Dick Hannah Dealerships Leverages A.I. to Connect with Customers

The Company

Award-winning new & used car dealer since 1949, as the largest family-owned auto group in their area, Dick Hannah Dealerships tout being in the people business. “Many dealers talk about cars. We put our focus on the people who drive them.”

Serving the greater Portland, OR, and Vancouver, WA, areas, when seeking a way to better the group experience for customers, Dick Hannah’s customer-centric approach brought them to Outsell.

“Email as a marketing channel went from about the sixth-best performing channel by sales to the third-best. This shouldn’t be overly surprising to those who understand that about 65 percent of a company’s business comes from existing customers.”Sean McKannayCIO/Digital Marketing

The Problem

Consistent, personalized content to create true customer engagement was lacking, affecting prospects as well as returning business. Dick Hannah Dealerships were tired of the same quick fixes and wanted a comprehensive marketing automation tool that could scale with them—essentially, playing the long game for continuous growth in results.

Moving inventory had also become a problem, with Dick Hannah Dealerships lacking an effective way to market the right vehicles to the consumers most likely to purchase them.

Finally, Dick Hannah sought a more omnichannel approach to their marketing to maximize reach within their consumer base and access reporting all in one place.

The Solution

Using the power of artificial intelligence to implement a virtual around the clock salesforce, Outsell helps Dick Hannah Dealerships connect with customers personally, continually, and automatically.

Beginning our relationship in January 2020, more and more Dick Hannah stores continued to join Outsell throughout the year, building a truly robust dealer group partnership.

The Results

Overall Financial Stats (Sept 2020 – Jan 2021)
  • 54.1% of overall linked sales attributed to the program were from prior sales customers, increasing customer retention
  • 45.9% of overall linked sales attributed to the program were from CRM prospects that had not done business before, along with prior service only customers
  • 13.9 average linked sales per month
  • 199 average linked ROs per month
Utilization of Move a Model

Outsell gives Dick Hannah Dealerships the ability to send out model specific campaigns outside our regular automation, which targets consumers likely to be interested in that model.

On average, Dick Hannah stores send two move a model campaigns at the beginning of the month and two at the end of the month. Over the course of 2020, move a model campaigns contributed to:

  • 196 linked sales, resulting in
  • $343,898 total gross profit
Omnichannel Utilization

Facebook Results (over the past 6 months)*

  • $.64 average CPC
  • 118 total linked sales
  • 644 total linked ROs

*Overlap may exist between linked social sales/ROs and linked email sales/ROs