There’s no customer more coveted than the repeat customer. Now, more than ever, dealerships must stand out in the crowd and maintain a good reputation. Loyal customers achieve both those ends. Practice these three strategies to keep your customers pleased. In turn, those loyal customers will refer their friends and utilize your store for all their automotive needs.
Who better to focus your efforts on than the prospect in your backyard? Local marketing is a form of both traditional and digital marketing that dealerships need to be heavily involved in, if they want to compete for the market share of the automotive industry, in 2021.
The year was 1997. Blockbuster looked down from its throne to scorn the new court jester. The jester danced with enthusiasm and grit, smiling warmly at the King of Video Rental. Blockbuster rolled its eyes and signed off on a late fee for Good Will Hunting. There are a few details to spare, but the King later died a tragic death. The jester took the throne, and quadrupled the kingdom. The jester is Netflix, and his legend is clear: don’t get too comfortable or the joke is on you.
The short answer is yes—in due time.
The need for more commonplace electric vehicles is growing. In some areas of the world, cutting down on carbon dioxide emissions is reaching critical importance. China and India are already visiting the need for electric buses, because air quality stays consistently in a dangerous range. Collectively, we're all concerned about global warming and increasingly so. Today, revamping the way the world drives isn't priority number one, and that’s not to say it isn’t in the back of everyone's mind.
The pandemic rocketed the automotive industry forward one to three years in accepting digital retailing. Years before COVID, we knew Carvana and Vroom were changing the way consumers bought cars. The option to buy online affected dealerships some, however we weren’t comparing apples to apples.
Consumers did, and still do, like to sit in a car before they buy it. With the majority of customers buying cars traditionally, online retailing was a secondary focus. Just one year ago, merely having a web inventory and an active social media presence made your store competitive in the digital space.
Well, now, everything’s changed.
Why Does Automotive Digital Retailing Matter?
Google published some astonishing statistics about online buyers. Their data showed that 84% of Americans are shopping for something in any 48-hour period. Additionally, 63% of all shopping began online. The research went further, examining trends when people buy specific products. Those in the market for a car took to Google to gather information. Said consumers ranged from 20 to 68 years old. Over time, these shoppers researched the best dealership, brand, and trade-in online. We can infer the end result. The consumer likely bought a car they chose from their research. The vehicle was likely purchased from a highly rated dealership, also found online.
If COVID-19 hasn’t convinced car dealers of the necessity of a vibrant online retail presence, maybe Cyber Monday 2020 will. Even before the pandemic, Cyber Monday was growing as the virtual twin (literally!) of Black Friday. Cyber Monday emerged as shoppers logged online the Monday after Thanksgiving to check store websites for any missed deals from Black Friday.
Adobe Analytics, a marketing data software company, is predicting—in spite of or due to the pandemic—that Cyber Monday 2020 (Nov. 30) will garner $12.7 billion in online sales, up from the $9.4 billion in e-commerce in 2019.
Don’t even try to spook anyone this Halloween. We’re all in a state of hyper-vigilance from 2020, and masks aren’t amusing anymore. When you greet your customers in October just give them some apple cider and a hug. We’ve all been through enough.
Instead, deliver a memorable car-buying experience by lavishing your people with sweet goodness. Vehicle Personalization is all treats and no tricks for everyone involved. From your customer to your General Manager, accessories give everyone just what they want.
It’s probably tempting to think end-of-year sales objectives are out the window at this point. After all, 2020 has thrown us for loops and there’s still a quarter left. Overcoming is our theme, and it’s not over till it’s over!
How can Insignia help you finish strong this late in the game? The answer is still accessories.
The OE brands that Insignia supports showed an average increase in order value of over 18% in 2020 compared to 2019!
These are unique times for the automotive industry. Online car sales are surpassing what we're used to, while in-person sales are transforming to fit the times. Unfortunately, accessories can fall by the wayside when we're hyper-focused on moving metal. After all, many dealerships are merely surviving. How can a salesperson offer accessories online without losing the customer's interest? How can an in-person sale survive the perceived "extra step" of an accessory presentation?
The reality is, accessories can cushion your bottom line. After all the hard falls we had this spring, we could all use some extra cushion now. So don't neglect the incredible profit potential Vehicle Personalization has to offer! Lead in to your lead-in products for an easy transition from car sale to accessory presentation.
No dealership has escaped the evolution of the automotive industry due to COVID-19. Since the onset of the pandemic, businesses around the globe have had to respond accordingly. As the world slowly re-opened in a new way, consumers were quick on the draw to review businesses' safety precautions, interactions, conveniences and more.
Those who rose to the occasion attracted clients. Those who made mistakes, no matter how small, suffered at the hands of the Internet. How you continue in your COVID-19 response will set you apart as the pandemic and coming months unfold.