CUSTOMER TOUCHPOINTS GUIDE:
Engagement Opportunities Across Platforms
OMNICHANNEL EXPERIENCE:
Seamlessly integrating online and offline channels to provide customers with a
cohesive and convenient experience throughout their buying journey.
While the automotive industry has seen a significant shift towards digital retailing, dealers
must not forget the basics. As customers continue to look for convenience, personalization
and efficiency in their buying experiences, customer experience both online and inside the
dealership showroom are key.
STAGES AND TOUCHPOINTS
A W A R E N E S S :
Online:
• Social media ads
• Search, display and banner ads
• Automotive blogs and review sites
• Email marketing campaigns
Offline:
• TV and radio commercials
• Print advertisements and billboards
• Direct mail flyers and brochures
• Outdoor displays and guerrilla marketing
tactics (e.g., inflatable figures or eye-
catching installations)
Omnichannel:
• Leverage predictive marketing technology
to mine your CRM, CDP and other customer
data to identify and engage customers
via phone/email/text or while in the
service drive.
Providing a convenient and personalized omnichannel retail experience is no longer an option –
it's the key to dealers' continued success. By optimizing their omnichannel customer experience,
dealers can provide a seamless customer journey across all platforms, from online browsing to
in-store purchases.
This requires consistent, personalized and transparent communication across channels. To keep
prospects engaged across channels, dealers need to meet buyers where they are, tailoring their
approach to each buyer's individual needs, preferences and stage of the buying journey.
Consider the following touchpoints and how they can be optimized to maintain engagement and
deliver a seamless customer journey. Remember: Some touchpoints will also be omnichannel,
straddling the line between online and in-person interactions.
