As consumers keep their RVs longer during challenging economic times, Pauldron CEO Matt Dykstra said his company offers dealers a new way to generate F&I revenue.
Dykstra said Pauldron was designed to keep dealers’ names in front of their customers throughout their RV ownership. Dykstra said when customers leave the dealership, Pauldron re-engages digitally to route customers back to the dealership’s F&I products and protection plans.
“What happens for that customer when they decide to keep their RV longer?” Dykstra said. “A lot of times, they are going to look for some sort of added protection. Dealers that do not have any sort of digital outreach to those consumers are going to lose market share because of companies like Good Sam and all of the other warranty companies popping up.”
Pauldron spent over two years in the automotive industry. The company is rolling out its services to the RV sector through an integration with MenuMetric. Dykstra said the RV industry has not always had access to technological tools that are standard in the automotive industry. He said Pauldron can help RV dealers improve their customer interaction.
“We actually do not need a direct integration within their DMS system,” Dykstra said. “By partnering with MenuMetric, all of that information from every deal is transferred directly to the folder. We pick up exactly where the F&I manager left off with the customer.”
Dykstra said Pauldron’s system develops custom, dealer-branded marketing pieces for each customer based on which protection contracts the customer did or did not purchase. Pauldron’s marketing materials can be sent via email or text.
Dykstra said knowing which products the customer chose or declined is essential to the next level of re-engagement. Pauldron’s messages enable the consumer to buy service and protection products directly from the dealer. Dykstra said after the initial RV sale, dealers often pitch service and protection products when the RV needs repair.
“That is the first time that a customer is really shelling out a lot of money on an RV to fix something,” Dykstra said. “It is a moment of impact, of ‘Hey, this is the real world. I actually do need some sort of coverage.’”
Service managers can provide consumers with a QR code that leads them directly to the dealership’s service and protection plans. Dykstra said the “service drive” will be the catalyst that changes how dealers think about F&I remarketing and sales.
He said the program is a “set it and forget it” service. He said dealers’ main requirement is training service writers to offer consumers the QR code.
Dykstra led a presentation on Pauldron at Brown & Brown’s F&I School late last year. He said the company has since begun working with three major RV groups and is engaged with another dozen or more dealerships.
The service officially kicked off with Brown & Brown this week. Brown & Brown members will receive a 50% discount on Pauldron’s monthly fee for the first year.
As a result of RV industry interactions, Dykstra said Pauldron has adapted its automotive product to the RV industry.
“Our big goal is to advance the technology to a place where it is seamless with whatever the dealer wants to do,” Dykstra said. “The other piece was bringing more viability to the platform, in brand recognition for the dealer, ensuring that throughout the entire customer journey, the only information that consumer is seeing is that dealer’s information.”
As RV consumers’ average age continues to drop, Dykstra said many are more receptive to digital communications.
“They want a digital link that is going to allow them to do everything they need right from the comfort of their home,” he said. “That is what we are aiming to give the RV industry.”
Pauldron also offers a service that digitizes all of a consumer’s service and protection plans into Apple and Google Wallet ID cards.
Email Dykstra at [email protected] to learn more.
