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Gubagoo CEO Brad Title on how to enrich the modern retailing journey

Welcome to another edition of Auto Marketing Now, with host Brian Pasch, founder of PCG Companies and BPE | Pasch Enterprises. Today, Brian is joined by Brad Title, President and CEO of Gubagoo, a leading provider of digital retailing solutions and sophisticated chat tools. Last summer, Gubagoo was acquired by the Reynolds and Reynolds Company. Today, Brian and Brad discuss the latest updates and integrations in the Reynolds ecosystem. 

Since the acquisition, Title says that the Reynolds and Reynolds executive team has been incredibly supportive of the work Gubagoo does. There aren’t many companies that could bring all the divisions together for a comprehensive digital retailing experience, but Reynolds is one of them.

Once a customer visits a dealership website, the initial chat conversation or inquiry turns into an automated record in the CRM. Any of the chat operators or sales support team members can work and share a deal, and it pushes through to the DMS down to the eSignature. Title adds that the rich information share capabilities allow Gubagoo to enrich the value of the lead when it is submitted to the store.

Gubagoo can deliver a fully contracted and funded solution for dealers within the Reynolds ecosystem. “When you bring all of these different units together in a short time, from June (2021) to NADA, the focus was one single record across all platforms, so there is no data discrepancy,” says Title. “One single sign-on and then have the different systems framed into one another, so you’re not bouncing between browsers.”

For the dealers watching today’s show, Pasch recommends asking your website providers—how many times have visitors clicked each button on my VDPS and SRPs? Then, visit your CRM to see how many leads you have. You might be surprised at how many customers do not want to fill out forms. Instead, remove the form and start conversations with customers. You’ll get the same information, but the engagement is different. 

Through Gubagoo’s mobile app capabilities, different staff members can jump in and assist when necessary. Whether you are at your desk or home, you can observe the conversations happening and fulfill the same role anywhere. Consider how this would change the employee experience for your BDC staff. Instead of spending valuable chasing down leads, staff members can jump in a provide the customer with information in real-time.

Gubagoo is now also integrated with docuPAD and recently introduce lender writing rules. Now, the company can conform to dealers’ preferred lenders to help get more deals bought at the best rates. Over 80% of people shop online before entering the dealership to complete the transaction. It is paramount to continue the deal at the exact point it was left off, bridging the gap between online and in-store buying experiences. On the horizon for Gubagoo is an integration with CDK Global that is almost completed.

Keep up with the Gubagoo team by visiting gubagoo.com today.


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Brian Pasch
Brian Pasch
Enterprises, Brian Pasch is a thought leader, effective strategy driver, and industry change agent. In tune with the fast pace of the digital marketing environment, he successfully leads OEMs, dealers/dealer groups, and ad agencies by helping them harness data, eliminate waste, and incorporate efficient marketing tactics.

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