What Mobile Tags Do for Car Buyers

Shoppers can see, read and even hear the inside story about vehicles on display, whenever it suits their schedules. The technology of mobile tags and smartphone tag readers promises rich content and interactive functionality for a personalized shopping experience.

Porsche Cars North America today, July 11, announced a new way for consumers to do more than just “kick the tires” when they visit a Porsche dealership after hours, or when they prefer to be “just looking” while in the showroom.

Each scan of a mobile tag-equipped Porsche automatically opens a micro website utilizing the phone’s built in web browser and features specific product information to the exact car being browsed, including vehicle videos, leading press reviews and even the unique sound of the Porsche model’s engine.

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A customer can also provide contact information for fast follow-up by a Porsche sales professional, or can browse anonymously.

“Porsche customers enjoy both performance and technology and are using their mobile devices to help make vehicle purchasing decisions,” said Michael Bartsch, chief operating officer of Porsche Cars North America.

“The dealers that have begun using mobile tags in their showrooms have noted positive feedback from their sales team as well as greater customer engagement and enthusiasm.”

[ Also Read: Why Marketers are Chasing the Mobile Mirage ]

Since the launch of a pilot program in early June, 11 Porsche dealers have implemented the program, with 184 on the way. According to a 2009 Morgan Stanley study, one-third of all digital information is now viewed using mobile devices, and by 2013 that number is expected to reach 50 percent, says Porsche.

Additionally, Porsche dealers can now utilize the new SalesPad Apple iPad 2 application to instantly display and share information on a particular car while also tapping into the Porsche Car Configurator, which allows the customer to custom design a Porsche.

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