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Foot Traffic Analytics

How foot traffic software can boost your dealership’s bottom line

Written by Brett Stephenson
Sep 5

Trying to improve your performance without measuring dealership foot traffic is futile. Whether you’re hoping to run a kilometre in less than two minutes, or improve your dealership's ROI, the secret to success lies in having access to data. The majority of dealerships measure their sales, but this is only one part of the bigger picture.

Even the most profitable dealership can amplify its offering, but only if you’re able to identify the why behind the what. For instance, one of your dealerships may be raking in the profits, but this could be down to a number of factors, like location, the demographics of that particular customer base, or the fact that a super-star salesperson is in charge of an enthusiastic team. In other words, pinpointing the reason behind your success (and failure) is essential.

One of the major influencing factors when it comes to generating a profit has nothing to do with you, and everything to do with your customers.

Your customers, and the interaction they have while in your dealership, essentially dictate whether you make a sale or not, which is why you need to be measuring their activity in dealership. You need to know how many people are coming through the door at any given time, and importantly, how long they’re engaging with your staff. One of our clients, an automotive dealer group, used our dealership foot traffic software to do just that. The insights they uncovered were invaluable. 

Blix Traffic identified that the longer someone spends in a dealership, the more likely they are to make a purchase.

Using our dealership foot traffic software, which monitors visitor flow via wifi pings, our client was able to determine how long each customer spent in the dealership, and then compare this to the daily sales numbers. What’s more, they were also able to see that in one dealership in particular, as unique visits increased, the bounce rate did too. So while foot traffic increased, visitors were arriving and then leaving shortly thereafter. Thanks to historical data collected by our foot traffic software (indicating that a longer dwell time typically results in increased sales), our client needed to ensure that once customers had entered the store, staff were able to engage them long enough to close a sale. They were then able to ask questions like: ‘Are employees managing increased foot traffic sufficiently?’ ‘Is there a shortage of sales staff on the floor?’ ‘Is our sales training insufficient?’. Thanks to this data, they’re now able to tweak their sales strategy accordingly.

The moral of the story? Being able to collect and analyse data regarding foot traffic trends and patterns is essential when attempting to optimise dealership performance and ultimately, your bottom line. Our people counters measure walk-ins, dwell time, bounce rates and walkbys, and have helped numerous companies optimise their sales performance. Find out about Blix Traffic store performance whitepaper, and how it can transform your business bottom line, here.

 

Download our automotive white paper - The Economics of Good Service

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