Digital Dealer - May 2018 - 46

By Shoshana DuBow
Sales Operations
Manager,
AutoLeadStar.
APRIL 21-23, 2015 * TAMPA, FL

COMMUNICATIONS

APRIL 21-23 * TAMPA, FL

Omni-what? Your Dealership and the
Emergence of the Omnichannel Approach
There's no doubt
about it: the car-buying process has changed
pretty radically in the past
15 years. Whereas a
customer's journey used
to begin and end in a
showroom, it now jumps
seamlessly between
different channels several
times. At least, the hope is
that the jumps are
seamless- that's the
current challenge that
every dealer is, or should
be, grappling with.
An omnichannel approach to marketing and
sales takes all of these
shifts into account. It
integrates the shopping,
buying, and owning processes across platforms
and channels so that
every move is part of one
holistic strategy. Dealers
who have embraced the
omnichannel approach
recognize how important
it is to give every customer the best experience,
wherever they might
interact with them. This
is a lot more challenging
than it used to be- when
users were confined to
a multichannel process,
dealers simply optimized
each individual channel
and interaction. Every
email, phone call, and
the sale might have been
critically examined, but
without thinking about
the overall process that a
customer goes through.
46

M AY 2 0 1 8

With the omnichannel
approach, the entire experience is optimized for
each customer, no matter
what stage of the funnel
they find themselves.
Before diving into how
dealers can and should be
changing their strategies
in an omnichannel world,
let's identify where these
jumps and shifts are

tion well independently, as
well as together.
RESEARCH

It's well-known that
shoppers are conducting
more and more research
online, before setting foot
inside of a dealership. In
fact, 75% of the average
person's total shopping
time(1) is spent online.
That's not to say that

WITH THE OMNICHANNEL APPROACH,
THE ENTIRE EXPERIENCE IS OPTIMIZED
FOR EACH CUSTOMER, NO MATTER
WHAT STAGE OF THE FUNNEL THEY
FIND THEMSELVES.
taking place, and how the
customer experience has
changed:
DEALER
COMMUNICATION

Customers now interact
with dealerships on
several different platforms,
often with no warning or
appointment set prior.
Throughout their buying
process, a shopper might
communicate with a dealer by email, phone, text
message, on Facebook
messenger, via a mobile
app, and, of course, in
person. Each form of
communication is used
at a different time and for
a different purpose, but
make up important parts
of the process nonetheless. Each need to func-

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

shoppers are forgoing
a visit to the dealership
store, though. 88% of customers said they would
not buy a car without first
test-driving it(1). Once
someone does test drive
a vehicle, they might then
jump back to the dealer's website, whether to
learn more about the F&I
process, read reviews,
or more. This is just one
of the shifts that can take
place in the omnichannel
car-buying process of
today. One study found
that car buyers typically
shift(2) between online and
offline channels at least
four times.
ONLINE
INTERACTIONS

Even when speaking

only of a person's digital
experience, and forgetting
any interaction they might
have in person, there are
a few different channels
that can be used. First,
most customers now
utilize both desktop and
mobile devices throughout
their car-buying journey.
CarBuyer predicts that by
2020, 80% of shoppers
will use multiple devices to
shop for a car(1). Further, a
dealer's online presence
is no longer confined to
their own website. Social
media platforms, review
sites, and search engines
all play important roles
in a shopper's buying
process.
With all of this in mind,
dealers should wonder:
what does the shift to
omnichannel shopping
mean for them? How can
they continue to succeed,
when they have no idea
when or how a customer
will interact with them?
How should resources be
divided, if every shopper
demands the best experience on every channel?
Especially knowing
that 70% of customers
are leading their own
shopping journey(3), it's
impossible for a dealership to predict exactly how
each shopper is going to
interact and behave. That
being the case, it's even
more important to identify

