Ryder Magnifies Customer Engagement With Revamped Site

Mobile customer engagement is rapidly rising and loyalty marketers need to stay on top of their internal operations to ensure a seamless customer experience.

At Ryder, officials found through analytics that most of their customers were entering the company’s Pre-Owned Vehicles website from a mobile device. The only problem was the site was not mobile-friendly.

As a result, last month Ryder launched a new fully responsive, mobile-friendly, Pre-Owned Vehicle sales website, Usedtrucks.Ryder.com. The new site now includes enhanced search tools and innovative new features to make it easier for customers to locate the best pre-owned vehicle to meet their needs.

Eugene Tangney, vice president global product manager asset management, Ryder, explained to Loyalty360 the reasons behind the new and improved website.

“Ryder’s Pre-Owned Vehicles previous website was the starting point for our relationship with many of our customers,” Tangney said. “Through analytics, we were able to see that the majority of our customers were interacting with the site on a mobile device and, unfortunately, the site at the time was not mobile-friendly. That was really the driving factor for why we decided to update the site.”

Ryder considered other ways it could make the site more user-friendly and engaging for its customer base.

“We developed Ryder Truck Match to help our new customers that were purchasing a pre-owned commercial vehicle for the first time feel more secure that they were looking at the right vehicle type to meet their unique needs,” Tangney explained. “We also enhanced the search functionality to be more intuitive to how customers typically shop online where now they can search by facets including, type, year, model, make, location, price point, etc. And, of course, the site is now mobile responsive.”

Tangney said that company officials hope to see engagement from first interaction with the site to conversion, which, in this case, means a form fill for more information on a vehicle or an appointment set with the vehicle sales manager increase by threefold.

“We are also increasing our search engine marketing efforts to increase the traffic to the site,” Tangney added. “This is the first touch our Pre-Owned Vehicle customers have with Ryder often and we are now in a place to feel that we are giving the best customer experience possible.”

This year, 79 percent of Ryder’s customers were first-time buyers, and the majority of them came from the website, which means that touch point is the first experience they had with Ryder.

“Often, we got feedback that the site needed to be mobile-friendly. We listened to that and realized that our customer base wanted to access our inventory on a mobile device - the main driving factor for the revamp of the site,” Tangney said. “At this point in Ryder’s history, customer engagement is more important than ever. In all product lines, there is a vested interest in customer feedback, follow-up, and making the experience as positive as possible. We are a company that has so many offerings and customers that have so many cross needs it is important for every touch point with one product line to leave a positive impact on our customer. Our Pre-Owned Vehicle customers could have lease vehicles with us, rent with us or even be a dedicated or supply chain customer, so the feedback we get on their experience with this part of the business impacts how they feel about Ryder overall. As a business, Ryder has evolved this overall impact perspective to reflect our customer priority through all products we offer.” 

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