E-Z-GO, a Textron Specialized Vehicles business, announced it has become the first outdoor vehicle manufacturer – the company makes golf carts – to integrate Rollick’s digital retailing solution on its websites.
The company will utilize Rollick’s digital engagement module, RollickDR, to enable a better buying experience for consumers desiring online transactions. Rollick is a relationship technology provider for the marine, powersports and RV industries.
With RollickDR technology, E-Z-GO said consumers can easily view available incentives and special offers, prequalify for financing, estimate a trade-in value, reserve a unit with a down payment and schedule an appointment with a local dealer that has the unit in stock.
According to a recent study by The Center for Generational Kinetics for WPEngine, 65 percent of all generations say they rely more on technology now than ever before, and more than 60 percent of Gen Z and Millennials plan to continue using the digital channels they adopted or increasingly used during the pandemic.
“Crafting a straightforward and simple online experience for our customers is at the forefront of E-Z-GO’s mission,” said Gunnar Kleveland, president and CEO of Textron Specialized Vehicles. “We all shop online now and expect the online experience to be seamless and provide an excellent level of service and attention.”
Consumers spent $791.7 billion online with U.S. merchants in 2020, up an incredible 32.4 percent year over year, according to U.S. Department of Commerce figures. That’s the highest annual U.S. e-commerce growth in at least two decades and more than double the 15.1 percent jump in 2019.
A study by PwC found payoffs for valued, great experiences are tangible – up to 16 percent price premium on products and services, plus increased loyalty. In addition, 63 percent of U.S. consumers say they are willing to share more personal information with a company that provides a “great experience.” The study showed that convenience, efficiency, personalization, and up-to-date technology are among the most important attributes to consumers.
“E-Z-GO is leading the way in its commitment to helping dealers serve customers in a richer, more personalized way that aligns with how buyers expect to shop,” said Bernie Brenner, CEO of Rollick. “When that experience starts on the brand website, the manufacturer begins building loyalty before the customer steps foot in the dealership.”
In addition to rolling out RollickDR in early December, E-Z-GO added Rollick’s Inventory Tools, including displaying dealer inventory on its brand site, to its Aimbase lead management solution powered by Rollick last year. This is critical to the customer experience in today’s environment, where shoppers often start their journey on the brand site and want to ensure they end up at a dealer location that has the inventory they are looking for.
“Technology matters, and customers often only notice technology when it fails or disrupts the process,” said Brenner. “According to the study, two-thirds of consumers say that a frustrating website experience hurts their opinion of the brand.”
