Digital Dealer - May 2018 - 48

Continued from pg. 46

COMMUNICATIONS

APRIL 21-23, 2015 * TAMPA, FL
APRIL 21-23 * TAMPA, FL

specific person.

tools that both optimize
one individual channel, as
well as the overall buying
process with all of its
shifts and pivots. Keeping
this in mind, there are
several strategies dealers
can deploy:
CROSS-CHANNEL
TRACKING

OPTIMIZED
EXPERIENCES, ONLINE
AND IN-STORE

Because a shopper can
move seamlessly between
several different channels
while "interacting" with a
dealership, they expect
their preferences to move
with them. At the most
basic level, when someone communicates with
a dealer via email, they
expect a follow-up phone
call to be based on that
previous conversation,
even though it was on a
different medium.
Unfortunately, today's
shoppers expect a lot
more than that. Their
expectations are based on
experiences on websites
like Amazon, where they
are shown recommendations and products based
on previous purchases
and searches. So when
it comes to your dealership, they also expect that
every interaction, both
online and in person, is
based on previous ones.
Utilizing AI-powered tools
on your site will give every
customer a highly personalized experience, and will
provide your sales team
with valuable lead data
with which to approach
a customer. This is the
essence of optimizing an
omnichannel approach:
tracking all interactions
automatically so that
every follow-up interaction
is customized to each
48

M AY 2 0 1 8

Knowing that customers will interact with your
dealership both online
and in your showroom,
you need to be sure
that both are functioning
optimally, individually as
well as together. Take for
example a shopper who
orders groceries online,
for pick-up in the store lat-

looking for an omnichannel approach when
it comes to the actual
purchase of a vehicle.
While most will come into
your physical dealership
to complete the sale, 70%
of shoppers have said that
they want to be able to
complete the F&I process
online. They're also happiest when they spend less
time at the dealership-
customer satisfaction is
highest within the first 90

BECAUSE A SHOPPER CAN MOVE
SEAMLESSLY BETWEEN SEVERAL
DIFFERENT CHANNELS WHILE
'INTERACTING' WITH A DEALERSHIP,
THEY EXPECT THEIR PREFERENCES TO
MOVE WITH THEM.
er. Obviously they expect
their online experience
to be easy, quick, and
user-friendly. The buying
experience does not end
there, though- the in-store
experience of picking up
the package needs to be
optimal as well. Shoppers
should be able to quickly
pick up their groceries,
with no missing or extra
products. In the same
way, if your website is
fully optimized but your
showroom is not, the customer will think negatively
of the entire experience.
To a customer, there is
no distinction between
the two- they are parts of
the same process. To win
favor with a shopper, every interaction they have
needs to be a positive
one. All channels should
simply be extensions of
one another.
EFFICIENT
TRANSACTIONS

Customers are also

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

minutes at a store, after
which time that figure begins to drop steadily(4). Car
buyers want the process
to be easier, and will leave
your store happier if you
give them a seamless experience. Happy customers are more likely to write
reviews, recommend your
dealership to their friends
and family, and return
for service and their next
purchase.
It can be hard to define
an omnichannel strategy, as it must take into
account every possible
shift that any customer
might take in their buying
process. Each shopper is
unique and their journey
into your store is going
to be unique. This is why
your dealership needs
to stop thinking about
how to optimize each
individual tool and part
of the process, and start
thinking about optimizing
the process as a whole.

Of course each individual
step will need to perform
well- that is the basis of
an omnichannel approach.
What is becoming more
important, though, is
ensuring that all of your
tools interact and "speak"
to one another, so that
a customer is not asked
for the same information
more than once, receives
personalized attention
throughout, and comes
out feeling that the whole
process was efficient and
effective. This feeling is not
just a feeling- with an omnichannel approach, your
entire marketing strategy
really does revolve around
the user and their needs,
no matter who or what
they are.

Sources:
(1)
b2b.autotrader.com//files/
insights/pdf/2015AutomotiveBuyerInfluenceStudyBrochure.
pdf
(2)
bain.com/publications/
articles/the-future-of-car-salesis-omnichannel.aspx
(3)
deloitte.com/us/en/pages/
consumer-business/articles/
navigating-the-new-digital-divide-retail.html
(4)
deloitte.com/content/dam/
Deloitte/us/Documents/manufacturing/us-manufacturing-omni-channel-retailing-in-auto-thought-leadership.pdf
SHOSHANA DUBOW
is the Sales Operations
Manager at AutoLeadStar.
She is passionate about
helping dealerships drive
more sales through digital
personalization and superior
customer experience online.
Shoshana holds an MBA
and brings a wide variety of
professional experience to her
position, including real estate
management, teaching, and
marketing. She is constantly
looking for creative ways to
improve sales processes
for efficiency and success.
EMAIL: shoshana@
autoleadstar.com


http://b2b.autotrader.com//files/insights/pdf/2015Automotive-BuyerInfluenceStudyBrochure. pdf http://b2b.autotrader.com//files/insights/pdf/2015Automotive-BuyerInfluenceStudyBrochure. pdf http://b2b.autotrader.com//files/insights/pdf/2015Automotive-BuyerInfluenceStudyBrochure. pdf http://b2b.autotrader.com//files/insights/pdf/2015Automotive-BuyerInfluenceStudyBrochure. pdf http://www.bain.com/publications/articles/the-future-of-car-sales-is-omnichannel.aspx http://www.bain.com/publications/articles/the-future-of-car-sales-is-omnichannel.aspx http://www.bain.com/publications/articles/the-future-of-car-sales-is-omnichannel.aspx http://www.deloitte.com/us/en/pages/consumer-business/articles/navigating-the-new-digital-di-vide-retail.html http://www.deloitte.com/us/en/pages/consumer-business/articles/navigating-the-new-digital-di-vide-retail.html http://www.deloitte.com/us/en/pages/consumer-business/articles/navigating-the-new-digital-di-vide-retail.html http://www.deloitte.com/us/en/pages/consumer-business/articles/navigating-the-new-digital-di-vide-retail.html https://www2.deloitte.com/content/dam/Deloitte/us/Documents/manufacturing/us-manufacturing-omni-channel-retailing-in-auto-thought-leadership.pdf https://www2.deloitte.com/content/dam/Deloitte/us/Documents/manufacturing/us-manufacturing-omni-channel-retailing-in-auto-thought-leadership.pdf https://www2.deloitte.com/content/dam/Deloitte/us/Documents/manufacturing/us-manufacturing-omni-channel-retailing-in-auto-thought-leadership.pdf https://www2.deloitte.com/content/dam/Deloitte/us/Documents/manufacturing/us-manufacturing-omni-channel-retailing-in-auto-thought-leadership.pdf https://www2.deloitte.com/content/dam/Deloitte/us/Documents/manufacturing/us-manufacturing-omni-channel-retailing-in-auto-thought-leadership.pdf 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
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