Recently I came across an August 2020 report from Winterberry Group, “The Drive for Data – The Future of Automotive Marketing in a Customer-Centric World,” sponsored by Treasure Data. It outlines many short comings in that the auto industry continues to struggle with engaging consumers with an effective digital retailing experience. In the report, it cites “the harsh reality that a significant amount of dealership digital retailing experience for consumers is resoundingly poor”. In general, digital retailing, especially with independents dealerships, lacks information that consumers are seeking as part of their car buying efforts. And as an industry, we are missing an opportunity to have meaningful engagement with our car buyers. We know consumers are information hungry, as it drives their car buying decisions. Sixty-five percent of consumers spend over a month researching their next purchase, according to Deloitte; with 31 percent spending more than three months researching. To meet this consumer demand, we need to be proactive and rethink how we present our inventory in a manner that stimulates consumer engagement. Plus, utilize real-time analytics for refining how information is shared. When shoppers visit your website and start digging into your inventory, the natural “next click” is for them to visit your vehicle details pages (VDP). Here is where the real level of engagement occurs. Keep your customers actively connected to your inventory with digital portfolio presentations. A digital vehicle portfolio is an organized collection of vital documents that provide a full perspective into the vehicle offerings to build value and create consumer trust. Leverage a tool that allows you to customize your shoppers experience, to include documents such as:
- original OEM window stickers
- recon investment invoice
- CARFAX reports
- original OEM brochures
- photos and more
- In addition, you should also include options for credit and financing services that can help expedite the sales process. Eliminate the shoppers need to go elsewhere to get the desired information they seek.