As the decade comes to a close, a few things remain that dealers can check off their list to better prepare for the New Year and help them stand out from the crowd.
According to Cox Automotive, the first thing they can do is spread their “digital retail gospel” across the dealership website. That means ensuring customers know you are investing in digital. Make it front and centre, particularly on the most important and most visited pages, and make sure it shows up on the homepage.
“By merchandising your digital retail experience across your website, you are creating awareness in the minds of customers who may not currently be in the market for a car now, but will be in the future (e.g., customers scheduling vehicle service),” said Cox Automotive.
Second, let consumers know they can start the car-buying process online on the dealership website by promoting a message about it in the service department. Then, create a landing page on the dealership website that informs the consumer about this exact process.
Dealers can also create a fun and educational video that covers the online car-buying process and/or post positive testimonials from customers. The focus in this case would be on things like time saving and less in-store paperwork. Another consumer-favourite is the inclusion of an infographic that details the steps of the process — which could potentially be more affordable than the video, depending on how long it is, and how it is being tackled.
Cox Automotive also suggests launching a digital ad campaign.
“Your dealership’s decision to invest in digital retailing is a big deal, so treat it as such by devoting some ad dollars to it,” said Cox Automotive. “Use display advertising that drives to your dedicated digital retailing landing page that explains the process.”
Finally, dealers should also consider taking advantage of social media and their PR to discuss their digital retailing experience. Photos of happy customers can be posted on social media platforms, with the necessary hashtags to reach a wider audience and create traction.
Overall, the idea is to ensure dealers’ digital investments are loud and clear, as potential car buyers and customers will want to know.
