Customer Story: Transforming Car Sales

Summit Motors, a mid-size auto dealership, was facing flat sales and low customer retention. Despite offering a wide selection of vehicles, the team struggled to personalise the buying experience. They knew that today’s customers expect tailored service and engagement but lacked the tools to deliver it.

The Challenge

Summit Motors’ traditional sales approach wasn’t connecting with customers on a personal level. Sales representatives were unsure of each buyer’s specific preferences, leading to lost opportunities and mismatched vehicle recommendations. Summit Motors needed a solution that captured real-time data directly from customers to better understand their needs and boost sales.

Objective

Summit Motors implemented Plezed to engage buyers across their digital and in-person touchpoints. They captured buyer preferences through website interactions, QR codes at car dealerships, and social media, allowing them to deliver tailored recommendations and offers.

How Plezed Transformed Their Process

Summit used Plezed’s interactive questions to capture key preferences and instantly turn them into fun, engaging forms:

What type of vehicle are you most interested in?

Options: SUV, Sedan, Truck, Electric, Hybrid, Luxury

 

What’s your primary reason for purchasing a vehicle?

Options: Daily commute, Family, Adventure, Luxury, Business, Environment-conscious

 

What features are most important to you?

Options: Fuel efficiency, Safety, Infotainment, Interior space, Off-road capability

 

What’s your budget?

Options: <$20K, $20K–$35K, $35K–$50K, $50K–$90K, $100K+

 

Are you considering new, used, or certified pre-owned vehicles?

Options: New, Used, Certified Pre-Owned

 

How important is warranty and service coverage in your decision?

Options: Very important, Somewhat important, Not important

 

What’s your preferred financing option?

Options: Leasing, Dealership financing, Bank financing, Cash

 

Are you planning to trade in your current vehicle?

Options: Yes, No

Armed with this information, Summit Motors created personalised marketing campaigns and equipped the sales team with insights before customers even arrived at the dealership.

 

In-Showroom Interaction

When customers visited the dealership, Summit collected preferences via Plezed on tablets and QR codes. This real-time data helped Summit Motors’ sales reps present vehicles and financing options that perfectly matched each customer’s preferences.

 

Post-Test-Drive Feedback

After customers completed a test drive, Summit sent a brief follow-up form to capture immediate impressions:

How did you feel about the vehicle you test drove?

Options: Loved it, It was okay, It wasn’t right for me

 

What features stood out to you during the test drive?

Response: Open-ended

 

Do you need more information on financing or leasing?

Response: Yes, No

 

How soon do you plan to make a purchase?

Options: Within a week, Within a month, Still deciding

Summit Motors used this feedback to send personalized follow-up communications, keeping customers engaged and addressing any concerns or needs.

 

Leveraging the Existing Customer Database

Summit Motors took Plezed a step further by integrating it with their existing customer database. By linking personal preferences with historical data from previous interactions, Summit Motors could:

• Identify repeat customers and cross-reference their past purchases with new preferences. For example, a customer who previously purchased a sedan and now shows interest in an SUV for family needs could be offered personalized upgrade packages tailored to families.
• Use the data to offer service and warranty renewals to customers nearing the end of their vehicle’s warranty period, creating additional upselling opportunities.
• Target customers who had previously enquired about specific features like fuel efficiency or off-road capability and re-engage them with new models that better meet those preferences.
• Send out personalised marketing emails and offers, such as trade-in promotions for customers who have owned their vehicle for a certain number of years, based on their prior purchase records.
• This integration allowed Summit Motors to enhance the customer journey for both new and returning clients, using a combination of new personal preferences and rich insights from their existing database.

After-Market Upselling Opportunities

By capturing customer preferences during the buying process, Summit Motors used Plezed to identify after-market upselling opportunities such as extended warranties, service plans, and accessories.

For example:

• Customers who indicated “off-road capability” as an important feature were presented with tailored offers for accessories like roof racks, all-terrain tyres, and suspension upgrades.
• Buyers focused on “luxury” were targeted with personalized offers for high-end customizations like premium leather interiors, advanced infotainment systems, and detailing services.
• Environmentally-conscious buyers were given exclusive deals on eco-friendly add-ons, such as solar-powered battery chargers or hybrid-specific maintenance packages.

This approach not only enhanced the vehicle ownership experience but also increased profitability through targeted after-market sales based on individual customer preferences.

