Rollick adds more features to its lead engagement platform

Rollick, a marketing technology solutions provider for the RV, marine, and powersports industries, is adding more features to its RollickNurture product due to the growing support from OEMs and dealers. 

RollickNurture is Rollick’s lead engagement platform. The new enhancements is designed to maximize consumer engagement and drive sales, providing dealers and OEMs with advanced nurturing functionality. 

Rollick says the popularity of RollickNurture has grown significantly over the past year, with more than 1,000 dealers now incorporating it into their sales development process. According to Rollick’s Future of Buying study, which surveyed over 27,000 recreational shoppers, 52% of these digital shoppers expect personalized emails that address their specific questions, and 65% expect a same-day response.

“At Rollick, we are committed to delivering a nurture product that maximizes consumer engagement and helps move them along in the process to deliver a sale ultimately,” says Pete Eppele, chief product officer at Rollick.

“These enhancements we’re making to RollickNurture are a testament to our dedication to providing dealers and OEMs with the tools they need to succeed in today’s competitive market.” — Pete Eppele

Enhanced features of the RollickNurture product include: 

Available Today

• Inventory inclusion – Nurture emails can now include links to inventory listings on the dealer’s website that match the shopper’s vehicle of interest.
• Customized content – Dealers have more flexibility to customize content within their emails, which can increase engagement and provide a more tailored lead follow-up experience.   
• Refreshed email styling and improved mobile layout – Nurture emails have been redesigned based on OEM and dealer feedback. It also gives a more optimal display on mobile devices.  

Coming in Q3

• Owner nurture streams – For nurtured leads that convert to a tracked sale, dealers will now have another “set it and forget it” way to stay engaged during the ownership stage. This new email stream will contain “call to actions” (CTAs) to drive service appointments, parts, and accessories purchases, and repeat vehicle purchases. 

Coming in Q4

Nurture emails will adapt to include content that is specific to the customer, their vehicle of interest, and their buying journey.  Examples of dynamic content include:  

• Available promotions – Nurture emails will incorporate currently available promotions supplied by OEMs, financing providers, and even the company itself. Through an initial launch of this functionality via an OEM program, this feature grew click-through rates by 30%, allowing dealers to capture consumer interest with timely and relevant offers. 
• Localized imagery – Nurture emails will contain imagery that reflects the shopper’s location and vehicles of interest. This feature adds a personal touch to the emails, making them more appealing and relevant to the consumer. 
• Behavior-based content – Nurture emails will reflect known data about the prospect (i.e., if they are a prior owner) and the activities completed by shoppers who used RollickEngage on an OEM or dealer’s website. In the latter scenario, the emails can contain CTAs that drive users back to a RollickEngage module to complete additional activities, indicating they are further along in the buying process. 

Two other enhancements Rollick is exploring via pilot programs are AI-based concierge calling and third-party data append. With AI-based concierge calling, dealers would have the option to add functionality that leverages professionally trained AI agents to contact prospects immediately after a lead is submitted, thereby scheduling an appointment.  

Third-party data append involves attaching demographic, psychographic, and personal interest data to a prospect to deliver more personalized and engaging creative content within nurture communications. 

“RollickNurture has had a tremendous impact on our closing rate. The future ability to further personalize our emails and include promotions has the potential to improve an already great product significantly,” says Sam Dobson.