Ford has released an app for the Apple iPad designed to expedite the car-buying process.
The app, called Showcase, allows the customer's preferences regarding color, options, and price to be narrowed down so that only the corresponding vehicles in stock are displayed. The information can be emailed if the customer needs time to think about it or needs to discuss it with someone at home.
"Waiting for the sales consultant to check the inventory or wandering the aisles of a car lot in search of just the right combination of colors and options can be a tedious and time-consuming process," Michelle Moody, a Ford marketing manager, said in a statement. "If the weather is bad or the sun has gone down early in the winter months, venturing outside is even less appealing."
The app was developed by Ford and Razorfish in 2011, and was tested in a pilot program with several dealers. It became available to all Ford dealers who sign up for it on August 1 of this year; and Ford says that almost 200 dealers have signed up for it so far.
"We had tried using kiosks in the showroom to enable customers to check out our vehicles and features, but many customers were not as comfortable using these on their own," Moody said.
The press release announcing the app contained statements from a satisfied vendor and a buyer.
"Customers don't like to wait while the salesperson walks away to check inventory," said Rich Savino, owner of a dealership that took part in the program. "The Showcase app helps to create a more intimate experience; it lets customers see what is available instantly and make adjustments if they don't find what they are looking for."
"I have to say it has never been easier finding the right vehicle," said Maxx Springman, a customer who bought an Escape from Savino's dealership. "I can't believe we were able to build the exact Escape I was looking for right there at the salesman's desk. Then we actually found the right one on the lot without having to spend an hour walking around outside looking at different window stickers like I've done in the past. Thank goodness, too, because it was, like, 110 degrees out and ready to pour!"
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