In the past, the only way to buy a car is to walk into the dealer’s parking lot or showroom and review your choices from there. While this may still be the norm today, a huge part of the decision-making and purchasing process happens far away from the physical auto shop. Most car purchases now start online, at the buyer’s personal computer, laptop, tablet and most especially their smartphone. According to the Adobe Digital Index, the automotive industry receives the most number of mobile visitors – it’s right up there along with retail, travel and hospitality businesses. This just goes to show how car buyers are becoming more digitally connected and demanding now more than ever.
Given these developments, auto dealers should know that it is now the most critical time to ask if their stores are providing the same level of connectivity, interaction and information delivery as the virtual experience that their customers now prefer. Are you leveraging the right technology to ensure that you attract more customers, help them make better decisions and increase your sales? Are you using customer support and marketing platforms that are relevant to the market behaviour and needs today? Have you found the right automotive digital solutions that address the needs of both your business and your customers and deliver measurable results?
Some of the biggest setbacks that you may encounter if you don’t have the right digital marketing strategy include the huge marketing and advertising expenses you may incur from sticking to outmoded platforms. Still paying good money to have brochures and posters printed – only to see them being discarded by your customers and littering your store grounds? What’s more, you often have your printing costs doubled or tripled because prices, models, promos and other important pieces of information are fickle and fluctuate rapidly in the automotive industry, requiring you to spend for new printouts repeatedly. It’s time to benefit from the huge cost savings you get with using digital displays. Changing or updating your content becomes fast, practical and, because you do away with using paper, environment-friendly, if you switch to digital platforms.
Another risk with not using digital signage is that you may be wasting the opportunities to engage your customers. Some showrooms may already have display screens in their lobbies or waiting rooms, but are simply tuned in to some random TV station. Studies have shown that when people enter a car showroom, their thoughts will most likely be exclusively about their car buying process. A million questions are swirling inside their mind, and the last thing you want is to divert their attention by planting a TV show in front of them. Make the most of the moment by raising awareness about the products and services you offer. Help your clients make better decisions by providing them easily accessible and interactive information that can offer them relevant insights and valuable solutions during this critical period.