For the past decade or so, we have all witnessed more and more of our interactions taking place in the digital world — including the process of car buying.
I recently attended the 23rd Digital Dealer Conference & Expo in Las Vegas, where dealership teams, OEMs and tech providers gathered to discuss the challenges and new tools relating to this online world.
Attendees at Digital Dealer were privy to several informative seminars and keynote panels, but the biggest takeaway for dealers is that dealers have a lot to gain from having a strong online presence.
Potential car buyers, as with the rest of the world, are turning to social media channels for news and peer reviews, creating a network that dealers should take advantage of.
While many people prefer online shopping for things like electronics and clothes, this is not yet necessarily the case for vehicles.
Eighty-four per cent of people still prefer to buy a car in person at the dealership, according to Autotrader’s 2015 Car Buyer of the Future Study. What’s even more important is that although Internet research is an important tool for consumers today, 43 per cent of consumers polled still see dealerships as a place to learn about potential vehicle purchases.
Knowing this, what are some of the digital tools that dealers can use to move customers from behind their computers to the front of the dealership?
It’s no surprise to anyone that people love to watch videos when shopping for a new car before entering a dealership. While flashy ads are certainly captivating, potential buyers are turning to YouTube for a more authentic and detailed look at vehicles.
Potential car buyers, as with the rest of the world, are turning to social media channels for news and peer reviews, creating a network that dealers should take advantage of
Some of the more popular videos include vehicle walkarounds that show the viewer both the external and internal parts of the car, as well as any key features worth mentioning. Test drive videos that show driving experience are also very popular.
Videos are an especially useful resource for customers doing online research prior to visiting the dealership. According to the 2016 Car Buyer Journey study conducted by IHS Automotive, 71 per cent of consumers said they purchased the vehicle they initially intended to purchase when they visited the dealership, highlighting the influence of their research.
For smaller dealerships worried about the costs and skills related to video production, mobile apps like YouTube Director for Business provide step-by-step guidance for users lacking editing experience looking to create videos from their smartphones.
Making informative videos to help customers with their research could not only influence their opinion on a vehicle that they’re on the fence about, it could also drive them to the dealership for test drives.
Although customer service has always been important, the customer experience in the digital age becomes even more crucial. Reading bad reviews online can discourage future potential customers from even stepping into the dealership
While the best practice is to always prevent negative reviews, high expectations from customers may land you with a negative comment online. The question then becomes how you react to bad reviews and resolve the issue.
A polite and understanding response not only sends a message to the reviewer, but to all the future customers as well who may come across your response when they scan through dealership reviews.
Despite the fact that social media and online stores have changed the way consumers shop, dealerships still remain the most valuable resource for car buyers. Stay ahead of the game and utilize social media to showcase what your dealership has to offer.
