As originally appeared in Scala on July 16, 2024
Author: Scala Team
In May, Alison Rank, Director of Enterprise Accounts at Scala, attended the Women in Automotive conference in Colorado. She sat down to discuss with us her overall experience there, what she learned, and what Scala can provide to the automotive industry.
QUESTIONS
Q: What kinds of conversations were you engaged in with other attendees while attending Women In Automotive?
A: The conversations covered a wide range of topics. Everyone at the conference was genuinely focused on making deep connections and uplifting each other. This atmosphere was set by the board and leaders, who treated each of us as special, unique individuals throughout the three days.
Each session encouraged dialogue rather than just presentations. We openly discussed the opportunities and challenges in the automotive industry, collaborating on ideas for improvement. Our conversations covered the future of automotive and ways to enhance the experiences of customers, employees, OEMs, and the industry as a whole.
We also had the chance to sign up for board dinners, which provided a more intimate setting to connect with board members and other attendees. These smaller gatherings allowed us to share personal insights on our experiences with the car-buying process and being women in the automotive industry. The conference was incredibly cohesive and well-rounded, unlike any other I’ve attended before.
Q: What were your biggest takeaways from the event?
A: I had so many! The first keynote by Subi Ghosh, Executive Vice President of Strategic Partnerships & Marketing at Stream Companies and Partnerships Chair at Women of Color Auto Network, was incredibly impactful. A major takeaway from her session was the power of showing three acts of kindness to everyone you want to connect with. This means helping someone without any agenda, giving a genuine compliment, or celebrating something they did or said that resonated with you. This approach builds strong bonds and fosters organic problem-solving and collaboration.
Another key takeaway was the importance of being guided by data. Tara Rego, Director at Spectrum Reach, emphasized this in her talk. Understanding your clients through data—such as who is coming into your store, what they’re interested in, their TV viewing habits, and their interactions with complementary or competing products and industries—enables you to tailor your approach to resonate with them and drive engagement.
Q: How has the automotive industry evolved technology-wise, and how can our solutions organically fit into the space? How can our solutions be implemented best?
A: The automotive industry has seen significant technological advancements, particularly in enhancing the online car-buying process with advanced personalization. The key opportunity now lies in bridging the gap between online and in-person experiences, ensuring the same level of personalization and excellence.
Studies mentioned during the conference highlight the importance of customer experience: 75% of customers are willing to spend more and buy from companies that provide a great experience, while 76% will stop doing business with a company after just one bad experience. Additionally, 92% of surveyed dealers view client experience success as extremely important. This presents a tremendous opportunity and a critical area of focus to excel in.
To implement our solutions effectively, we need to ensure they integrate seamlessly into both online and in-person interactions, providing a cohesive and personalized customer journey. Scala focuses on delivering outstanding experiences at every touchpoint. We can meet the high expectations of today’s consumers and drive success in the automotive industry by Leveraging the STRATACACHE global family of innovative, complementary technologies. Imagine this: a dealership equipped with sensor technology and integrated with the dealership management system (DMS) can identify specific customers or car make/models the moment they drive onto the lot. This allows the dealership team to offer a personalized welcome and anticipate each customer’s needs right from the start.
The Scala data integration capabilities play a crucial role in this ecosystem, seamlessly linking advertising and consumer data at both macro and granular levels. As this ecosystem evolves, fueled by advancements in machine learning and rich customer insights, the potential to personalize and enhance the experience for both customers and the automotive team becomes limitless.
Q: What would you say dealerships are prioritizing most?
A: Dealerships are focusing on creating personalized, integrated interactions that seamlessly transition from their websites to the in-person dealership experience. The goal is to meet each customer where they are. Some customers enjoy spending time in the dealership exploring options, while others prefer to do their research online and come in only to test drive a specific car. The priority is to offer a personalized, consultative experience where every individual feels seen, known, and empowered.
Q: What was the most innovative or interesting idea you heard while attending Women in Automotive?
A: The concept of the Science of Storytelling, particularly Neuro Synchronization, discussed by Jake Stacey, Executive Vice President Sales, Effectiveness, and Training, stood out as incredibly interesting. Stories are 22 times more memorable than facts and are highly effective in promoting behavior change. When we share stories effectively, the neural activity of the storyteller and the listener synchronizes.
In the competitive car-buying process, achieving Neuro Synchronization with customers through meaningful stories can make a significant difference. Sharing stories about how and why your brand, dealership, service center, or auto body shop—and the amazing people who work there—can be trusted and relied upon can foster customer loyalty and influence their purchasing decisions.
Q: What parallels did you find between the automotive industry and other industries? Are there any adjacent industries that overlap?
A: Absolutely, the automotive industry is a key part of the broader retail and service sectors. There are significant parallels, particularly in the use of data and tools to personalize and reach consumers. This approach spans various industries, from Quick Service and Fast Casual restaurants to travel and transportation, manufacturing, logistics, and more.
During the Women in Automotive (WIA) conference, I was often reminded of the NRF 2024 conference I was a part of, “NRF and STRATACACHE Present: What’s In Store For Retail Media Networks.” An entire day was dedicated to the world of in-store RMNs, where we discussed the extensive data we can collect through sensors and other methods. It was exciting to see and confirm that we’re already leveraging these techniques as a foundation of our business and data integration and approach to personalizing experiences.
As we continue to develop our solutions, advancements in one industry can benefit others. For example, self-serve kiosks and personalization features developed for Quick Service and Fast Casual Restaurants to suggest side dishes or specials can similarly be used in dealerships. Service and sales professionals can guide customers through their options to find exactly what they need for their cars. By advancing these solutions, we are building a foundation that benefits multiple industries, creating a versatile and extendable platform.
Q: As a consumer who is also a digital signage expert, what technology would you want to see when visiting a dealership?
A: I have two recent real-life examples that highlight the kind of technology I’d like to see:
Q: Do you think with a high end purchase, consumers are more open to personalization? If so, to what extent?
A: Absolutely,with high-end purchases like cars, consumers are often more open to personalization to a significant extent. Personalization in this context goes beyond just customizing the features of the vehicle; it extends to the entire buying experience. High-end consumers expect tailored recommendations, exclusive offerings, and personalized services that cater to their specific preferences and needs. This level of personalization not only enhances the buying process but also strengthens the relationship between the consumer and the dealership or brand. It can influence decisions, build loyalty, and justify higher price points based on the perceived value and individualized attention received. Therefore, personalization plays a crucial role in satisfying the expectations and preferences of consumers making high-end purchases.
Q: What was your favorite aspect of the event?
A: My favorite aspect of the event was how deeply I got to know so many people. I started by quoting Subi Ghosh, and I’ll end by quoting her again. Subi talked about a group of friends and associates that she calls her “brain trust.” These are the people who set your brain on fire—who inspire and excite you in ways that make you the best you can be. That’s truly what I feel we all developed at this conference. I came knowing no one and left with what has become a “brain trust” tribe of many great friends and allies.
