As COVID-19 vaccination accelerates in several parts of the world, we can begin to think about what a typical post-pandemic customer will look like, and what strategies will help us serve them appropriately.
Google recently published an Auto Dealer Guidebook on customer behavior in the US market, and some of the conclusions can be extrapolated to other regions. Here are some highlights:
- 10% of new vehicles sold in the first six months of 2020 were sold online.
- 65% chose the dealership to buy from by surfing the web.
- 80% of vehicle purchasers took an action after watching an online video.
- 88% of purchasers that used online videos for doing research were 100% certain on which vehicle to buy.
- 65% of vehicle purchasers expect to have more online purchase or research options.
Keep it traditional, without ignoring digital marketing
The digital transformation may not cover the entire commercial process, but it will affect many of its stages, converting it into a hybrid process. And this not only affects sales but all dealership departments.
Considering this scenario, let’s see some digital strategies that you can implement in your dealership.
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- Implement paid advertising on search engines and websites, choosing your target audience. The origin of leads is changing rapidly.
- Add WhatsApp and other communication tools to your sales process.
- Participate in social networks and websites where customers perform research.
- By 2022, 82% of Internet traffic will be video. Analyze the possibility of creating video content for ads, test drives, or reviews.
- Segment your customers by different criteria, and create sales campaigns with your CRM.
Service and Parts
- Simplify parts purchases through an eCommerce platform.
- Streamline the customer experience for booking appointments by using an online scheduling tool.
- Automate the delivery of invoices and key information to your customers so they don’t need to go to the dealership and get it.
- Provide a door-to-door service for picking up and delivering customer vehicles to ensure health and safety protocols.
- Offer scheduled or preventive services based on the mileage of customers’ vehicles.
Customers want to access their current account, but calling or emailing is tedious and takes time. Many dealerships have implemented platforms that integrate with their DMS and provide customers with self-service access to their account information.
- Current account status
- Services performed
- Past due invoices
- Status of parts orders
These tools improve communication and customer satisfaction, while help administrative staff save time spent answering queries.
In this scenario, the role of the dealership as a provider of vehicle information is overshadowed by the web.. Therefore, it is essential to focus on and developing new approaches to reach potential customers, and alternatives for improving the relationship with current customers.
Contact us to receive more information about how Autologica Sky DMS can help.