Digital Retailing Dos and Don’ts

This time of year typically means the start of spring, meaning nicer weather and more outdoor activities.

This year is different. Rather than shooting a basketball or walking in the park, a large majority of Americans are at home now and likely online more than ever. With more time spent inside on the couch rather than outside on the grass, consumers’ shopping and media consumption habits are changing daily.

As 55% of consumers say they currently prefer to not visit the dealership in person, dealers must be prepared to digitally engage on the shopper’s own time and terms.

A well-implemented digital retailing strategy can help dealers navigate this rapidly changing climate.

Dealers can create a personalized shopping experience and ensure that online shoppers are well taken care of. Give them the flexibility to complete as much or as little of the car-buying process online as they would like.

Whether browsing for vehicles, starting a deal or completing multiple steps, a seamless digital retailing experience is not something you’ll want to miss out on.

To answer some of the most pressing questions on dealers’ minds, I want to share some best practices and common pitfalls for implementing or improving a digital retailing strategy.

First, the digital-retailing dos.

DO:

Turn Storewide Guidelines into a “Cheat Sheet”

Priotizing internal and external communications is key to a successful digital retailing strategy. If your staff aligns on the process internally, you’ll show a united front to digital consumers and ultimately convert more leads into sales.

Create protocols that train staff on identifying and responding to digital steps to, among other things, know where the customer is in the car-buying journey.

This cheat sheet will help staff turn online customer data into actionable information they can leverage to personalize and streamline the customer experience.

Introduce a Digital Concierge

Appoint at least one staff member to serve in this role of the go-to person for all digital retailing inquiries and information. By interacting with a single point-of-contact, the consumer gets personalized attention and doesn’t fall through the cracks.

Establish Yourself as a Trusted Source

Price comparisons, colors, quality, reliability – you think it, they’ve got it. With so much information at their fingertips, transparency is critical from day one with consumers.

If you aren’t providing real pricing on your site or providing full access to all the vehicle information needed, consumers will take notice and won’t be afraid to click next.

Personalize the Entire Experience

When interacting online, you must develop a transparent rapport with shoppers. If done correctly, you will be perceived as a trusted source when negotiating pricing and deal terms or determining next steps in the buying process.

By the time the consumer is ready to finalize the deal, the pre-existing relationship should be in place. But personalization doesn’t just stop there. Your salesperson should know how to quickly and easily access customer information and prepare the digital deal jacket, saving everyone time.

Spread the Word

Digital retailing is still a fairly new term, so never assume consumers will know you have a digital sales channel unless you tell them yourself.

Tell the potential buyers your offerings and extend your reach beyond just your website by using third-party listing sites to gain additional exposure with consumers and create new opportunities to showcase your inventory. 

Now for the digital-retailing don’ts.

DON’T:

Assume It’s Too Expensive

In the words of Zig Ziglar: “Your input determines your outlook. Your outlook determines your output, and your output determines your future.”

Digital retailing is that future, so invest accordingly.

When it comes to creating a personalized shopping experience for consumers, the benefits tend to outweigh the costs.

Early adopters are using digital retailing as a powerful tool to differentiate their dealerships, reaching more potential shoppers earlier in the process and getting deals done faster.

Cox Automotive data indicates dealers who use digital retailing in their sales process have 26% higher gross profits and a 30% higher close rate compared. That’s a pretty good investment. 

Believe Digital Retailing Is Impersonal

Digital retailing is only impersonal if done improperly. Take a look at Amazon or Zappos. You can give consumers what they are looking for and treat them as individuals by meeting them where they are in their shopping process, whether they are just starting or are one step away from buying.

Talk to them like you are continuing the conversation that they started with you online. You need to have all their details on the car they’ve looked at, payment they’ve worked out with terms, trade in info, F&I options if they choose.

Acknowledge that important information in your responses.

Take More Than 24!

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Make a concerted effort to provide tailored responses within that timeframe. This makes it clear to the consumers that their time and business is important to you. When confronted with a situation in which a staff member needs time to think through an answer, acknowledging the consumer’s message first and then sharing a well-thought-out response is better than ignoring the customer inquiry at first. 

As more consumers move online, digital retailing has never been more relevant. Like any major new trend, the shift to digital retailing can be harder to adopt, but the connections speak for themselves.

With the right tools in place and the right mind set, your dealership can go from being passive to active.

Mo Zahabi is senior director-product consulting for Cox Automotive’s VinSolutions, Dealer.com, and Digital Retailing.