Empowering retailers with consumer insight

TLA will soon be rolling out an enhanced data view to provide retailers with more consumer information, supporting sales efforts.

As the UK’s largest provider of sales-qualified consumer leads to the automotive industry, we speak with around 1000 in-market car and van buyers every day, qualifying their enquiries and guiding their next vehicle purchase. During the course of these conversations, we collect a range of information about each consumer, above and beyond that required by our clients.

When receiving 3rd party leads, however, retailers have historically received a restricted dataset due to field and integration restrictions created by the multitude of processing, CRM and DMS systems that work together to deliver that lead. As a result, much of this additional contextual data has not previously been leveraged by our clients.

We strongly believe that this data can help to empower the retailer salesperson, enabling them to tailor their response and drive an improved consumer experience. For consumers who are in the information search or, in particular, the alternative evaluation stage of their buying journey, a strong retailer experience can be very impactful in helping them make a purchase decision.

With that in mind, we will soon be rolling out our enhanced consumer view, available exclusively – at no additional cost – for all Platform X clients.

What is the enhanced consumer view?

The enhanced view is a sales support interface that will be accessible via a web link that TLA pass through with every lead generated. On opening the link, retailers will have access to an enhanced view, encompassing all of the data that TLA has collected in the course of its digital and verbal interactions with the consumer. This requires use of an existing “notes” field or the addition of a single new field to CRM and dealer management systems, overcoming the time and effort required in adding new fields to house the additional and ever-growing dataset.

The interface will also include in-built communication options that retailers can use to engage with the consumer via their preferred channel. Available channels will initially include SMS, email and a live chat option, with WhatsApp and Facebook Messenger in the roadmap. All communication will be done natively within the interface and will allow for engagement via multiple channels.

The key driver of this activity for TLA is alignment. With the increasing fragmentation of the media landscape, retailers must remain aligned with consumers wherever they can. The data that TLA provides will help create a more complete view of the consumer, allowing retailers the opportunity for a better contact rate, improved engagement and, ultimately, a higher rate of conversion. The current circumstances demand effective handling of every lead, and we believe that this feature empowers retailers to do just that.

This is just one of the features designed for retailer empowerment that TLA will be adding to Platform X in the coming weeks and months, and follows our announcement of the availability of TLA’s remote telephony service to Platform X clients and partners.

Look out for more new features in the very near future!

Best regards,

Ed Clark
Chief Product Officer, TLA