A new mobile phone application from Summit Mobile Solutions, a division of Summit Software Solutions, could help drive new business to collision shops by providing them with immediate notifications from customers when they are in an accident.
The solution, called Help I Crashed My Car, is a mobile phone application that can automatically contact emergency services, insurance agents, family and friends, as well as the customer's preferred body shop, at the touch of a button. Collision shops that subscribe to Summit's Web-based MarketPlace application will have access to accident notifications, as well as customer e-mail and mobile phone information that can be used for electronic marketing campaigns.
"Mobile is the most widespread media platform in the world," says Frank Terlep, Summit's president and founder, and CEO of the new mobile division, announcing the platform at NACE 2009 on Wednesday. "Help I Crashed My Car connects the shop directly to the consumer on their mobile phone. And if you are connected to that customer at the scene of the accident, you own that customer."
Help I Crashed My Car is the first offering from Summit Mobile Solutions, a wholly owned subsidiary of Summit Software established to develop mobile marketing and advertising solutions.
According to Terlep, the solution will provide shops with increased sales opportunities, new marketing and advertising channels, and increased customer retention. The combined solution provides repairers with an exclusive marketing position on consumer's smart phones, enabling them to receive first notice of loss directly from consumers, including a map and location of the accident.
The free phone application allows consumers to enter and store emergency contact information, insurance company, policy and agent information, vehicle data (make, model, etc.) and preferred shop information on their phone. Using the search function in the app, they also can locate the nearest body shops, towing companies, police, hospitals, ambulance services and rental car companies using GPJS data; create and send basic accident reports; send accident photos; and access information on what to do in case of an accident and how choose a body shop. Consumers also can rate body shops via the phone application.
Collision repair shops that subscribe to MarketPlace can provide an unlimited number of phone applications to previous and potential customers, local dealerships, schools, local businesses and insurance agents. They also can set the system to provide them with information on any consumers that have downloaded the application within certain zip codes for ad hoc and automated advertising campaigns via e-mail and text. (The solution includes 300 free text messages.)
"Premier Member" shops also are automatically bumped to the top of the list when drivers search for a local body shop.
In addition to the phone app and MarketPlace, the solution also includes a consumer Web site (www.helpicrashedmycar.com) where customers can download the application and receive other information.
A number of insurance companies already are experimenting with similar applications for the iPhone, and Terlep described the Summit solution as a way to pre-empt insurer's mobile marketing efforts.
"This puts you ahead of the insurance companies," Terlep says. "If shops don't start using this kind of technology, the insurance companies will do what they've done to shops forever – outspend them. But you can beat them to the punch locally. You can own that local marketplace."
The MarketPlace application will be available to shops later this month for an annual subscription fee of $599 per shop, per year. The mobile phone application is currently available for the Blackberry, iPhone, Nokia/Symbian, Google Android and Microsoft Windows Mobile platforms, and a Palm application will be available next year.
Summit plans to launch a marketing campaign to consumers beginning in December and January that will include advertising on local college Web sites and drivers-education Web sites, as well as other media.
Shops also can purchase a "private label" version of the application from Summit that allows them to distribute a branded version of the application to consumers that only displays their shop's information when customers utilize the system.
The system does not integrate directly with Summit's shop management system, but existing customer information can be imported into the mobile solution.
Terlep emphasized that the application was a tool, and that shops would have to be creative and proactive in the way they use it to market to customers.
"You have to educate customers about this, because it's new. You can't just put a brochure on a counter and expect them to use it," Terlep said to an audience of shop owners. "Success with this is only limited by your imaginations."
About the Author
Brian Albright
Brian Albright is a freelance journalist based in Columbus, Ohio, who has been writing about manufacturing, technology and automotive issues since 1997. As an editor with Frontline Solutions magazine, he covered the supply chain automation industry for nearly eight years, and he has been a regular contributor to both Automotive Body Repair News and Aftermarket Business World.