Rollick, the leading provider of marketing technology solutions for the RV, Marine, and Powersports industries, has officially announced the launch of significant enhancements for its RollickNurture product.
According to certain reports, the stated enhancements arrive bearing an ability to maximize consumer engagement, and at the same time, drive sales, thus providing dealers and OEMs with advanced nurturing functionality.
To understand the significance of such a development, we must take into account how RollickNurture has quickly risen up to become one of the most important solutions in its concerned field , with more than 1,000 dealers now incorporating it into their sales development process.
To further contextualize things, we must touch upon one Rollick’s Future of Buying study, which surveyed over 27,000 recreational shoppers. The stated study basically revealed that 52% of the surveyed digital shoppers expect personalized emails that address their specific questions, whereas on the other hand, 65% prioritize a same-day response.
“We are committed to delivering a nurture product that maximizes consumer engagement and helps move them along in the process to deliver a sale ultimately,” said Pete Eppele, Chief Product Officer at Rollick. “These enhancements we’re making to RollickNurture are a testament to our dedication to providing dealers and OEMs with the tools they need to succeed in today’s competitive market.”
Talk about Rollick’s new enhancements on a slightly deeper level, we begin from the one focused on inventory inclusion, something which gets nurture emails to include links to inventory listings on the dealer’s website that match the shopper’s vehicle of interest. More on the same would reveal how this particular upgrade is designed to generate increased engagement and incremental leads.
Hence, with relevant inventory now on full display, dealers can keep consumers engaged and interested in their offerings.
Next up, there is the prospect of customized content. This translates to how dealers have greater flexibility of customizing content within their emails. These personal touches, in case you weren’t aware, have proven to increase engagement and provide a more tailored lead follow-up experience.
Another detail worth a mention is rooted in the availability of refreshed email styling and improved mobile layout. You see, nurture emails have been redesigned based on OEM and dealer feedback. On top of that, they have also been enhanced to offer a better experience on mobile devices.
Having referred to these newly-launched features, we now must turn our attention towards some features that are set to come out in the near-term.
These features include Owner Nurture Streams. In the context of nurtured leads that convert to a tracked sale, dealers will now have another “set and forget it” way to stay engaged during the ownership stage. Basically, this new email stream will contain CTAs to drive service appointments, parts, and accessories purchases, while simultaneously repeating vehicle purchases.
Not just that, all owner-nurture activity will be tracked to let OEMs and dealers see the product’s impact and drive long-term revenue.
After that, Rollick is planning to bolster adaptability specific to the customer, their vehicle of interest, and their buying journey. As for where this adaptability could help, the possible use cases pack together currently available promotions supplied by OEMs, financing providers, and even the company itself. In fact, during the early deployment, this feature grew click-through rates by 30%,
Alongside that, there is the use case of localized imagery, meaning nurture emails will contain imagery that reflects the shopper’s location and vehicles of interest.
Rounding up highlights would be an aspect focused on generating behaviour-based content, which enables relevant emails to reflect known data regarding the prospect (i.e., if they are a prior owner) and the activities completed by shoppers who used RollickEngage on an OEM or dealer’s website.Â
Expanding upon that, emails can also contain Calls to Action (CTAs) to drive users back to a RollickEngage module, all for completing more activities, indicating they are further along in the buying process.
“RollickNurture has had a tremendous impact on our closing rate. The future ability to further personalize our emails and include promotions has the potential to significantly improve an already great product,” said Sam Dobson, the General Manager at DTM Powersports.
