DaimlerChrysler wants to get more directly involved in helping dealers drive better relations with customers. It’s rebuilding its Chrysler Group web sites for the Jeep, Dodge and Chrysler brands to process and store customized data for individual customers. “By improving the consumers’ experience and better understanding their needs, we believe the conversion rate from browsers to buyers will improve,” Jeff Bell, vice president of interactive communications for Chrysler Group, tells Internet Retailer.
Working with web site developers Organic Inc., Chrysler Group will directly connect its three branded web sites to their respective dealer sites, forging a smooth online process for customers who research products on Chrysler’s web sites, then get a price quote and delivery date from their preferred dealer.
"We will execute a strategy that has not yet been successfully implemented in the automotive industry,” Bell says. “We will have our brand sites seamlessly and fully integrated -- from both a technology and user experience perspective."
Bell says the new system will enable Chrysler Group to build customized data, including product information, available inventory at local dealers, and pricing, related to each customer’s research. “Chrysler Group hopes to build deeper and more productive relationships with its customers, making it easier to leverage the Internet and dealers most effectively,” a spokeswoman says.
Bell adds that Chrysler will build this data with full disclosure to customers, who will be required to opt-in to the personal data program. The data will also be kept in personal web folders for customers to access. “We believe this will improve their online experience, and we’ll have an opportunity to know them better with time,” Bell says.
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