iVendi: adaptive websites the next digital dealer trend
'Adaptive' websites which tailor content to individual users could be the next digital dealer trend, technology company iVendi has said.
‘Adaptive’ websites which tailor content to individual users could be the next digital dealer trend, technology company iVendi has said.
At the moment, this technology is out of reach for dealers but iVendi said this could change within a year.
James Tew, chief executive officer of iVendi said: “In recent weeks, we have been demonstrating a prototype that allows dealers to take a skeletal amount of data about a potential customer – perhaps their e-mail or IP address – and then use publicly available online information to build up a complete picture of that person.
“From our sample data, we can nearly always find useful information about that person – their hobbies or something about their job, for example – and in around 8% of cases, can even find out what car they are currently driving.”
Tew said that this information has been used by dealer’s sales people to gain a better understanding of customer needs, but that it could potentially be sued to create dealer websites which adapt themselves to each customer.
“For example, the marketing data that we can access on an individual may show that a particular person has an interest in environmental issues. When that person visits your web site, it would make much more sense for them to be greeted with a picture of a hybrid rather than your V8 sports car” he said.