Aubrey Amborn, InteractRV sales director, conducted a seminar at the RVDA Convention/Expo in Paris Las Vegas about enhancing RV industry service and parts sales online
The session focused on promoting parts and services via the internet.
Jennette Lewis, director of sales for West Zone at NTP-Stag and Mark Miller, NTP-Stag staff development trainer, joined Amborn during the presentation.
Amborn began by inquiring how many attendees worked at RV dealerships and whether they provide sufficient online services. She said although dealers do a “wonderful job” promoting their vehicles, more dedication is needed for parts and services.
“If everyone agrees it is about 20% of your business profits,” Amborn said, “I would make sure the World Wide Web and Google knew about my service and parts.”
She said dealers have not taken enough time to promote service and parts.
“How many of you think you cannot compete with eBay and Amazon?” Amborn asked. “Guess what? You can.”
The three speakers emphasized the need to leverage the playing field by keeping consumers loyal.
Behavioral re-targeting and geofencing—location-based technology using GPS, Wi-Fi or cellular data to create a virtual perimeter—can trigger marketing action, including a text or email, to connect with consumers.
Lewis said she observed and heard RVers at campgrounds discussing aftermarket parts.
“They are walking around and seeing all kinds of parts,” she said, “and their first question is, ‘Does my dealership have that? How do I get that?’”
According to NTP-Stag, the majority of parts dealers order are consumables.
Online service quotes, a well-stocked virtual parts store, plus text and chat options are ways retail store managers are connecting with consumers before they enter the store.
Lewis said when a dealer partners with a program that uses InteractRV services and has a distributor backing it, over 800 suppliers and 185,000 SKUs become available.
“That breadth of product is available to the consumers,” Lewis said, “so they can now walk through a virtual door, through your website.”
Amborn asked attendees to consider their dealerships’ proximity to campgrounds and tourist tracks where RVers visit, such as the Talladega auto racing facility in Alabama, and whether their Wi-Fi service is poor.
“They get on their phones,” she said, “and ask where they can get an extender or cell-phone booster. Then they show up at your business.”
The speakers recommended dealers look at weather websites, in addition to social media platforms, as sites where they should advertise.
According to Amborn, there are three primary types of personas among RVers: the loyal longtime consumer, the traveler and the first-time buyer. Dealers must align their marketing strategies with each type.
To stress the need, Miller said his 80-year-old father uses websites and apps.
“Five years ago, the iPad was a scary thing. The phone, that was a scary thing,” Miller said. “Now, he does everything online. He looks it up, he researches it, and then he goes to the store and buys it.”
Amborn described herself as a busy wife, mother, grandmother and yoga teacher whose time is valuable.
“I will not answer a phone call (from a business), but I will answer a text,” she said. “I am going to do my research before I make a trip to your store. I need to know I can get something from you quickly.”
Consumers can be swayed, Amborn said. If a dealer provides information in the way consumers want it to be—texting, chatting online, with inventory and pricing—consumers can see all the necessary details and know they can get the product.
Lewis said connections are a matter of timing, particularly for consumers who use their phone and laptops late at night.
“I am willing to pay a higher price from somebody I trust and have a relationship with,” Lewis said, “but I need the convenience. I am able to pull out my phone at 9 p.m., search online, place an order and have it coming.”
Additional communication considerations are based on geography and the current season. Winterization is currently a priority in northern climates, so promoting winterization products to consumers fills an immediate need.
Amborn, Lewis and Miller all highlighted the importance of offering insurance and warranty services, partnering with mobile technicians and reading and responding to consumers’ reviews. According to InteractRV research, 80% of consumers look for websites with reviews.
“If you do not do these things,” Amborn said, “someone else is going to, which is loyalty transfer.”
The session ended with Amborn’s reiterating her call to action for dealers to upgrade and expand their online presence and customer engagement.
