With over 17 years of experience in the luxury car market, General Manager Enver Kaba had seen just about every software provider come and go. In 2017, he made the decision to move the entire dealership over to the DealerSocket platform to gain speed in their daily operations. By connecting DealerSocket CRM, DealerFire, and Inventory+, the dealership was able to bring their digital showroom and sales process to life.
The John Eagle Group of Dealerships has been serving the Dallas market since 1962, primarily dealing in luxury vehicles. In 2000, Aston Martin of Dallas opened its doors, as well as opportunity in the Dallas market for luxury car buyers.
Luxury car dealerships are a unique component to the digital automotive space because they don't garner as much attention as the high-volume brands that seem to control and guide the software market, whether good or bad. When Enver Kaba took over as General Manager, he decided that they needed to be on the leading edge of digital, especially with their website platform.
Enter Dealer.com, at the time considered the most progressive digital agency for websites and marketing in the industry. As a luxury franchise, Aston Martin of Dallas was not necessarily mandated to use one provider over another, compared to their high-volume counterparts. This gave them the flexibility they needed to feature high-resolution images of their show-stopping vehicles, like the Vantage, DB11, and BDS.
But, after a few years of being on the service, they decided that they had to be even more forward-thinking, and start to influence the rush of mobile visitors that had been ramping up on the website. How could they stay fast, efficient, and ensure their vehicles were merchandised properly?
CRM, DEALERFIRE & INVENTORY+
While the Dealer.com website had served its purpose over the years, the dealer group had noticed some decreases in lead submission, as well as limited capabilities to develop engaging content and merchandise their luxury vehicles. The primary component of their website had to be the featured vehicles, and the picture viewer was not up to the task at the time. The dealership is very experiential and requires a unique perspective for website users that have not yet been to the store.
"Things change with luxury cars. Things need to be pulled or completed quickly, and you can't do that with most other systems." says Kaba.
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Aston Martin of Dallas needed to move to a website provider that could be as agile as they were. After some time interviewing candidates, they landed on DealerFire, who at the time had just joined the DealerSocket family of connected products, including CRM and Inventory+. After being launched on DealerFire's website platform, they were able to quickly turnaround marketing and asset requests with the support team, as well as manage a lot of the website's properties internally.
“For us, it's very important to be able to do things on the fly." says Kaba.
The website focuses on minimalism from a call to action standpoint, emphasizing the vehicles, themselves and adding pertinent information that the luxury car buyer finds useful. It also helps that the dealership has a completely custom imaging booth that can capture high-resolution images of their stunning automobiles. These images are then uploaded to Inventory+ and sync'd in real-time to the DealerFire website.
"Most of the shopping is done outside of the dealership now. As beautiful as our showroom is, the showroom is online and that's the biggest showroom, and it's open 24/7. Your online showroom has to be just as visually impressive, and that, we get with DealerSocket."
The efficiency gained from connected DealerSocket products has paid off for Aston Martin of Dallas. They've realized increases in traffic acquisition, like a 34% increase in organic year-over-year, as well as on-site engagement indicators, like an 18% lift in conversions.
The focus of 2019 was all about ensuring information and data was flowing across the platform properties effortlessly. From the time a vehicle was entered into Inventory+, to the time it receives a lead on DealerFire, and creates a sales opportunity in CRM, everything needed to be working in unison.
2020 will bring an entirely new project, as the dealership is moving over to the newest DealerFire website platform, Engine6, for an enhanced focus on speed and mobile-optimization. The dealer will be touting mobile load speeds under 1 second on 4G devices, and even easier to use mobile-optimized forms.
The dealership, and Kaba in general, hopes to see even more results come from the upcoming product integrations between CRM and DealerFire, including Web Text to SocketTalk, to activate a new communication channel for prospective customers.
INCREASE IN ORGANIC TRAFFIC
INCREASE IN WEBSITE CONVERSIONS
INCREASE IN DALLAS METRO AREA TRAFFIC
INCREASE IN CLICK TO CALL EVENTS
"We get a lot of action from our website, which is great, because it means that our SEO/SEM is working, and that has a lot to do with the provider."