Edmunds.com Adds Price Guarantee, Texting to Mobile App

Edmunds has integrated texting into their mobile app. This advancement announced on May 14, means that customers will be able to text directly with dealers in their area. Using the Edmunds app, consumers can search for a vehicle and decide to initiate a texting conversation in lieu of calling the dealership, sending an email or visiting the lot.

According to Edmunds, this is unlike other texting platforms already in use by other companies. In a press release, Edmunds President Seth Berkowitz said, “…Until now there wasn’t a reliable way to text directly with car dealerships. Edmunds.com’s app seamlessly integrates text messaging to thousands of dealers nationwide, so now consumers can text a sales or service inquiry and receive a timely, customized response from a dealership representative.” This move on the part of Edmunds.com is based on data.

Edmunds released a study, which indicated that 34 percent of consumers prefer to contact dealers via text message. This was compared with 32.5 percent for email and 33.5 percent for phone calls. Edmunds is hoping to use the texting to allow customers to unlock their “price promise.” In this case, consumers would text a dealer seeking the “price promise” on a particular vehicle. The dealer would then respond giving the consumer the price that they are looking for and an option to bring a price certificate into the store to purchase the vehicle. The conversation can begin from that point, if both parties consent. For consumers who don’t want to receive any more texts from the dealer, they reply “STOP” to opt out of the conversation.

In an email to DrivingSales News, Edmunds.com President Seth Berkowitz explained, “The biggest advantage to Price Promise is that it reduces – and sometimes even eliminates – negotiation time. This immediately eases any question that shoppers might have about getting a good deal. Shoppers who seek a Price Promise offer also provide their basic contact information, which opens the door for dealers to immediately engage that shopper in the sales process.”

Edmunds also reports that dealers have seen strong results from the integrated text feature. They reported that the close rate for text leads is 20 percent better than it is for email. The question for dealers is how they will interact with customers when they are texting them? Will the texts read like email or be shorter? What kind of training will the dealer implement to make the most of the texting outreach by would-be car shoppers?

What do you think of Edmunds texting feature and price promise certificate? Have you found success with consumers coming to your store with any sort of price printout? Finally, what do you tell your staff about texting and what kind of training do they have on using it to communicate with customers?