SHOPSMART AUTOS – CUSTOMER INFORMATION – MARCH 11, 2021
In the automotive industry, shopping for vehicles, new and used, has changed. Many customers are using online solutions for automotive purchases, and in many cases, skipping the in-person car dealership experience entirely. Car dealers have begun to incorporate online into their sales processes. These dealerships are digitizing the car purchase. Dealerships have put many of the functional aspects of buying a car online. But, something bigger is on the horizon. In an increasingly digital world hyper-personalizing the car purchase experience will be a path to success. Individualizing the entire car-buying process, from start to finish, for you and you alone creates a market segment of one person. Right now, the situation with car dealerships is fluid. But AutoNation believes it has the right formula for personalization. Michael Jackson, the temporary CEO of AutoNation (until 2022), told analysts that AutoNation has the omni-channel infrastructure to put customers in control of the degree of personalization that is just right for them. The customer decides, “where that line is” between online and in-person. He said, “So what I can tell you is where the consumer is happiest is right where AutoNation is. And, we fully originate 45% of our business through the digital channel. And, then at some point, there’s a crossover, and we let the customer decide where that crossover is, and we give them a fabulous experience from that crossover, and they can move seamlessly back and forth.” In order to personalize, the marketer must know a lot about the customer. For years, car dealers just wanted to move the metal out the door. Who the customer is, why they want the vehicle, and for what occasion the vehicle is needed were not a dealer’s focus. Just make a sale. Every customer who walks into the dealership receives the same treatment. A think piece from the global consulting group, McKinsey & Company, discusses individual customer personalization at the auto dealership. The dealer must understand exactly what type of customer just walked in. McKinsey & Company recommends that car dealerships build their business models around “… what customer types are you actually addressing?” To do this, a car dealer will need to know all about you. So, are you willing to divulge a massive amount of personal information just to buy a car? McKinsey & Company believes this will be the case. The takeaway from the McKinsey & Company report is that you will cede all your intimate information in order to receive a personal car-buying experience and the dealership will use it, hopefully wisely. In order for the dealership to stay alive as a desired and valuable venue for car purchasing, McKinsey & Company sees a few critical components for car dealerships. If car buying goes down this road, here are just a few of the ways your future car buying will change.Tags: 2019 Subaru Forester Touring, 2020 BMW iX3, 2020 Chevrolet Suburban, 2020 dodge charger, 2020 EQC, 2020 Ford Super Duty, 2020 Honda Pilot, 2020 Kia Optima, 2020 Mercedes Benz, 2020 Nissan Versa, 2020 Subaru WRX STI, Audi SUV, BMW, Brandon K. Hardison, Chevrolet Car, Chevrolet Sonic, Dodge charger, electric vehicles, honda, Honda Pilot, Hyundai SUV, Mercedes Benz, Nissan Rogue, SUV, upcoming car, Volkswagen, Volkswagen Tiguan SEL Premium R-Line, Volvo Car
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