MONTEREY, Calif .– (COMMERCIAL THREAD) – Polaris ranked # 1 in the 2021 âOmnichannel PSI for UTVsâ industry study, which for the first time included omnichannel website buying metrics in addition to calculating the effectiveness of the sale in person. The study answered the question, “What happens when UTV customers buy a vehicle by first visiting the brand’s website or a dealership’s website and then visiting a vehicle?” dealer in person? BRP’s Can-Am brand ranked second out of seventeen UTV brands reviewed, followed by John Deere.
The âomnichannelâ approach to shopping and purchasing combines and integrates the online and in-store customer experience. A customer switches from a branded website to a dealership website and begins contacting the dealership to visit the dealership in person. The customer can then go home and return to the websites before committing to buy online or from the dealership in person.
For 17 different brands selling UTVs, Pied Piper measured whether their customer’s omnichannel journey was intuitive, simple to use, easy to navigate, and effective at showcasing products and making buying easier. The metrics from the following four subcategories were combined into a 1,000-point brand score:
- Brand website – Useful digital retail tools provided (11% total score): Have useful online digital retail tools been provided to the customer? Major brands: Polaris, BRP, John Deere; Lower brands: Kymco, Yanmar, CFMoto.
- Brand website – Ease of transition to a local dealership (7% total score): Could customers on the brand’s website easily switch from viewing a desired vehicle to communicating with a local dealership to take the next step? Major brands: Kawasaki, BRP, Kubota; Lower brands: John Deere, Honda, Yamaha.
- Dealer response to website customer inquiries (38% total score): Did the local dealership respond quickly to inquiries from website customers? Major brands: Polaris, BRP, CFMoto; Lower brands: Tracker, Bobcat, Yanmar.
- Dealership Sales Effectiveness In Person At Dealer (44% Total Score): Have dealership employees and dealership processes leveraged what the customer has already accomplished online, to deliver a seamless, consistent, effective and efficient customer experience in person at the dealership? Major brands: John Deere, BRP, Polaris; Lower brands: Kymco, Cub Cadet, Yanmar
Pied Piper measured dealership response to UTV website customers by submitting customer inquiries through a combination of brand and local dealer websites, asking a question about a vehicle in stock, and providing a name. customer service, an email address and a local phone number. Pied Piper then assessed the dealership response via email, phone and text over the next 24 hours. Pied Piper also sent in-person ‘mystery shoppers’ to UTV dealerships nationwide, measuring how efficiently the dealership was interacting in person, as well as whether the dealership recognized and relied on the online purchases the customer had. already done.
âToday, UTV customers face big differences in the shopping experience by brand,â said Fran O’Hagan, President and CEO of Pied Piper. âSome UTV brands have added digital retail shopping tools and are working with their resellers to encourage rapid response to inquiries from website visitors, while other brands have yet to embrace omnichannel selling. The Pied Piper Omnichannel PSI for UTV study shows that brands and resellers who pay close attention to the four subcategories of omnichannel selling are the ones who sell most effectively to customers today.
About the prospect satisfaction indexÂ® (PSIÂ®)
The 2021 Omnichannel PSI for UTVs Industry Study (USA) was conducted between September 2020 and August 2021 by completing a combination of website inquiries and in-person sales effectiveness metrics for a sample of 3 584 dealers nationwide representing all major brands of UTVs. Examples of other recent PSI studies are the PSI-Internet Lead Effectiveness 2021Â® (ISLEÂ®) U.S. Motorcycle / UTV Industry Study (The Harley-Davidson brand was ranked # 1 for Dealer Response to Web Inquiries) and the 2021 Omnichannel Automotive Industry Study for electric vehicles (the Chrysler brand, selling the Pacifica plug-in hybrid, was ranked first). The full results of the PSI industry study are provided to automakers and national dealer groups. Manufacturers, national dealer groups, and individual dealers are also ordering PSI assessments – in person, on the website, or over the phone – as tools to measure and improve the effectiveness of their dealers’ omnichannel sales. For more information on how the Prospect Satisfaction IndexÂ® (PSIÂ®) metrics and reports are used to improve performance, go to www.piedpiperpsi.com.
About Pied Piper Management Company, LLC
Founded in 2003, Pied Piper Management Company, LLC is a Monterey, California, United States company that helps brands and manufacturers improve the omnichannel performance of their retail networks. Go to www.piedpipermc.com.