AutoPlay now have approx. 70% of kiwi franchise dealerships using our products. This puts us in the position where we have a lot of data about what is happening in the pre-sale space in NZ. Every month AutoPlay will look to bring you the latest benchmarking on where kiwi dealers are generating their Leads, Test Drives and Sales from.
In this issue of Autotalk we take a look at May 2017 which was an “up” month in Leads, Test Drives and Sales when compared to the downer which was April. Overall the number of Leads entered by customers to AutoPlay Sales Pipeline increased by almost 20% from April 2017. Over the same period Test Drives increased by 12.8%, and Sales by 16.2%.
In May, the top source of Leads for kiwi dealers was ‘Web – Classified’ – of which there were 16.2% more Leads from this source than the month prior. The next most prevalent source of leads was ‘Web – Dealer’ – both figures which speak for both the ease of capturing information digitally, as well as the importance of web channels in generating new Leads. As always with AutoPlay dealers the ‘Brand’ was also an important source of leads for dealerships – though brands pushed through fewer leads than they did in April.
In May ‘Direct’ continued to generate the most Test Drives, closely followed by ‘Brand’. This indicates that a lot of the leads that the brands/OEM’s are feeding to their dealership networks are quite valuable, and probably reflects the increased number of leads brands pushed through in April (when all other main sources of Leads decreased).
As expected the top three Sources of Sales closely mirrored the Top Sources for Leads and Test Drives – with ‘Direct’ and ‘Web – Classified’ representing two of the top three Sources of Sales. Like April 2017, ‘Repeat’ business continues to be one of the more effective sources of Sales – supporting the general idea that despite ‘Repeat’ business not being one of the main sources of Leads, they are generally much easier to convert to Sales.
Make sure to check back in next month’s issue of Autotalk to see how kiwi dealerships fared in June. With Fieldays smack bang in the middle of June expect to see a lot of Leads created in AutoPlay.
Matt Darby works for AutoPlay who specialise in pre-sale lead management tools. To find out more about AutoPlay services email firstname.lastname@example.org or visit www.autoplay.co.nz
AutoPlay Sales Pipeline is a pre-sales lead management tool designed for dealerships, dealer groups and automakers