SOURCE: ChannelNet


December 15, 2010 09:00 ET

ChannelNet Launches Mobile Auto to Connect Car Shoppers on the Go

SAUSALITO, CA--(Marketwire - December 15, 2010) - With the launch of Mobile Auto, ChannelNet, a leader in multichannel customer engagement, supports automotive brands and dealers reach customers on the go. "Currently, 20 percent of in-market vehicle shoppers visit an automotive web site from their mobile device. This figure is expected to increase as the proliferation of smartphones continues," says Arianne Walker, director of automotive research at J.D. Power and Associates. "Having a mobile site isn't enough; mobile sites with satisfying usability help increase the likelihood of shoppers to test drive, thus driving traffic to the dealership -- which is the ultimate goal of a website."

In today's competitive auto market, a well-developed multichannel approach now includes mobile. If a customer is in the market for a new vehicle or on the road and in need of repairs, locating the nearest dealer is critical. By keeping in touch and readily accessible through mobile devices, manufacturers and dealers build relationships with customers who are more likely to return for the next purchase.

"It's not just about deploying your typical web site functionality on a mobile device. Sites must have satisfying usability to encourage shoppers to take action, whether it's a test drive or a servicing event," says Paula Tompkins, ChannelNet founder and CEO. "Key features that auto manufacturers and dealers need to include in their mobile web site are inventory pages, coupons, contact forms, service scheduling, and mapping. A well-integrated multichannel approach that includes mobile will ensure shoppers and owners come back to the dealership for all their vehicle needs," says Ms. Tompkins.

Mobile web sites need to satisfy a variety of parameters to ensure that it gives a quality user experience. They must be reliable and accessible. For example, faster mobile web site load time ensures that prospective customers can quickly browse thereby increasing the chances of a lead. Keeping mobile web site navigation simple helps customers find and act on information quickly that meets their needs. A good mobile web site page layout enables customers to view information about new and used car inventory and services offered by dealers quickly and easily. 

ChannelNet's patented SiteBuilder™ Web platform provides all of the key functionality out of the box for Mobile Auto. Developing a stand-alone mobile web site that optimizes the proliferation of smartphone operating systems can be a full time job for auto marketers. SiteBuilder is designed to work across all major smartphone operating systems including iPhone, Blackberry and Android.

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, 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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