When GoMoto CEO Todd Marcelle entered the automotive sales field, he evaluated the customer experience at the dealership level. He quickly realized there was an opportunity to improve that process with the right technology. “If you’ve ever bought a car, you’re probably well aware of the tribulations of going through the car-buying experience,” Marcelle said. “We wanted to bring in the modern retail experience into the dealership world,” he said. “The best way to do that was to create a technology that both a customer and a sales associate would be comfortable using.”
GoMoto and Meridian worked together to improve the car buying experience with self-service kiosks. The self-service solutions increase customer engagement, decrease transaction time and provide transparency to the buying process. When a customer enters the dealership they can use the kiosks to enter their contact information, which then guides them through a series of questions. The kiosk gathers their license information, phone number and email address, and pre-qualifies the customer without affecting their credit score. Once the customer is qualified, the kiosk displays only the vehicles in the dealer’s inventory that meet those qualifications. Customers can then click through and learn more about specific vehicles with pictures, videos and accident history reports.
Several hundred dealerships are currently utilizing the self-service kiosks across the country. The solution also tracks 98 percent of dealership floor traffic and captures key analytics, including peak times in the showroom, the performance of sales representatives and the advertising platform that brought in customers. Based on the success of the collaboration, GoMoto and Meridian are expanding their partnership to other potential automotive applications, including oil change shops, tire stores and service centers.