Continued on pg. 48


http://www.DIGITALDEALER.COM

Table of Contents for the Digital Edition of Digital Dealer - May 2018

Digital Dealer - May 2018
Contents
Letter from the Show Director
Stop Waiting, Start Changing
Technology Does Not Replace Your People!
Key Buy/Sell Trends for 2018
What’s Tomorrow?
Save Today…Gone Tomorrow
Three Pointers to Maximize Purchased Unit Profitability
Your Best Advertising Target!
NADA Recap BY ARNOLD TIJERIN
Digital Dealer 24 Conference & Expo Recap
Put a Ring on It
“Voicemail:” Untapped Opportunity
10 Questions to Ask When Hiring a Social Media Manager
Omni-what? Your Dealership and the Emergence of the Omnichannel Approach
Digital Dealer - May 2018 - CT1
Digital Dealer - May 2018 - CT2
Digital Dealer - May 2018 - Digital Dealer - May 2018
Digital Dealer - May 2018 - Cover2
Digital Dealer - May 2018 - 1
Digital Dealer - May 2018 - Contents
Digital Dealer - May 2018 - 3
Digital Dealer - May 2018 - Letter from the Show Director
Digital Dealer - May 2018 - 5
Digital Dealer - May 2018 - 6
Digital Dealer - May 2018 - 7
Digital Dealer - May 2018 - Stop Waiting, Start Changing
Digital Dealer - May 2018 - 9
Digital Dealer - May 2018 - Technology Does Not Replace Your People!
Digital Dealer - May 2018 - 11
Digital Dealer - May 2018 - 12
Digital Dealer - May 2018 - 13
Digital Dealer - May 2018 - Key Buy/Sell Trends for 2018
Digital Dealer - May 2018 - 15
Digital Dealer - May 2018 - 16
Digital Dealer - May 2018 - 17
Digital Dealer - May 2018 - 18
Digital Dealer - May 2018 - 19
Digital Dealer - May 2018 - What’s Tomorrow?
Digital Dealer - May 2018 - 21
Digital Dealer - May 2018 - Save Today…Gone Tomorrow
Digital Dealer - May 2018 - 23
Digital Dealer - May 2018 - Three Pointers to Maximize Purchased Unit Profitability
Digital Dealer - May 2018 - 25
Digital Dealer - May 2018 - Your Best Advertising Target!
Digital Dealer - May 2018 - 27
Digital Dealer - May 2018 - 28
Digital Dealer - May 2018 - 29
Digital Dealer - May 2018 - 30
Digital Dealer - May 2018 - 31
Digital Dealer - May 2018 - 32
Digital Dealer - May 2018 - 33
Digital Dealer - May 2018 - NADA Recap BY ARNOLD TIJERIN
Digital Dealer - May 2018 - 35
Digital Dealer - May 2018 - Digital Dealer 24 Conference & Expo Recap
Digital Dealer - May 2018 - 37
Digital Dealer - May 2018 - 38
Digital Dealer - May 2018 - 39
Digital Dealer - May 2018 - Put a Ring on It
Digital Dealer - May 2018 - 41
Digital Dealer - May 2018 - “Voicemail:” Untapped Opportunity
Digital Dealer - May 2018 - 43
Digital Dealer - May 2018 - 10 Questions to Ask When Hiring a Social Media Manager
Digital Dealer - May 2018 - 45
Digital Dealer - May 2018 - Omni-what? Your Dealership and the Emergence of the Omnichannel Approach
Digital Dealer - May 2018 - 47
Digital Dealer - May 2018 - 48
Digital Dealer - May 2018 - Cover3
Digital Dealer - May 2018 - Cover4
https://www.nxtbook.com/nxtbooks/digitaldealer/202004
https://www.nxtbook.com/nxtbooks/digitaldealer/202003
https://www.nxtbook.com/nxtbooks/digitaldealer/202002
https://www.nxtbook.com/nxtbooks/digitaldealer/202001
https://www.nxtbook.com/nxtbooks/digitaldealer/201912
https://www.nxtbook.com/nxtbooks/digitaldealer/201911
https://www.nxtbook.com/nxtbooks/digitaldealer/201910
https://www.nxtbook.com/nxtbooks/digitaldealer/201909
https://www.nxtbook.com/nxtbooks/digitaldealer/201908
https://www.nxtbook.com/nxtbooks/digitaldealer/201907
https://www.nxtbook.com/nxtbooks/digitaldealer/201906
https://www.nxtbook.com/nxtbooks/digitaldealer/201905
https://www.nxtbook.com/nxtbooks/digitaldealer/dd26showdirectory_042019
https://www.nxtbook.com/nxtbooks/digitaldealer/201904
https://www.nxtbook.com/nxtbooks/digitaldealer/201903
https://www.nxtbook.com/nxtbooks/digitaldealer/201902
https://www.nxtbook.com/nxtbooks/digitaldealer/201901
https://www.nxtbook.com/nxtbooks/digitaldealer/201812
https://www.nxtbook.com/nxtbooks/digitaldealer/201811
https://www.nxtbook.com/nxtbooks/digitaldealer/201810
https://www.nxtbook.com/nxtbooks/digitaldealer/201809
https://www.nxtbook.com/nxtbooks/digitaldealer/201808
https://www.nxtbook.com/nxtbooks/digitaldealer/201807
https://www.nxtbook.com/nxtbooks/digitaldealer/201806
https://www.nxtbook.com/nxtbooks/digitaldealer/201805
https://www.nxtbook.com/nxtbooks/digitaldealer/201804
https://www.nxtbook.com/nxtbooks/digitaldealer/201803
https://www.nxtbook.com/nxtbooks/digitaldealer/201802
https://www.nxtbook.com/nxtbooks/digitaldealer/201801
https://www.nxtbook.com/nxtbooks/digitaldealer/201712
https://www.nxtbook.com/nxtbooks/digitaldealer/201711
https://www.nxtbook.com/nxtbooks/digitaldealer/201710
https://www.nxtbook.com/nxtbooks/digitaldealer/201709
https://www.nxtbook.com/nxtbooks/digitaldealer/201708
https://www.nxtbookmedia.com