True to its theme of the Evolving Dealership, Kijiji Autos’ virtual DealerTalk 2020 conference hit all the right notes by exploring topics ranging from the impact of COVID on the auto industry to increased efficiency through digital retailing, and inclusive and diversity marketing.
Denis Hancock, VP of Strategy at BrandSpark International, was the first keynote to take the virtual “stage” on October 22. The company partnered with Kijiji on a study to understand how the needs, wants, and general attitudes Canadian buyers and dealers have towards the automobile path to purchase has evolved.
“The most critically important thing is to be the first dealer(ship) that people visit,” said Hancock during the event.
Hancock covered three areas in his presentation: how COVID has impacted the overall vehicle landscape, connecting with a new buyer segment that COVID has created, and seizing and capitalizing on the “considering new and used” shopper opportunity.
“When we tie all the data together, what it came down to is that less than 20 per cent of shoppers see a make and model at one dealer(ship), then go and buy that make and model somewhere else,” said Hancock. “The majority of the people that we saw that explored other dealerships ultimately came back to the first one. And it’s just that reminder of why it’s so important to be that first dealer that they come to visit, now more than ever.”
He said consumers that leave the first dealership to explore other ones will come back if they receive a better offer and are given the opportunity to match it.
The second speaker, Michelle Denogean, CMO of Roadster, explored the topic of digitizing the sales process for a post-COVID world. Her presentation covered the second part of a Dealer Impact Study conducted by Roadster and the National Automobile Dealers Association (NADA) in the United States.
“The big takeaway, because I think this one hits the bottom line the most, is that it allowed (dealerships with digital retailing in place) to sell more cars per person,” said Denogean.
She said that over the last decade, the units remained fairly static — around nine or 10 units per person. Now it has increased, with part one of the study showing that dealers with digital retailing in place were able to sell 13 units per person (May 2020), and part two of the study showing that number increasing to 16 units per person (September 2020).
More information about the survey findings can be found here.
The final speaker of the day was Risha Grant, Diversity Consultant, Founder and CEO of Risha Grant LLC.
Based in the U.S. in one of the reddest states in the country, Grant described her experience growing up Black in a majority White community and how she eventually launched a career to help businesses attract diversity in the market.
The way to do this, she said, is to follow a three-step process that starts with identifying your BS, which is a play on words for Bias Synapse while also calling out your “Bullshi.” She also said it is important to own your BS.
“Confronting the BS requires unconditional love,” said Grant, adding that getting consumers to understand that you want their business involves being intentional.
“(You) have to be intentional to be inclusive,” said Grant. “I’ve been in this industry for 25 years, and I know if I’m not intentional, I’m not going to be inclusive.”
It involves understanding your audience and knowing how to reach your intended audience, being unconventional, and developing partnerships. Dealers can do this by focusing on inclusive marketing (is diversity displayed on the dealership website or just the homepage?), and by building authentic relationships with partners and consumers.
Other highlights of the virtual DealerTalk 2020 conference include the naming of the 2020 Kijiji Autos Innovation Award recipient, Northstar Ford Cochrane of the Northstar Auto Group, which was selected from a group of six dealerships that also included JP Motors Burlington, Wolfe Auto Group, BMW Quebec, Rafih Auto Group, and Crown Auto Group.
However, the big news from Kijiji Autos was the announcement of a new partnership with 360.Agency, a Montreal, Que.-based developer of integrated e-commerce solutions and automotive software.
The partnership will pave the way for the launch of Kijiji and Kijiji Autos Dealers Central by year’s end — a new dealer inventory management system that allows for outbound syndication, off-platform advertising, and more.
“It’s a home for you,” said Leanne Kripp, Head of Autos at Kijiji, speaking to the dealer audience.
The company also plans to launch Kijiji Autos websites in 2021, although more information is yet to be revealed.
Our full coverage of the event will be included in the December issue of Canadian auto dealer magazine.
