In store personalized customer experiences typically depend on how car dealership sales executives tweak their approach to different customers based on both verbal and non-verbal cues. They are able to adjust their strategy depending on the likes and dislikes they were able to glean from their interaction with a prospect. In fact, 80% of consumers are more likely to purchase from a brand that provides such a personalized experience. So, aside from being a natural sales tactic that executives must employ, personalization is also a key factor that keeps dealerships trusted in the mind of their customer.
However, with a target audience that is more inclined to explore and make a purchase the traditional avenue to a personalized approach is disrupted. This eliminates the vast majority of the activities a sales rep could conduct in an attempt to keep customers interested ultimately directing them towards making a purchase. Today, more than 85% of car shoppers research their next likely purchase online. Which means converting the value of brick-and-mortar sales methods into a personalized online presence becomes the only way to reach this untapped market potential.
How Important is it to Personalize Digitization?
An increasing number of customers demand that the internet meet their every expectation and more so when it comes to e-commerce. If queries are not resolved quickly then any intention to purchase is completely lost. Close to 75% of customers report negative experiences when e-commerce platforms employ a commercialized mass personalization approach. People want a tailor-made journey that can give them the impression of a one-man demographic.
Companies that have adopted a personalization strategy that targets a single user at a time have seen a number of benefits especially in terms of revenue. ROI has been proven to increase five to eight times over with the advent of single-user-focused digital marketing advances. Customer response rates are another important factor to consider while rolling out customization. If a prospect isn’t ready to engage then it doesn’t matter how close to home you strike.
How Can Your Dealership Benefit from a Digitally Personalized Experience?
Delivering an online shopping experience that is personalized to your consumer is only successful so long as it does not seem out of sync with your in-store journey. If each step of the way can flow seamlessly into the next, then you increase your likelihood of conversion. Here are four advantages of providing personalized, enhanced online experiences for your clientele.
- Long Term Customer Relationships
Many dealerships often overlook the value that can be found in a post-purchase relationship. Even though customers have taken the “last step” in their buyer journey it doesn’t have to signify the end of your services. In fact, in many cases this is seen as an added bonus by customers who also did not expect to receive more from their dealer relationship; it can do a lot in terms of generating a positive impression.
You could provide your customer with a sustained source of useful information on service notifications, promotional offers or vehicle upgrades for a new customer. Or if you’re reaching out a veteran user of your services you could inform them of lease purchasing guidelines, trade-ins or upgrades.
- Fostering Leads
Customization can begin right at the beginning when a lead is entered into the CRM. By observing the accompanying data details regarding what pages the customer has viewed and for how long along with any other specific questions they may have had. This information can play a vital role in the first method of contact that is established be it a text, email or phone call.
Dealerships that employ customization into their approach have seen higher conversion rates over 70%. Meeting automobile consumers where they are along their journey instead of vice versa can make a world of a difference when it comes to making a purchase. People in the early stages can be provided with model information while those closer to buying could be offered links to financing forms.
Giving customers what they need before they can ask plays a significant role in leading them further down the funnel.
- Convenient Website Content
Everyone lands on your website looking for different information, the best way to target them is by offering varied content. Providing relevant information on your website will increase the likelihood of the prospect continuing their buyer journey leading to conversion.
- Unique & Personalized Promotions
Tap into the individual desires of your prospects and customers with unique offers that are tailored to their interests and buying behavior. This is useful to win new customers and sustain long-term relationships with existing customers.
- Easy to Use Trade-In and Valuation Tools
Giving consumers as much information and tools that they can use themselves to help them with potential trade-ins and evaluations is a sure-fire way of making sure they stay on your page.
- Purchase Guides
If comparison tools are unavailable on your website, it wouldn’t hurt to incorporate quizzes that can help make a selection.
- Detailed & Up to Date VDPs
Make ample information along with photos, features and pricing available to your customers browsing your Vehicle Detail Pages (VDPs).
Harness AI-Based Lead Generation
Artificial Intelligence (AI) based ad targeting and retargeting is a great way to keep customers in the buying loop. It tracks user’s online activity prior to visiting your website and the actions taken after as well. With this information it can personalize ads and other marketing material that can be repetitively displayed to your target audience causing them to retrace their steps back into the funnel and further along as well.
Are you interested in leveraging digital personalization to enable enhanced online customer experiences for your dealership? Our team at SalesCatcher would be delighted to assist you. Working towards adapting to an age of digital transformation is the only way forward for any industry. Cater to consumers and achieve greater agility with SalesCatcher’s Intelligent Offering (iO). Our AI orchestration platform – iOFlow, working in tandem with our intelligent RPA tool – iOBot can create a highly customized experience for each of your consumers. If you’d like to find out more our AI team at SalesCatcher would be happy to help.