Financing Opportunities

Through Plezed, Summit Motors was able to understand customer preferences for financing, allowing them to offer tailored financing solutions:

• Customers preferring dealership financing were offered exclusive low-interest rate deals and flexible payment terms that matched their budget and purchase timeline.
• Those leaning towards leasing received personalized lease options, including longer lease terms or lower upfront costs, designed to fit their driving needs and financial situation.
• Buyers who selected bank financing were provided with a list of partner banks and credit unions offering competitive rates, making the process more seamless.
• Cash buyers were introduced to potential warranty and service package incentives to further enhance their purchase and protect their investment.

By using customer preferences gathered during pre-visit surveys and in-showroom interactions, Summit Motors created customised financing plans for each buyer, increasing both sales conversions and customer satisfaction.

Social Media Tips

Interactive Video Content (Reels)

TikTok & Instagram Reels: Create engaging reels where users can participate in polls or quizzes. For example, create a “What’s Your Perfect Car?” quiz with a reel showcasing various car types (SUVs, trucks, sedans, etc.). Users can be engaged by commenting their preferences, and then directed to a Plezed form for further details or offers based on their responses.

Facebook Reels: Promote test drives by showing short reels of different car models, and include a call-to-action that leads to a Plezed form where customers can share their vehicle preferences to receive personalized deals or arrange test drives.

Polls and Questions in Stories

Instagram Stories: Create interactive polls asking viewers about their vehicle preferences (e.g., “What’s more important to you: fuel efficiency or performance?”). Direct followers to Plezed to share more detailed preferences and receive personalized recommendations.

Facebook Stories: Share polls or quizzes directly on stories and offer exclusive deals for users who interact with the poll and complete the linked Plezed form.

Influencer Partnerships

Partner with influencers who align with your dealership’s audience (e.g., automotive, adventure, luxury, eco-conscious) and have them run campaigns that invite their followers to participate in a “Find Your Perfect Vehicle” quiz via Plezed. Influencers can feature specific models in their reels or stories, prompting their audience to engage with the quiz or polls for a personalized offer.

Use TikTok influencers to create engaging content around the lifestyle that certain cars promote (e.g., adventure vehicles, luxury rides) and invite viewers to interact with the Plezed platform to find their personalized match.

User-Generated Content Campaign

Encourage buyers to share their car-buying experiences using TikTok or Instagram Reels, and showcase these experiences in your dealership’s social media. Users can share how Plezed helped them find the perfect car, generating authentic content that also promotes the dealership.

Offer incentives, such as a discount on accessories or service, to those who submit their content through a Plezed survey or form.

Exclusive Offers via Social Media Ads

Run targeted ads on Facebook and Instagram Reels that direct users to a Plezed form where they can specify their vehicle preferences and receive personalized offers, such as special financing deals or test drive invitations.

On TikTok Ads, you can create engaging, short clips showing the latest models and features, encouraging users to engage with Plezed for personalized recommendations and deals.

Results

• Personalised Customer Experience: Summit Motors delivered tailored experiences for each buyer, leading to higher customer satisfaction and stronger engagement.
• Boost in Sales Conversions: By presenting the right vehicles, financing options, and after-market offers, Summit Motors saw a 25% increase in sales conversions.
• More Targeted Marketing: Marketing campaigns became more effective, with a 30% rise in customer engagement due to personalised outreach.
• Improved Retention and Loyalty: By using data to create meaningful follow-ups, personalised incentives, and after-market upselling, Summit Motors boosted customer retention by 15%.
• Increased After-Market Revenue: Summit Motors’ focus on after-market upselling resulted in a 20% rise in accessory and service plan sales, capitalising on customers’ specific preferences and enhancing the long-term value of each sale.
• Enhanced Financing Opportunities: The dealership saw a 10% increase in customers opting for financing plans, thanks to tailored solutions that fit individual buyer preferences and needs.

Plezed transformed how Summit Motors interacted with customers, making the sales process more personalised and efficient. By asking the right questions, Summit Motors gained valuable insights that improved customer satisfaction, increased sales, identified after-market upselling and financing opportunities, and strengthened long-term loyalty.

Plezed offers dealerships like Summit Motors a competitive edge through real-time data collection and personalised customer engagement – leading to better results, stronger customer relationships, and increased after-market and financing revenues.