But How Do You Gain This Knowledge?
You can survey customers, but this only
measures what customers say, not necessarily what they do.
A much better way to learn about your customers Is to measure their actual behavior
with the SiteWatch XPT.
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The SiteWatch XPT Gives You Greater Insights Into Customers By Measuring Their Actions At The Point Of Sale. Here’s How:
- Measure which options sell best by day, time of day, individual XPT.
- Compare the impact different promotions have on sales.
- Measure how different video messages affect sales.
- Evaluate how different upgrade prices affect dollars-per-vehicle.
- Compare the difference in dollars-per-vehicle on busy days vs. slow days.
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Why You Should Measure Behavior With The SiteWatch XPT
People are fundamentally honest, but as consumers, we don’t always do what we say. Consider the following examples:
- When Forrester Research surveyed 5,400 Americans recently, 85% of them said it was up to them as consumers to do something about the environment. Yet, only 7% of the people in this group paid more for an energy-efficient appliance.
- Coca Cola conducted over 200,000 taste tests of a new high fructose corn syrup drink in the early 1980s. Most people said they loved the taste, but when New Coke was introduced in 1985, it was a colossal flop.
- Feedback from focus groups convinced Chrysler Corporation that its new PT Cruiser would be a niche vehicle. It geared up production accordingly, and thus missed the opportunity to meet the great consumer demand for the car. By contrast, focus groups led GM to believe the Pontiac Aztec would be a big hit, but once in the marketplace, it failed to sell.
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Contact DRB Systems to learn how you can put the selling, marketing and
market research power of the SiteWatch XPT to work at your carwash.
1-800-336-6338
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