SOURCE: ChannelNet


January 19, 2011 09:00 ET

ChannelNet Launches Mobile Auto for a Lasting Experience

SAUSALITO, CA--(Marketwire - January 19, 2011) - With the launch of Mobile Auto, ChannelNet stands ready to support its automotive clients as they design solutions for customers on the go. A recent J.D. Power and Associates study found that while less than 20 percent of auto shoppers visit sites via mobile phones, the trend is gaining traction. Of note to auto manufacturers is that nearly 70 percent of people looking at automotive sites on mobile phones are looking at manufacturer sites. The industry is paying attention to these emerging behaviors.

Whether kicking the tires, taking a test-drive, or ready to buy, 90% of car shoppers worldwide end up at a dealership only after researching online. Accordingly, auto manufacturers and dealerships have focused their web resources to attract customers for the sale. However, increasingly dealership web sites are doing more to stay in touch with customers after they drive off the lot. Mobile devices are particularly useful when designing customer experiences that keep customers coming back throughout the vehicle life cycle.

A well-developed multichannel approach is a starting point for a customer-dealer relationship that extends beyond the purchase. A typical consumer buys a car roughly once every four years and in that time the car will need to be serviced anywhere from 6 to 12 times. On a mobile device, ongoing interactions become easy and convenient; service alerts, maintenance scheduling, lease status are prime candidates for mobile-enabled tasks. If a customer is on the road and in need of repairs, locating the nearest dealership or service center is critical. By keeping in touch and readily accessible throughout the vehicles' life, manufacturers and dealerships build relationships with customers who will be more likely to return for the next purchase.

"It's not just about deploying mobile functionality. Sites must have satisfying usability to encourage shoppers and owners to take action, whether it's a test drive or a servicing event," says Paula Tompkins, ChannelNet founder and CEO. "Consumers are extremely open to using their mobile devices to research, shop, or to schedule servicing. A well-integrated multichannel approach that includes mobile will have customers back at the dealership for all their car needs," says Ms. Tompkins.

About ChannelNet:
For 25 years ChannelNet has been the leading provider of multichannel marketing solutions for the home improvement, automotive, retail, and financial services industries. ChannelNet's patented software, SiteBuilder™, allows customers to conduct research online and complete transactions either online, at a store, through a call center, or on a mobile device. ChannelNet has created thousands of solutions for hundreds of companies worldwide including BMW, Hunter Douglas, Ford Motor Company, Benjamin Moore Paints, Hyundai, Kia, Saks Fifth Avenue, Volkswagen, College Pro, World Omni Financial Corp., California Closets, Harman Kardon, Motorola, Hallmark, and many others. ChannelNet is a privately held company based in Sausalito, California and Detroit, Michigan. ChannelNet's solutions include networks of corporate, brand and sales channel web sites, personalized microsites, guided selling tools, and communication portals. Visit for more information, and follow frequent updates on Twitter (@channelnet) and Facebook (ChannelNet).

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