With the North American International Auto Show happening now complete, we thought we should examine check-in traffic for two of the leading automotive brands, Honda and Toyota. Both brands operate thousands of dealers and service centers around the world.
Let’s compare each brand’s statistics from Foursquare to determine how well they are doing in terms of generating check-ins.
Total Check-Ins: The number of check-ins that each brand has received across all its venues.
Honda: 62,039
Toyota: 63,557
Toyota has just slightly more check-ins than Honda. It’s doubtful the difference is much to draw any statistically-significant conclusion.
Total People: The total number of people that have checked-in. Unique people will be fewer than total check-ins, as people may check-in more than once at a location.
Honda: 27,271
Toyota: 26,828
Again, Toyota and Honda are virtually neck and neck. Slightly more people have checked-in at Honda than Toyota, but Toyota’s customers check-in more often than Honda.
By dividing Total Check-ins by Total People, we can learn about each brand’s customer loyalty. (Higher is better.)
Honda: 2.31
Toyota: 2.36
Toyota holds a very slight edge with customer loyalty. What are some potential reasons Toyota’s customer could check-in more often?
- Families returning to purchase multiple vehicles from the same dealer
- Customers returning to the dealer for their scheduled car maintenance service
- Customers returning to dealers because of unexpected required maintenance
Return visits to car dealerships is one of the few cases where more check-ins could be a positive or negative experience for the customer!
Read the full article here.