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1. Conquering the Battle for
Millennial Buyers
Doug Van Sach
VP Analytics & Data Services

2. Agenda
• Study overview
• Attracting buyers
• Engaging leads
• Closing the deal
2
Attract
Engage
Close
Dealer Leads

3. Challenge - Dismal Lead Conversion
3
15% Make Appointment
6% Buy a Car
Dealer Leads
$
Source: AutoLoop analysis of 1M
leads

4. Challenge – Low Level of Loyalty
4
5% Lower 12% Lower
Source: AutoLoop analysis of 2M dealer
customers

5. Conducted Studies to Provide Direction
5
2017 AutoLoop-XRM
Lead & Unsold Prospect Study
Finalist
2017 AutoLoop
Automotive Digital Engagement (ADE) Study
o 15M communications
o 1M leads
o 60K surveys
o 10M digital interactions
o 4M dealer customers
o 1K surveys

6. ATTRACTING BUYERS

7. Replace Vehicles More Frequently
7
Source: AutoLoop Automotive Digital Engagement Study
+6 Months -3 Months

8. Reputation Drives Store Choice
Source: AutoLoop Automotive Digital Engagement Study (1,000
survey responses)
8

9. Life Changes and Options Drive Vehicle Choice
9
Source: AutoLoop Automotive Digital Engagement Study (1,000
survey responses)

10. Recommendation #1: Customize Timing and
Messaging of Marketing
Target early in loan period
Build and promote reputation
Advertise right features and give them options
10

11. ENGAGING LEADS

12. Maximize Response with Mobile
12
Source: AutoLoop-XRM Lead & Unsold Prospect Study (10M
channel contacts)
Millennials
Same
+7%
+13%

13. Create More Opportunities for Engagement
13
Source: AutoLoop-XRM Lead & Unsold Prospect Study (10M
channel contacts)

14. Use the Right Language
14
Source: AutoLoop Automotive Digital Engagement Study (1,000
survey responses)

15. Recommendation #2: Expand Reach and
Frequency
Mobile first, omni-channel approach
Frequent engagement
Millennial-friendly language
15

16. CLOSING THE DEAL

17. Follow-up after Each Visit
53%
47%
Had
follow-
up
No
follow-
up
15%
26%
Unsold
Prospects
Post-Visit Purchase Rate
Source: AutoLoop-XRM Lead & Unsold Prospect Study (60K surveys
with leads)
81%
Lift in Purchase Rate
45%
Non-Millenial Millenial
17

18. Follow-up Quickly
Source: AutoLoop-XRM Lead & Unsold Prospect Study (60K surveys
with leads)
18

19. Address Price and Payment Gaps
Source: AutoLoop-XRM Lead & Unsold Prospect Study (60K surveys
with leads)
19

20. Equity Makes a Significant Difference
20
60%
Lift in Vehicle Sales
Equity-Based Communications
Source: AutoLoop Automotive Digital Engagement Study (1,000 survey response
Source: AutoLoop-XRM Lead & Unsold Prospect Study (10M channel
contacts)

21. Strategy: Sell More Faster with Equity
Follow-up FAST!
Address price and payment gaps
Enable associates with equity throughout the dealership
21

22. Summary
•Customize timing and messaging of marketing to Millennials
•Expand reach and frequency with mobile-first approach
•Sell more faster with equity and prompt follow-ups
22

23. Thank You
Doug Van Sach, VP Analytics & Data Services
dvansach@autoloop.com
www.linkedin.com/in/dougvansach