Page 12 - GIADA-Jan-2018-Final

How to Leverage Geofencing

to Boost Conquest Sales

Geofencing is a tool that’s here now, and it’s time to

make it part of your dealership’s marketing and sales strategy

By Steve Stepanek

Achieving vehicle sales and service goals (RFID) technology to define geographic services, and have a mobile app open.
is becoming increasingly difficult. Your boundaries. Passive geofences are always on, and rely
current customers may be looking at other on Wi-Fi or cellular data instead of GPS
options, while those that you’re trying In other words, these technologies can or RFID, working in the background on a
to win over are targeted by all of your recognize where a phone is located, and mobile device.
competitors. when the phone enters the defined area.
Marketing applications
New strategic marketing initiatives are For example, we often see GPS phone Brands and business of all types can text an
needed to succeed in today’s competitive tracking used on TV crime serial shows. opt-in prospect or customer an offer when
environment. That’s where geofencing can With it, triggers are set up that alert an that individual’s smartphone enters or exits
help boost your sales floor and service lane administrator when a smartphone enters or a defined geographic location.
traffic and sales. exits a defined boundary.
An example of this is a convenience store
What is geofencing? Geo-fence boundaries can be active or texting food and beer offers to a boater’s
Geo-fencing uses smartphone cellular data, passive. Active geofences require the owner smartphone when that person enters a
GPS, and radio-frequency identification of a smartphone to opt in to location geofenced boat-launch area. Similarly, a

10 | GIADA Independent Auto Dealer JANUARY 2018