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.
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!
Once upon a time, cars from every walk of life lined football stadiums for tailgating season. The year was 2019 and the fall air was crisp. Truck beds donned flat screens and chicken wing buffets. Jeeps displayed elaborate pop-out tents. Ford Focuses pulled up with a lone fold-out chair in their trunk, but we accepted them. Football meant community, frenzy and fabulous accessories.
Though the current state of affairs looks different, the football fan lives on. It’s time to replicate tailgating in our driveway and we need accessories to do it. According to The Sports Daily, the average NFL fan is willing to spend about $200 per tailgating party. That's just for one event. Imagine what a true fan would spend on an accessory that will last them through many seasons. With fans trying to replicate an experience remotely, this could be a banner year for tailgating accessories.
What can one of the most popular burger joints teach your dealership about Vehicle Personalization?
Simple: everybody wants it their way. Personalization is king, and customizing is always a good idea. Right now, dealerships everywhere need all the good ideas to adapt to the times—such as building packages that allow you to display your brand’s personality—while enticing customers. Custom packages can be fluid, seasonal, brand loyal, fun, quirky, and a host of other things.
Every season is alive with possibilities. Yes, even in 2020. Strategizing with the turning of the tides can make the difference for your bottom line. What should you do during the summer of an already dramatic year? The same thing you do every summer, my friend. Focus on what you know, and take one step at a time. So, what do we know?
We know public transportation is declining, making personal vehicles a necessity. We know road trips are beckoning the nation like a Siren's song. We know COVID online shopping has surpassed last year's holiday sales.
We also know Vehicle Personalization is a multi-billion dollar industry. The need for a car mixed with the need for a vacation, topped off with chronic *adds to cart*, should serve you well. This is an aftermarket summer like you've never seen it.
Blazing a trail for a successful accessory program requires strategy. As surely as a new hire needs training, molding an accessory program calls for similar attention.
Is outsourcing really valuable? Can a dealership with a strong management team craft such a strategy on their own? Is there any reason a store couldn’t take best practice tips and implement them themselves? Is the expense of training a good return on investment?
These are valid questions from dealerships nationwide. Particularly now, as we all keep a closer eye on our budgets than ever. Let’s explore the reality of launching a new accessory program in your store.