CDP: Shopper Page

Overview

The Shopper Page provides a unified customer profile of each Shopper including marketing interactions with your dealership, website activity, Ai generated insights, vehicle information, and identity resolution details.

This article will break down the different components of the Shopper Page which include: Profile Quick View, Suggested Vehicle, and Shopper Profile.

Profile Quick View

The Shopper Profile quick view is located to the left of the Customer Journey timeline. The data displayed here is updated daily, sometimes multiple times per day. 

As seen in the image to the left, this view contains quick glance information about the shopper, including: Name Lifetime Value (=Gross from total sales + total cost of Services) Shopper Segmentation (defined below) Distance from Dealership (according to last known address) Marketing Engagement Score Dealership Loyalty Score Financial Durability Score (for customers with Data Enrichment) AIM Propensity Score (for customers with Data Enrichment) Shopper ID (this is an internal Fullpath reference number) Email  Phone Number IP Location  / address Salesperson (only listed if a vehicle was sold) Open in CRM --> allows the dealer employee to click and open this opportunity inside their native CRM. Note: this feature is only supported on eLeads, Vinso, OpLogic CRMs (or any CRM which has a URL specific to each customer record). Push to CRM --> allows the dealer employee to push the Shopper back into the CRM as a new opportunity with a new ADF lead labeled as a 'Fullpath | Data Up' (a Fullpath employee may not push to CRM on behalf of the Dealer, the lead will not come through)

The shoppers may have a +1 (or more) sign or merge tag beneath the name, email, and or phone number. This indicates that our CDP has identified multiple contact details associated with this particular shopper. 

This could happen when shoppers convert using the same number but a different email, when spouses shop together, etc. The Fullpath CDP can detect and merge these entities into one in order to show you the most relevant information about the shopper journey (Note: we do not merge or take actions or manipulate any data inside the Dealership CRM).
 

Shopper Segmentation

Shopper Segmentation tag options:

• Household: another partner, spouse with same contact details on record
• Sold Only: Vehicle purchase on record
• Service Only: Service or RO on record
• Sold & Service: Both a vehicle purchase and service/ RO on record
• Prospect:  A customer in the CRM who has not bought a vehicle or serviced a vehicle. In practice it’s usually leads who have not bought/converted
• Business: Populated by CRM data (business, fleet, work vehicles)
• Cross Shopper: A Shopper who has has submitted a lead, purchased a vehicle, or serviced their vehicle at more than one Dealership in a Dealer group. Learn more here.

Marketing Engagement Score

The Marketing Engagement Score is a number which helps dealers to understand how engaged a shopper may be. This engagement score enables your sales team to prioritize follow-up, empowers your BDC team to expedite certain processes, and in general, gives a better understanding of the potential this entity represents for your dealership. The highest score possible is a 10.

The Marketing Engagement Score is created by looking at several different data points which the CDP collects for every shopper we track. These include (but are not limited to): Ad or Email views, clicks, VDP views, onsite conversions, recency of actions, and several other factors which are each weighted differently and prioritized according to our Engagement algorithms. 

Dealership Loyalty Score

The Dealership Loyalty Score is a number which helps dealers to understand how loyal this Shopper has been to the Dealership.  This score enables your teams to prioritize follow-up, empowers your BDC team to expedite certain processes, and in general, gives a better understanding of the history this Shopper has with your dealership. The highest score possible is a 10.

The Loyalty Score is created by looking at several different data points which the CDP tracks including vehicle purchases, service appointments, parts purchases, active leases, booked appointments, recency of purchases, appointments, etc. 

Equifax Financial Scoring

There are two pieces of data included in the Profile Quick View for Fullpath Customers that have our Data Enrichment power up enabled: Auto in Market (AIM) Propensity Score and Financial Durability Score. Learn what these mean below: 

• Auto in Market (AIM) Propensity Score: Predicting a shopper's likelihood to buy or lease a vehicle soon. The highest score is 10. 
• Financial Durability Score: Financial resilience indicator based on spending, credit use, and income. The highest score is 10. Read more about Equifax Financial scoring here.

>> Read more about Equifax Financial scoring here.

Suggested Vehicle 

For those with the Data Ups power up enabled, the suggested vehicle section on the right side of the Shopper Page is comprised of two parts: Suggested Vehicle and Vehicle comparison. 

Learn more about each below.

Suggested Vehicle The suggested vehicle section is based on VINs - and it displays a vehicle which the Fullpath algorithm suggests the Shopper may be interested in based on website engagement or CRM activity with a specific VIN. The car details, website image, and link to the VDP along with the listed price are all visible in the suggestion box. If the specific VIN a Shopper is interested is NOT available, or the vehicle is not a good fit, or the Dealership employee would like to see additional suggestions, a View More link shows a list of additional vehicles which may work. Learn more about vehicle suggestions here.   Vehicle Comparison   Vehicle comparison details are Ai generated and compare the last known vehicle on record/ current vehicle on record to a comparable make and model available in the dealership's inventory.

Please Note: This feature is only available to Fullpath Customers that have purchased and enabled the Data Ups Power Up.

Shopper Profile

Ai Summary Tab

The Ai summary tab highlights and summarizes the most meaningful pieces of the Shopper story to give the Dealership employee the most relevant and actionable data in one, easy-to-read view. The information is generated from available customer details and Ai based GPT.

Timeline Tab

All events and interactions are arranged chronologically and may be opened/expanded to view more details about each interaction type. The timestamps displayed inside the interactions are all displayed in the logged in user's time zone. 
 

