Adapting for the Future: Omnichannel Customer Experiences

Fueled by rapid digitalization and shifting consumer expectations, the automotive retail industry is constantly changing. To remain competitive, dealerships must adopt proactive strategies that address evolving customer demands.

According to S&P Global Mobility’s latest Vehicle Buyer Journey Study, 65% of U.S. vehicle buyers shop online or partially online.

As customers seamlessly transition between online and offline shopping, dealerships must ensure a cohesive and engaging journey, leveraging digital tools while maintaining the personal touch that makes the car buying process exceptional.

Understanding Today’s Buyers – And Future Customer Expectations

As consumer preferences continue to shift towards digital channels, buyers still say they need to physically interact with the dealership.

In a 2024 industry study, 86% of U.S. consumers surveyed say they want to test-drive a car before buying it – and 74% want to negotiate in-person to get the best deal. Personal interactions build trust and confidence in the purchasing process, making them an essential aspect of the customer experience.

However, online retail options significantly influence dealer selection. Dealers with robust digital retailing platforms attract more customers by offering convenience and competitive pricing. The ability to shop online provides customers with more options and the flexibility to choose the best deals.

Today’s automotive buyers expect a streamlined, omnichannel buying experience including less physical paper and physical interactions with dealership staff. By simplifying the buying process, dealers can reduce the overall time spent at the dealership, helping improve the customer experience and buyer satisfaction.

Enhancing Dealership Customer Experience with Omnichannel Retailing

To meet buyers’ evolving expectations, dealerships must effectively bridge the gap between digital and physical interactions.

Providing a cohesive experience across all channels from the first online interaction to the final in-person handshake is critical to keeping buyers engaged – and building long-term customer loyalty. This means creating an omnichannel strategy that seamlessly blends online convenience with offline personal touches.

Dealers need to ensure that all online and in-person touchpoints are interconnected and reflect the dealership’s brand promise. A seamless experience across channels can significantly improve the customer journey at dealerships of any size.

At a minimum, dealers’ websites need to be user-friendly, intuitive and mobile-friendly. To make purchasing a more seamless process, dealers need to identify opportunities to integrate digital retailing platforms, online financing applications, live chat support and in-store purchasing options, enabling customers to move effortlessly from online browsing to in-store buying.

To meet customers where they are in their buying journey, dealers need to utilize diverse and targeted channels including social media ads, email communications and personalized direct mail campaigns.

Even after the sale, engaging customers is key. By maintaining consistent communication with buyers after the sale with conveniently-timed email follow-ups, satisfaction surveys and follow-ups dealers can promote long-term loyalty – and proactively prevent defection.

Strategic Leadership and Data-Driven Management

Creating a smooth transition between online and in-person customer interactions is key to providing a consistent omnichannel customer experience. To ensure each department is able to seamlessly transition their approach from online to in-person, start with a well-managed process from the top down.

Comprehensive Data

Dealers need to equip their teams with the right tools and technology to take control of their own success and engage audiences across channels. By investing in technology that supports cross-channel communication and data integration, dealers can provide their teams with a comprehensive view of customer behaviors across channels.

With integrated, actionable insights, dealership sales and marketing teams can better understand audiences, improving their marketing strategies integrated data and reporting tools to better understand your audience and improve marketing strategies

Cross-Department Communication

Effective communication is vital in aligning team efforts and ensuring a unified approach to customer engagement. Dealers should implement regular training sessions and feedback loops to keep their teams informed and motivated. Transparent communication channels within the dealership can help identify challenges and opportunities promptly, fostering a collaborative environment focused on continuous improvement.

Download the Whitepaper:
Dealership Checklist: Uniting Sales and Service Teams

Strategic Goals & Objectives

In addition to communication, setting S.M.A.R.T. (Specific, Measurable, Achievable, Relevant, Time-bound) goals can drive performance and accountability. By defining clear objectives for each stage of the customer journey and regularly tracking progress, dealerships can ensure that all team members are working towards common goals. These goals should be aligned with the dealership’s overall strategy and customer-centric approach, ensuring that every action taken contributes to an enhanced customer experience.

To stay ahead in the continuously evolving automotive retail market, dealers need to adapt to the changing needs of their customers. This means recognizing the way they have always operated may no longer be sufficient on its own.

Today’s customers now expect a seamless blend of online and offline experiences, where they can transition effortlessly between digital interactions and physical visits. By understanding and adapting to these changes, dealerships can exceed customer expectations, leading to increased satisfaction, loyalty, and ultimately, sales.

Want to learn how Mastermind can help your dealership adapt for the future and engage audiences across channels? Request a demo.