Digital Dealer - October 2017 - 35

Road Map to DD23 | Sept. 18-20 | Las Vegas

In the automotive
world, dealership marketing has adapted to the
concierge economy in
some ways, but not all.
On the one hand, by the
standards of brick and
mortar retail, the showroom customer experience is quite stunning.
Visitors are engaged
quickly, the showrooms
are clean and beautiful,
the cars sparkle, the
lounge is stocked. This is
fantastic.
On the other hand, the
concierge approach to
digital marketing has not
yet reached its potential.
In some cases, visitors
to dealership websites
encounter relevant,
tailored messages that
adjust as they engage
on-site. But unfortunately,
shoppers are just as likely
to encounter this:
With simultaneous,
mismatched messaging,
this website is confusing and overwhelming- and certainly does
not address individual
needs the way customers
expect. Compare this
experience to, say, the
experience of buying a
Tesla. Their website is all
about customization and
personalization, directing
customers immediately to
choose the vehicle and
features that are perfectly
suited to their personal
needs.
THE CHALLENGE
OF IMPLEMENTING
A CONCIERGE
APPROACH ONLINE

The major reason that

the concierge approach
lags on dealership
websites is that implementing the necessary
infrastructure for true
personalization remains
a real challenge. The
machine learning and
artificial intelligence (AI)
tools that can actually execute on data for
dealerships- tracking and
synthesizing user data
in real-time, and making
personalized decisions
for each customer- can
seem daunting and complex. Moreover, they're
still slightly ahead of the
curve where most dealerships are looking for their
marketing solutions.
However, these tools
are becoming more and
more accessible. New
products are emerging
that can deliver AI marketing tools that seems
like science fiction- but,
in very real terms, can
offer dealership customers a truly personalized
online experience that is
both tailored and respectful. It is easier than ever
to implement a concierge
economy on dealership
websites- and to reap the
benefits in convenience
and profits that it offers.
The dealerships of
tomorrow should be
actively researching and
experimenting with AI and
machine learning tools.
Dealerships that successfully integrate these tools
into their digital selling
environment will benefit
from lower cost of sale
and greater monthly lead

haul. Most importantly,
they'll have customers
who feel that they both
had a fantastic experience in researching a
car, and were catered to
exactly according to who
they are and what they
want. That's what the
concierge economy demands- and that's what
will keep dealerships
ahead of the competition.
AHARON HORWITZ is
CEO and Co-Founder of
AutoLeadStar. Aharon is
passionate about bringing
cutting-edge technology

solutions to the forwardthinking dealership. He
leads a team committed to
increasing dealership sales
through improved efficiency,
scalability, and personalized
customer experience.
He regularly speaks and
writes about automotive
innovation, contributing to
industry publications and
conferences. Aharon's
drive for developing useful
technology with tangible
results has garnered
coverage by Inc. Magazine,
The Next Web, and
LifeHacker, Mailchimp,
Infusionsoft, and major
automotive publications.
EMAIL: Aharon@
autoleadstar.com

D I G I TA L D E A L E R . C O M

OCTOBER 2017

35
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Table of Contents for the Digital Edition of Digital Dealer - October 2017
