3 Digital Retail Tips: Lessons Learned During COVID-19 Disruptions

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Customers have never been more open to buying a car through an online dealership than they are right now – and some of them are going to make online shopping their primary mode of purchase for good. However, industry research finds only 62% of dealers are completely satisfied with their current digital retailing solution. Dealers who adapt to new consumer buying behaviors now by committing themselves to the same level of excellence in virtual sales as they do with in-person sales will be positioned the best to not only survive the current crisis but also to thrive in the long run. 3. Unite Your Dealership For everything that's changed, the most important factor has remained the same: Customer experience is critical in every single sales and service touchpoint. This is where too many dealers are failing to deliver on their brand promise. Most dealers have not done enough to create a smooth sales experience, regardless of where in the process the customer transitions from online to in-person. For example, if a customer first contacts your dealership by phone and starts the sales process with a team member, you wouldn't make them start over from scratch when they arrive at the dealership, right? While some dealerships have a dedicated Internet salesperson to ensure these buying experiences are connected, staffing constraints can limit this approach. Thankfully, data-driven marketing tools allow dealers to deliver the CX today's buyers have come to expect – even with a reduced staff. Leverage your dealership's CMS, DMS and data mining solutions or sales platforms to create automated personalized marketing campaigns to do the heavy lifting for you. Ensure your entire sales team – new, used and online – can easily access the same data- driven talking points to maximize customer engagement to ensure the entire buying experience is seamless. Interested in learning how Market EyeQ by automotiveMastermind can empower your dealership to deliver excellent customer experience and maximize the returns of your digital retailing initiatives? Request your demo today. OF AMERICANS HAVE TRIED NEW SHOPPING METHODS, BRANDS OR PLACES DURING THE PANDEMIC, AND AT LEAST 60% HAVE THE INTENTION OF STICKING WITH THEM IN THE LONG TERM MCKINSEY & COMPANY, AUGUST 2020 75% MORE THAN OF DEALERS SAY THEY HAD DEDICATED DIGITAL RETAILING STAFF TODAY, 66% OF DEALERS SAY THEY HAVE DEDICATED DIGITAL RETAILING STAFF 52% BEFORE COVID-19, COX AUTOMOTIVE: 2020 COVID-19 CONSUMER IMPACT STUDY 800.801.0018 | info@automotiveMastermind.com ©2020 automotiveMastermind®. All rights reserved. | A business unit of IHS Markit™ LEARN MORE ABOUT MARKET EYEQ automotiveMastermind.com

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