SHOPSMART AUTOS – CUSTOMER INFORMATION – OCTOBER 10, 2020
Why Digital Retailing Matters to Car Dealers, Customers (PT.1)Modern car shoppers want a convenient, personalized online experience to ease pain points and expedite time spent in-store.
In these days of Amazon-style convenience, where your phone makes almost anything just a click away, the process of buying a car is quickly evolving. While “digital retailing” may seem like the automotive buzz term du jour, its impact should not be underestimated.
It drives stronger leads and more ready-to-buy shoppers to dealerships. Both customer satisfaction and a dealer’s bottom line increase when it’s done right.
While there’s still a long way to go before digital retailing is the industry standard, research already shows its tremendous benefits. A Cox Automotive study says dealerships effectively using digital retailing saw two times more vehicle-detail-page views per visit.
However, getting those views is just the first step. Consumers who engage with digital retailing are six times more likely to submit forms than those that do not engage with digital retailing. Digital-retailing leads close 30% higher than other Internet leads, according to Cox research.
Wise implementation of digital retailing can help dealers operate more efficiently and deliver the experience consumers have grown to expect.
Modern car shoppers desire a convenient, personalized online experience where they can engage on their own terms to ensure their time ultimately spent in-store is expedited.
Moreover, properly executed digital retailing can help dealers address common car-buying pain points, such as a long F&I process or trade-in valuation accuracy and expectations. It streamlines the process for both sides.
Seamlessly Connect Both Online and In-Store
Today, it is not enough to simply have a good in-store experience. To really connect with customers, dealers need to provide a positive experience both online and in-store, increasing the opportunity for personalization.
With a study showing 76% of consumers expecting dealers to know something about them before entering the dealership, it is imperative to integrate digital retailing technology into other dealership systems. This ensures all customer information is recent and properly stored.
These integrations enable dealers to provide a personalized and seamless online to in-store experience by receiving notifications every time the online shopper revises the deal structure. It ensures the dealership has all relevant information in real-time.
This information automatically syncs into dealership management systems to reduce the likelihood of duplicate leads and to understand where a consumer left off in their buying process.
Make It A Champion Day!
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