is considered a breach. Despite this, the geofencing industry is estimated “to grow from USD 542.7 Million in 2017 to USD 1,825.3 Million by 2022, at a Compound Annual Growth Rate (CAGR) of 27.5%,” according to SB Wire. 

Stay ahead of the competition

The average car shopper only visits two dealerships, so the competition is intense. Creating a turning point for customers is no easy task, especially when they’ve done their research. Geofencing can alert potential car buyers within a dealership’s lot of offers specific to that location. Dealerships can also create geofences around competitors or nearby car servicing centres to snap up future customers with more enticing deals.

Via: Google Think, SB Wire, AM Online.

Your local offices aren’t getting their leads correctly… here’s how you can solve this.

sales and marketing

Spoiler… it’s by making sure your customers get to them quickly, with the best experience possible.

We’ve mentioned the expectation economy before and the new reality of seamless experiences across touchpoints, so I’m not going to go into that again. 

But were you aware that your mobile audience – out-and-about; want answers now, not next week – are the most likely to abandon?

I’m sure that now you’ve seen it written down, it makes sense.
We know that 98% of callers use a mobile device to connect with brands. 
We also know, from our own data, that mobile browsers and callers are less likely to wait in a call queue (than those browsing from a desktop).

As browsing preferences move increasingly towards mobile devices, have you thought about how your strategy nurtures these customers?

In a previous blog post we discussed how you can use your customer’s digital profile to prioritise calls based on the device they are using to browse and call.

This week, I want to show you how the granularity of our segmentation feature can isolate specific device holders down to their precise geolocation and automatically route their call to your closest location.

Many companies with multiple local offices choose to advertise a generic switchboard number to visitors. Callers then have to self-qualify themselves in an IVR to be routed to the right (closest) office. However, we’ve seen that the fact that their call isn’t instantly connected causes mobile callers to abandon in high numbers.

Ten years ago, routing calls was easy – most visitors used landlines, which included the caller’s area code prefix, automatically providing their location. But times have changed and now most calls are made from mobile devices, meaning this is no longer possible.

Freespee uses the caller’s IP address to identify their geolocation and automatically route their call to the correct location.

This use case helps you to make the most of those customers who are making an instantaneous call and so want an instant answer. We want to help your customers get the answers they want, fast, before they abandon.

There are multiple ways of arranging geolocation data depending on the continent, country, region or area. Freespee logs this data to make it simple to adapt to the requirements each country or company might have.

    • Continent code,
    • Country code (2 digit),
    • Country code (3 digit),
    • Country name,
    • Region,
    • City,
    • Postal code,
    • Latitude,
    • Longitude,
    • DMA code
  • Area code.

To learn more about routing calls based on your visitor’s digital profile (this includes more than just geolocation!) click here.

Follow the steps below to route calls from a specific region to the nearest office:

1. Create the segment. We want to assign calls from specific Postal Codes to the same Region. The easiest way to do this is by using the advanced ‘Matches Regex’ comparator.

2. Now, define the workflow that these calls will be taken through.  Within Recipes select Advanced Assignment rule.

3. Create a new rule (workflow) for the ‘Region 2- Germany’ callers segment. Click on ‘Edit’ and then ‘Add Rule’. Define what office/team the call we be routed to and specify distribution method (cascading vs broadcasting).

Calls from postal codes matching this segment will be routed to the Sales team of that region automatically, and they will be broadcasted (sent to all team members at the same time) to remove the risk of missed calls.

In some customer regions, the IP address information might not be accurate enough. To address this problem, we can configure the Freespee Javascript to collect the caller’s GPS position, which provides an accurate reading of their location.


As always, if you’re interested in trying these new features, please get in touch with your Customer Success Manager. If you are unsure who that is, please email henrietta.lawrence@freespee.com

If you are not a Freespee customer yet, please email sales@freespee.com to book a demo.