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
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