SHOPSMART AUTOS – CUSTOMER INFORMATION – MAY 19, 2021
AUTOMOTIVE DIGITAL RETAILINGEliminate the Auto Showroom?
Many automakers and dealers have launched or reinvigorated programs for home delivery of new vehicles during the pandemic – and it’s likely that at least some of those programs will continue in the aftermath. Automakers aren’t alone in this. Home delivery services are exploding in popularity across the country, including products like cars that had largely been retail-only and alcohol. While many consumers may take every opportunity to leave their homes in the immediate aftermath of lockdown orders being lifted, in the long term it’s likely that at least some will have gotten in the habit of moving every component of a traditional retail transaction (except product delivery) online. For dealers, this means making your participation in your OEM’s delivery program something you’re planning on doing in the long term, rather than just doing in the interim. when there are social distancing orders in place. It should involve considering how you have it staffed and managed, what metrics you’re watching, how your customer experience culture should inform and interact with those services, how you integrate it into your dealership’s loyalty marketing program and much more. Forward-looking dealers can also take investments in delivery programs and use them in concert with data-driven loyalty and conquest marketing programs. If your analytics identify consumers who are likely to be in the market for essentially the same vehicle, consider proactively offering them a hassle-free delivery as part of the offer. This may not only work for loyalty customers, but also as a potential conquest option for customers who may have moved into your market or do not have an existing dealer relationship with your brand.
Review and Update Existing Investments for Digital Retail
Dealers have invested in a variety of capabilities to be as effective as possible in their digital retailing efforts – from strategic investments in Business Development Centers and predictive analytics tools, to tactical efforts to keep up with technologies, such as voice search or video trends. This is a good time to look at what investments you’ve already made and consider whether you’re getting the most out of them. Additionally, this is the right time to look at whether those tools and technologies you put in place a few years ago have kept up with the state of the technological art. You may not want to incur new IT costs or other investments right now, but the auto sales market is likely about to enter one of its more challenging periods in years. Hamstringing your ability to compete with outmoded automotive digital retailing solutions is a recipe for disaster. Dealers who proactively adapt to changing automotive retail trends will be better equipped to not only survive but thrive during COVID-19 disruptions and beyond.
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