Why Enterprise Dealership Groups Need a Tailored Group CDP

It’s the end of the month and you open your computer to review performance insights from all of your rooftops. In a separate web browser for each rooftop, you open in individual tabs for all the metrics you need, including inventory, total sales and revenue, sales team performance, and service lane. Since every platform report gives you data in different formats, your next step is to download all the analytics into CSVs to then reformat and compare in an Excel file. 

But it doesn’t have to be that way. In the era of artificial intelligence and Customer Data Platforms, we should be not only reducing the amount of manual work for enterprise group managers, but gaining better, clearer insights to what’s really going on across every rooftop. 

Group-level and enterprise CDPs are changing the way automotive groups analyze, compare, and improve operations at all of their rooftops—all on the same platform. Being able to see the full picture and deep dive into specific rooftops or create comparison views with just a few clicks is the power enterprise groups need to scale, optimize, and properly compete in today’s data-driven market. 

Multi-Rooftop Visibility—No More Flying Blind

Enterprise dealership groups function differently than individual stores, so it’s unrealistic to expect the same solutions to work effectively for both. Currently, even if a group has 20 rooftops using the same Customer Data Platform, insights and customer data may be siloed for each individual rooftop. This lack of a panoramic view across the entire group requires exporting reports and manually comparing them—a process that is unnecessary and outdated.

Utilizing a group-level or enterprise CDP that offers a comprehensive view of all rooftops in a single platform, group managers can easily monitor the activities of each store. Leveraging the provided tools, group managers can compare performance between as many or as few stores as desired, gaining deeper insights into group-level performance. These dynamic insights are typically updated in real time, facilitating a clear understanding of group-wide operations.

Group and enterprise CDPs offer a new level of insight into overall performance, enabling quick access to both high-level and granular data. This transparency makes it easier for dealership groups to spot trends, whether across similar brands, geographic areas, or group-wide metrics that reflect market movements. By responding faster to these changes, enterprise and dealership groups can adapt before their competitors even notice shifts. Dealers can leverage this overview of critical performance metrics to analyze resources more effectively, enabling data-driven decisions regarding marketing budgets, inventory management, and staffing.

Group-Level Identity Resolution and Customer Insights

When treating rooftops as individual stores, the right technology can often resolve issues of fragmented shopper data. However, when examining an entire enterprise dealership group, the problem of siloed data can resurface. Shoppers frequently visit multiple stores and may receive an overwhelming number of emails or texts from various sales teams. Moreover, if a shopper makes a purchase at one store, other stores they engage with often lack visibility into this transaction, resulting in unnecessary communications.

Dealership group CDPs or enterprise CDPs leveraging AI and identity resolution technology can tackle these challenges by enabling smarter customer pattern recognition and conducting cross-rooftop identity resolution. It can identify shoppers with CRM entries at multiple stores, consolidating their individual profiles to create a single, 360-degree view that encompasses all their customer data and shopper interactions within the group.

This data can be leveraged by sales teams with shopper information like location, vehicle interests, and online behavior. The individual stores within the dealership group can then implement personalized marketing strategies, ensuring communication is relevant and tailored to the individual without overwhelming them. The more personalized the customer experience, the stronger the long-term retention.

Comparative Analytics and Dynamic Benchmarking

Dealership group CDPs and enterprise CDPs may offer highly impactful features like comparative graphs and charts to facilitate the easy identification of top-performing stores and highlight areas where others may need improvement. These charts enable managers to swiftly identify high-performing rooftops and leverage their successful strategies to enhance underperforming stores. What once required hours of manual analytics can now be accomplished in mere seconds, driving efficiency and effectiveness across the entire dealership group.

Fullpath’s Group CDP for dealership groups and enterprise dealership groups offers dynamic comparison graphs to help groups pinpoint top-performing stores, enabling the adoption of successful practices across the group to boost revenue potential. Fullpath’s comparison reports offer dealers the ability to include or exclude as many rooftops as needed,  and compare based on multiple metrics. Insights garnered from these reports can then be used to align operational strategies across all rooftops, addressing common challenges while leveraging the group’s collective strengths.

Smarter Resource Allocation Across the Enterprise

Not every GM needs access to data from all rooftops, however, for those engaged in cross-location operations, centralized insights are invaluable for enhancing management and performance. With a comprehensive view of group operations offered by a group CDP, managers can optimize inventory management, staffing efficiency, and marketing budget allocation, effectively directing resources where they are most needed.

Dealership group-level and enterprise CDPs help align goals across the business, enabling teams to avoid redundancy and maximize profitability. By enhancing efficiency across all locations, dealerships can minimize budget waste and strategically allocate resources to drive results. This centralized approach not only supports individual rooftops but also fosters a more cohesive and effective operational framework for the entire group.

The Strategic Value of Unified Data for Enterprise Dealerships

Establishing a single source of truth across all data sources is crucial for enterprise dealership groups. By centralizing data into one unified platform, managers can achieve better alignment across the group and enhance strategic clarity. Here are the key benefits of a tailored group or enterprise CDP:

• Enhanced Customer Insights: A comprehensive view of customer data allows dealerships to understand behaviors and preferences better, enabling personalized marketing and improved customer engagement across the group.
• Streamlined Operations: Centralizing data reduces redundancies and inefficiencies, leading to smoother workflows and improved collaboration across all rooftops.
• Data-Driven Decision Making: Access to reliable, consistent information empowers decision-makers to make informed choices that drive performance and optimize resource allocation.
• Improved Compliance and Risk Management: A consolidated approach ensures adherence to data regulations and enhances security measures, minimizing the risk of data breaches and compliance issues.
• Competitive Advantage: By leveraging unified data, dealership groups can quickly adapt to market changes, implement best practices across locations, and stay ahead of competitors.

Why Fullpath’s Group CDP is the Perfect Solution for Enterprise Dealerships

Enterprise groups need unified, actionable data to operate effectively. Without it, the potential for inefficiencies and missed opportunities is immense. Fullpath’s Group CDP offers a comprehensive solution that supports enterprise dealerships in navigating this complex environment.

With features like real-time, multi-rooftop reporting, dealerships can gain immediate insights into performance across all locations. This capability not only enhances operational transparency but also empowers managers to make data-driven decisions that significantly impact bottom-line results. Additionally, the Group CDP provides deep customer behavior insights that allow for more personalized interactions, fostering stronger relationships and enhancing loyalty.

Furthermore, Fullpath’s Group CDP enables effective group-wide benchmarking and strategic alignment, ensuring that all rooftops work towards common goals while benefiting from best practices. With security and compliance at the forefront, dealerships can rest assured that their data is safeguarded, promoting trust among stakeholders and enabling seamless collaboration across the organization.

By embracing the power of a Customer Data Platform tailored for enterprise dealership groups, dealers can transform their operations, making informed decisions that lead to sustained growth and success in an ever-evolving market. Ready to gain complete visibility and control over your dealership group operations? Get a demo with Fullpath and start driving better decisions today.