By Sid Humphreys, Regional Representative at ZiiDMS, an MRAA Platinum Partner

More than merely an inventory and point-of-sale tool, a Dealer Management System (DMS) can assist you with marketing in various strategic and practical ways. Your DMS is the foundation for targeted, efficient, data-driven marketing campaigns. But what steps should you take to make the most use of your DMS?

Here are two effective examples of using a DMS to market your services and boat inventory.

1. Inventory Visibility & Syndication

A DMS tracks all inventory (new, used, in transit, etc.) in real-time and distributes it to multiple online platforms, including your dealership’s website, inventory aggregation platforms and social media through integrations. Furthermore, the DMS automatically refreshes all listings when inventory moves or changes:

• Example: A boat, outboard engine or boat trailer is sold
• Example: Pricing or photos are updated

This eliminates double entry, reduces mistakes and enhances the customer experience. Additionally, in the digital age, the faster your inventory is listed across these platforms, the sooner it can reach potential buyers.

2. Customer Data & Segmentation

A DMS stores your customers’ profiles, purchase histories, service records and contact information. This allows you to segment customers based on their behavior (e.g., past purchases, service visits), location or inventory preferences. Reporting tools provide insights into which inventory items are in demand and which must be sold quickly to avoid obsolescence. This data enables you to run targeted advertising campaigns, adjust pricing and promote high-margin or slow-moving inventory.

Furthermore, a CRM system integration can help you track each customer’s journey, from inquiry to purchase. If you’re not doing this, you’re hurting your ability to market correctly and connect with your customers and leads.

In addition to built-in automation features, integration with your CRM system helps you to:

• Track leads generated by inventory listings
• Send automated text messages or emails about similar inventory
• Send automated text messages or emails about special order parts
• Do seasonal promotions
• Schedule service follow-ups

Forward-Thinking: A DMS to Market Your Services & Inventory

That’s why it’s vital to have a forward-thinking DMS that meets your needs and those of the ever-changing retail environment. It allows you to make informed decisions and take action to increase profitability. To learn more about ZiiDMS and its programs, visit ziidms.com/marine or contact: 800-721-7748; sales@ziidms.com.

About the Author
Sid Humphreys is the Regional Representative for ZiiDMS, an MRAA Platinum Partner, and has over 20 years of experience in the powersports, outdoor power equipment (OPE) and marine industries. Sid has a deep understanding of dealership workflows and how the right technology can help dealers succeed. Outside of work, he enjoys spending time with his family and engaging in recreational outdoor activities.