Timeline Activity Types
 

Several activity types are listed in the Shopper timeline depending on what integrations and add-ons are active on the account. These can include: 
 

Activity Type	Definition	Example
Email Activity	Audience Activation Emails Sent, Opened, Clicked, Replied To (replies display only if sender is Fullpath) If a Fullpath Equity email engaged the Shopper, an Equity call-out badge will be visible on the timeline inside the email preview.
Website Activity	Website Sessions, Page Views, Traffic Source (including relevant UTMs for Source, Medium, and Campaign), Device-type (e.g. Mobile). This activity also includes the conversion vendor, onsite widget module (if relevant), and vehicle of interest. Note: If conversion was NOT facilitated by the Fullpath onsite widget, only the Vehicle of Interest will be displayed. If a Shopper visited a Vins Acceleration promoted vehicle on the Dealer website, a promoted VIN call-out badge will be visible on the timeline inside the webpage visit activity,
Ads Activity	Includes Platform (e.g. Search, Display, PMAX, Social), Objective, and Ad Bundle. If a Shopper clicked on a Vins Acceleration promoted vehicle Ad , a promoted VIN call-out badge will be visible on the timeline inside the ad click activity.
ChatGPT Activity	Includes conversions facilitated by the chat, transcripts; even if no conversion took place in the session, it will be saved and displayed on the Shopper page if the shopper cookie is matched with a CRM entity.
SMS Activity	Once a customer converts and becomes a lead in the Dealership CRM - any subsequent SMS messages and responses sent to/from the Audience Activation SMS power-up will be visible inside the Shopper timeline.
CRM Activity	For Dealers using Reynolds and Reynolds or DealerSocket  CRMs,  3 activity types may appear in the Shopper timeline: Email Sent, SMS Sent, or Outbound Call. The activity type listed will depend on what was completed/recorded by the salesperson. Please note that not all activities are logged by Dealership salespeople, the data is often partial and may vary between salespeople and dealerships.
Data Ups Activity	For accounts with Data Ups, any opportunities pushed to the CRM will be listed and a timestamp, along with the name of the employee, will also be displayed.

Garage Tab

The Garage tab displays data relating to the vehicles owned / associated (currently or previously)with this shopper, either through purchase, lease, trade-in, service, or form feedback within Audience Activation. Below are the Ownership Categories you may see on this page:

• Primary Currently Owned - The primary, current vehicle for that shopper, based on most recent Sales, Trade-In, Service, or other Enhanced Vehicle Data available in the CDP.
• Owned Vehicles - Vehicles that we know the Shopper owned and there exist no data to indicate a termination event to determine “previously owned”
• Previously Owned - Vehicles that we know that the Shopper used to own, but no longer does, due to a termination event (e.g was bought by another shopper)

*Admin Users may manually change the ownership status of a vehicle in the dashboard as needed.


For each vehicle, you can click View more details to expand the information window and view information including Financing Details*, Recall Data, and more. 

If relevant for the Shopper and their known vehicle(s), Recall Data provided by the National Highway Traffic Safety Administration (NHTSA) can be viewed in the Garage by clicking "View more details" for that vehicle.  Data includes: Date of recall, description of recall, and the NHTSA Recall ID. See example below. 

How do we determine Ownership Status?

Indications of Current Ownership

• Sale (the shopper bought this vehicle from the dealer)
• Service (the shopper serviced this vehicle at the dealer)
• 3rd party registration verifications (for customer accounts with Data Enrichment)

Indications of Previous Ownership

• Inventory - the same VIN is now recognized on a different Shopper at the dealership. This could be for reasons including:

  • Trade in - a Shopper completes a trade-in at the Dealership for the vehicle previously listed as purchased by another dealership customer
  • Sale - a vehicle sale linked to one shopper is now purchased and linked to another Shopper at the same Dealership
  • 3rd party registration verifications (for customer accounts with Data Enrichment)
• Shopper Feedback from an AA Service campaigns - e.g. “I do not own this vehicle"
• Service - the same vehicle was brought for service by another Shopper

*Note: If a vehicle was not purchased at the Dealership, the Financing Details will not appear in the Garage [via 'View more details']. 
 

Website Activity Tab 

The Website Activity tab displays information about the shopper website interactions, meaning what this shopper has seen and done on the dealership website. Website Session Activity includes: Sessions, Page Views, Traffic Source, Tracked Conversions, Device-type (e.g. Mobile)

 

Beneath this section is a list of all vehicles the Shopper has expressed interest in based on behavior tracked on the website. Interest includes a VDP view, a lead submission on a specific VIN, or a Sale.



 

Identity Resolution Tab

The Identity Resolution tab displays information about the customer records pulled from available integrated data sources. These may include records from the DMS, CSM, ADFs, or Imported Lists.

Each entity will have a customer card with information pulled from the data source (in some cases we it include the CRM ID so you can easily look up the Shopper). 

Click Here to learn more about how Identity Resolution works.

Dealers using Dealer Socket, VinSolutions or eLeads will see a direct link icon (pictured left) on the page allowing Dealers to click into this entity inside their CRM.

 Conversations Tab

The Conversations tab provides the Dealership with visibility into the SMS conversations a Shopper has had with the AiBot or a Dealer employee. This section leverages Audience Activation Campaign data for those accounts with SMS services enabled. 

The user may also log in (if the Shopper page is locked behind user permissions) and continue the SMS conversation with the recipient right from within the Dashboard.

Important to Note

The Conversations tab is available without Dashboard log in if the restricted access security feature is disabled. If the restricted access security feature is enabled on the account, users will not be able to view the SMS conversation or continue to send messages to the recipient form within the Dashboard.

Anonymous Shoppers

There may be shoppers who we cannot identify for a number of reasons: perhaps they converted on site but didn't provide full contacts details, or they are shoppers who have taken meaningful actions but who have not identified themselves.

Because the Fullpath CDP tracks every single visitor to your site, you may see a Shopper page with incomplete details; this will update as we learn more about the shopper or when they convert or provide updated details etc.