The auto retail experience is changing but dealers who embrace it will adapt
There is little doubt that 2019 will be a year in which new or developing technologies and innovation will continue to emerge, offering new car dealerships the prospect of changing how they engage consumers and conduct their day-to-day business.
There are any number of opinions about new developments that may present themselves. Whether it’s online tools to acquire price information and market cars, data analysis, ad-purchasing systems or online retailing apps and platforms for customers — new technologies will remain at the forefront of the industry.
As technology becomes more prevalent, it’s important to balance these opportunities with the need to keep it simple and straightforward — for staff and customers.
As an example, online buying is an emerging opportunity for dealerships, and there are a lot of different solutions to consider. Avoid those that require a complex setup or significant operational change, and embrace opportunities that can leverage your website presence and solutions that are more interactive between sales staff and customers.
People today who are buying their first cars have lived in a connected world for most of their lives, with unparalleled access to information and independence within the shopping process.
Customers, to a large extent, are different from those encountered in past decades, with respect to demands and expectations. People today who are buying their first cars have lived in a connected world for most of their lives, with unparalleled access to information and independence within the shopping process.
The one aspect of retail car sales that remains essential is the need to create an excellent customer experience on the sales floor. Sales professionals need to be equipped with high-level information to answer any customer queries about vehicles and the latest technology options.
Some of the prominent features may include high-resolution, multi-angle surround-view cameras; wireless charging; vehicle control via a mobile app; steering avoidance systems; digital gauges which in some models are replacing physical gauges; road scanning which searches the road ahead for imperfections and obstacles; and, semi-autonomous driving.
Sales professionals should also have plenty of data on customers. Repeat shoppers and people who interact with your dealership online create a trail of data that adds up to a unique customer profile.
When accessed in a timely fashion, that information can provide insights that make the in-person experience more productive for the consumer and provides a sales person with a better chance of impressing today’s connected audiences. When such data isn’t available, you’ll make an impression — but not as good a one.
A retail outlet is better able to accomplish its work when staff are supported by hardware, software and services that reflect industry standards— and again, this is where technology is key. Even one faulty step in the auto purchasing process can hurt a customer’s buying experience and it’s better to be proactive and improve these functions now than to wait until they’ve caused sales to suffer.
The cars and trucks any dealership sells should run consistently year-over-year and the service provided should be just as consistent.
When your dealership runs like a well-oiled machine, and customers can move smoothly from learning about a new vehicle, engaging staff, to signing the paperwork and driving away, you gain a serious advantage over competitors that don’t offer the same positive experience.
Customer expectations and standards about the level of service they’re offered will only grow as brands across industries become better at catering to individuals who have dealt with them before.
To that end, there is a great value in feedback — from internal departments and teams, but most importantly, from customers. Ultimately, their experience is the one that counts and one that translates into increased satisfaction and profits year-over-year.
