How To Navigate The Pandemic As An Automotive Dealer
What is the new normal when selling a car during and after a global crisis?
A lot has changed over the past few months that has impacted the economy and how we think about everyday life. With life turning mostly digital, it has forced companies to reevaluate their business strategy.
As digital marketers, we understand the changing behaviors and use data to build a strategy that is tailored to your company. We will help you continue to build relationships with your clients while acquiring prospective customers. Building relationships is ESSENTIAL in the auto industry. This is what dealers need to understand about thriving online right now.
Consumer Behavior
This massive disruption to everyday life has turned people to use the internet and watch more tv than ever. In Seattle, television usage went up 22% in just one week in March. Likewise in NYC, tv consumption increased by 8% the same week.
With the absence of sports to watch on tv, customers have turned to watching old games online, increasing digital activity significantly.
Consumers today are focusing on digital media, search, and social even more than they did before. This is the time to make strategic decisions based on new consumer behavior not the time for businesses to go dark online.
How Auto Dealerships Can Protect Customer Relationships:
Explain what measures and precautions are being taken at the dealership
Let your customers know that you prioritize their health and the health of your employees. Tell them the extra precautions that you take in order to keep them safe. The community will feel protected and trust that your store puts their community first.
Limit your hours and encourage appointments
Appointments reassure the customer that there will be fewer guests at one time, and they will have personalized attention. Limiting the hour not only gives your store extra time to prep for the next day but engages serious customers.
Reach out to old leads with new incentives
Past leads may have an opportunity now to make a purchase with new, aggressive incentives that are being rolled out by most of the major manufacturers. Reach out to those who showed interest in the past to see if you can re-engage them. With a less chaotic schedule and appointment, they may be more receptive.
Deliver test drives
Make the process even easier for them, and reduce their worries about entering your dealership, by bringing the test drive right to them.
Facetime with customers to do vehicle walk-arounds
Get the buying process started with those in the market for a car by helping them see your inventory up close, without having to come to the dealership. Even with the stay at home order lifting in some states, give you customers that extra comfort that doesn’t require their attendance.
Sending videos of vehicle walk-arounds to customers
Keep the videos from walk arounds to send out to potential buyers. An up close look at the inventory will encourage a sale.
Offer pick up and drop off options for service customers
Customers trying to practice the recommended social distancing may still need their cars serviced. By offering them pick up and drop off services, you can encourage them to engage with your service department while also minimizing their risk.
Reach out to existing customers from the GM/owners
Take this opportunity to let your customers know that you are right beside them to build solidarity. Use email and social media to let them know that your dealership is doing your part.