icon-branding Events Icon Created with Sketch. Inventory Icon Created with Sketch. icon-mail-hovericon-mail Marketing Icon Created with Sketch. icon-operationsicon-phone-hovericon-phone Product Training Icon Created with Sketch. Sales Icon Created with Sketch. Service Icon Created with Sketch. icon-social-fb-hovericon-social-fbicon-social-google-hovericon-social-googleicon-social-linkedin-hovericon-social-linkedinicon-social-rss-hovericon-social-rss icon-social-twitter Created with Sketch. icon-social-twitter-hovericon-social-twittericon-social-youtube-hovericon-social-youtube
Digital Retailing - Success Stories - Mike Maroone - Cox Automotive Inc.

better experience.
more profitable deals.

See how Mike Maroone Automotive Group created a better customer experience and more profitable deals with Cox Automotive Digital Retailing.

Mike Maroone Automotive Group

KEY PERFORMANCE INDICATORS

(Over a one-year period since implementation)

0 K+
average website impressions per month
0 K
payment impressions increase per month
0 %
submitted leads interacted with F&I menus
0 %
closing ratio on digital retailing leads

*Source: Cox Automotive DDC Analytics Digital Retailing Report March 1 – March 31 2019 Dealer.com websites with Digital Retailing, KBB.com and Autotrader.com

Capitalizing on digital disruption

The Mike Maroone Automotive Group operates five stores in Colorado Springs, Colorado, and one in West Palm Beach, Florida, with plans to expand further in Florida. The group has thrived for over 50 years in part by adapting to changing market conditions. So, it makes sense that they decided to meet the growing need of consumers wanting to do some, or all, of the buying steps online. The group capitalized on the opportunity and implemented Cox Automotive Digital Retailing across its stores in Spring 2018.

“Consumers want to see deeper down into their auto transaction. Online, they can be honest with themselves about what they can afford without any intimidation.”

JOE NEGRI
DIRECTOR OF MARKETING & ADVERTISING
MIKE MAROONE AUTOMOTIVE GROUP

“The integration between Cox Automotive systems is seamless. When systems talk the same talk and walk the same walk, we can see all the valuable downstream data in one place.”

JOE NEGRI
DIRECTOR OF MARKETING & ADVERTISING
MIKE MAROONE AUTOMOTIVE GROUP

Prioritizing systems that speak the same language

The group’s management team evaluated several digital retailing solutions, but no provider could come close to Cox Automotive system integrations. The digital retailing tools worked seamlessly with the group’s VinSolutions Connect CRM, Dealertrack DMS, inventory solution, and their Dealer.com website. They also enabled digital retailing on their Autotrader and Kelley Blue Book listings.

As a result of these tight integrations, the group saved time in implementation, worked more efficiently to close deals faster, and gained visibility into a common set of data to deliver a better customer experience

Training staff for digital retailing

To make digital retailing a success, the group had to seamlessly connect its online storefronts to the in-store experience. After all, it would only frustrate customers and hurt the process if steps done online had to be repeated on the floor. The sales staff was specifically trained for digital retailing and learned how to follow the shopper’s “digital bread crumbs,” or online path, so they could pick-up the deal in-person exactly where the customer left off online.

By honoring work done online, sales people created customer relationships based on trust and transparency, and avoided “race to the bottom “pricing wars.

“The ability to follow the digital bread crumbs and see the path of the customer is very, very important. It’s about knowing the customer.”

JOE NEGRI, DIRECTOR OF MARKETING & ADVERTISING
MIKE MAROONE AUTOMOTIVE GROUP

“Our Performance Manager is a big-time asset. We look to him for best practices, product knowledge, efficiencies, profitability, and setting us up for success.”

JOE NEGRI
DIRECTOR OF MARKETING & ADVERTISING
MIKE MAROONE AUTOMOTIVE GROUP

Leveraging on-site, pro-active expertise

A dedicated Cox Automotive Performance Manager helped set up the group for digital retailing success. The Performance Manager traveled to the dealership to provide on-site, hands-on, real-world training experiences. He worked proactively with the group to share best practices, marketing and branding strategies, and proven workflow tips. After initial implementation, he was always available to help tweak the sales process and workflow to maximize profit.

Promoting a faster, easier, buying experience

The group created a brand for its digital retailing experience, and a marketing and promotions plan to get the word out to shoppers. Branded webpages touted the “Fastest way to purchase your next vehicle” in three easy steps: Shop inventory, calculate your terms, and send us your offer.

Advertising through various channels including television, radio, and third-party listing sites, promoted the tagline “From our website to your driveway.”

These promotions contributed to greater website engagement and impressions, while differentiating the group from others in its market.

“There is no question we are driving impressions. We’re averaging between 12,000 and 15,000 website impressions a month.”

JOE NEGRI
DIRECTOR OF MARKETING & ADVERTISING
MIKE MAROONE AUTOMOTIVE GROUP

“When a digital retailing lead comes into the store, it’s a slam-dunk. They close at a higher rate and yield more profit.”

JOE NEGRI, DIRECTOR OF MARKETING & ADVERTISING
MIKE MAROONE AUTOMOTIVE GROUP

More engagement and better deals with more profit

Engagement with digital retailing tools proved the group was giving consumers what they wanted. Over one year, payment impressions increased up to 40,000 per month. At the group level, more than 80% of the submitted leads interacted with F&I menus. Displayed trade-values and engagement on third-party sites also increased.

With Cox Automotive Digital Retailing, a defined sales process, and multi-channel promotions, Mike Maroone Auto attracted more buyers and achieved up to an 80% closing ratio on digital retailing leads.

MORE SUCCESS STORIES

sap 04.16.17 driversvillage audi cicero 3904
Driver's Village
Frankman team
Frankman Motor Company
Tom wood testimonial video 5
Tom Wood Lexus

Learn how to accelerate your sales

Demo Digital Retailing today!

autotrader logo
For personalized training, please contact your Dealer Success Consultant or email drhelp@coxautoinc.com

©2019 Cox Automotive. All Rights Reserved.