Paragon Honda, Honda’s largest certified pre-owned dealer, in partnership with its agency Team Velocity, is transforming the way it assists its customers, leveraging Google’s advanced technology and measurement to take the friction out of vehicle service and maintenance. The app’s mission is:
• To make it even simpler for its customers to schedule service and maintenance, Paragon became the first dealer to build an app for the Google Assistant. In the coming weeks, drivers can schedule service—such as routine maintenance, oil changes, and tire rotations—quickly and easily using just their voice.
• To drive awareness of its 24-hour service online, Paragon ramped up its investment in Search to be there in moments when people searched “honda oil change” and “honda maintenance” in the New York market. As a result, this strategy helped Paragon grow its service repair orders by 5X in the last 12 months.
Paragon also used Search ads to drive new and used vehicle sales, and is using Google’s store visits technology to measure how its Search ads helped generate in-store visits. (Google’s store visits technology uses anonymous and aggregated data from signed in Google users who had location history turned on to determine how Search ads help drive in-store visits.)
This helped Paragon better understand which keywords and campaigns were driving people to its dealership, and found that Search was nearly 5X more cost-effective per vehicle sold compared to other media.
You can read the full article, including commentary from Brian Benstock, GM and VP of Paragon Honda on his three-step approach, at Think with Google: http://www.thinkwithgoogle.com/consumer-insights/paragon-honda-customer-service/
