As a founding member of the Automotive Standards Council (ASC), Cox Automotive is committed to helping set a standard groundwork for the ongoing implementation and adoption of Google Analytics 4 (GA4) into the industry. For the latest updates, additional training material and a network of supporting companies, please visit the Automotive Standards Council website.
With the official retirement of Universal Analytics by Google, all your data should have been successfully migrated from your Google Universal account to Google Analytics 4.
For dealers that have made the transition but are still not sure how to set up their dashboard, we developed a quick reference guide on how to create Custom Dimensions and Metrics for GA4 Properties.
If you would like immediate assistance configuring Custom Dimensions and Metrics for your GA4 property, please contact your Performance Manager or the Dealer.com Technical Support team.
Your Dealer.com Website Has an Important New Certification
Dealer.com websites are now officially certified by the Automotive Standards Council (ASC), as part of an ongoing initiative to ensure Google Analytics reporting standardization across automotive websites.
As a founding member of the Automotive Standards Council (ASC), Cox Automotive is committed to helping set a universal groundwork for implementing Google Analytics 4 into the industry. Comprised of over 80 automotive dealers, vendors, and manufacturers, in partnership with Brian Pasch Enterprises, the ASC strives to support the industry’s best interests in creating universal standards and guidelines for the transition to Google Analytics 4.
The ASC provides a number of vital functions to help dealers make the most of their data, including:
Guiding the creation of BPE education programs and analytics workbooks to help smooth the transition to GA4.
Publishing online standards, best practices, and training materials to support GA4 usage.
Serving as a hub for sending change requests to Google to support retail reporting.
Dealer.com has spent the past several years helping dealers implement the new GA4 reporting platform, under ASC compliance. The ASC certification for Dealer.com sites is particularly timely, as Google announced last week that Google Analytics 4 APIs have now completely replaced Universal Analytics services.
“As a founding member of the Automotive Standards Committee, we are thrilled the Dealer.com platform has obtained this certification. Data is the oil of the 21st century and we are committed to helping our client partners capitalize on their data. Google Analytics 4 is the largest analytics platform on the planet and standardization across automotive is go help dealer unlock the power of their data more efficiently. In the near future Cox Automotive be releasing GA4 standardizations across many more of our digital solutions.” Charles Miller, Director of Business Intelligence, Cox Automotive
To learn more about configuring Google Analytics 4 (GA4) for ASC implementation on your Dealer.com website, download this step-by-step quick reference guide.
The right automotive marketing strategies can boost your business’s profitability. We’ve identified several best practices for success: personalizing customer interactions, integrating multi-channel approaches, and continuously analyzing performance metrics. By focusing on these, you can unlock the true profit potential of your marketing automation tools. Let’s dive into these practices and see how they can transform your marketing efforts.
Connect Your Digital Marketing Solutions to Your Marketing Strategy
Failing to fully integrate your digital marketing solutions with your overall strategy can spell disaster. A disjointed approach risks missed opportunities and crippling inefficiencies. Don’t let your business fall behind—ensure seamless integration now.
Align Goals and Metrics: Ensure that your digital marketing KPIs are in sync with your overall business objectives. This alignment helps in tracking performance and making data-driven decisions.
Unified Platforms: Use unified marketing platforms that bring together various digital tools such as CRM systems, email marketing, and social media management. This will allow for a more cohesive strategy.
Cross-Department Collaboration: Encourage collaboration between your marketing, sales, and service departments. For instance, integrating fixed operations into your digital strategy can significantly boost profitability, as highlighted in the DDC Managed Services document.
Connect Consumer Behavior Using Data
Understanding and leveraging consumer behavior is fundamental to creating a personalized shopping experience. Here’s how you can do it:
Data Activation: Utilize activated data to tailor personalized experiences for each lead. Whether it’s through targeted ads, personalized email campaigns, or tailored website content, data-driven personalization can capture both the consumer and the deal.
Behavioral Insights: According to the 2022 Cox Automotive Car Buyer Journey Research Summary, consumers are eager to do more online. Use these insights to enhance your online presence and provide a seamless experience that meets consumer expectations.
Predictive Analytics: Employ predictive analytics to anticipate consumer needs and behaviors. This can help in crafting more effective marketing messages and offers.
Turn Your Data and Insights into Actions
Data and insights are only valuable if they lead to actionable strategies. Here’s how to turn your data into impactful actions:
Real-Time Decision Making: Implement AI tools that allow for real-time analysis and adjustments. This agility will enable you to respond quickly to market changes and consumer behavior.
A/B Testing: Continuously test different strategies to see what works best. This iterative approach can lead to significant improvements in your marketing efforts.
Performance Metrics: Track key performance metrics to evaluate the success of your campaigns. Use this data to refine and optimize your strategies continually.
Build Trust and Transparency Through Data-Based Decisions and AI
Building trust and transparency with your audience is essential, especially when leveraging advanced technologies like AI. Here’s how you can achieve this:
Transparent Communication: Be clear about how you use consumer data. Transparency builds trust and fosters a positive relationship with your audience.
AI-Powered Personalization: Use AI to create personalized experiences that feel genuine and tailored. This can significantly enhance customer satisfaction and loyalty.
Ethical AI Practices: Ensure that your AI practices are ethical and unbiased. This will not only build trust but also enhance your brand’s reputation.
Conclusion
Unlocking the profit potential in your marketing automation is not just about implementing the latest technologies; it’s about creating a cohesive, data-driven strategy that aligns with your overall business goals. By connecting your digital marketing solutions to your marketing strategy, leveraging consumer behavior data, turning insights into actions, and building trust through transparency and AI, you can transform your marketing efforts and achieve unparalleled success.
Ready to take your marketing automation to the next level? Don’t miss out on our Bridging the Gap series for more tips and best practices. Watch the series now
Welcome to the Dealer.com family! Whether you’re a current client, an automotive marketing manager, or an automotive digital marketing manager, we know your drive for excellence never takes a pit stop. That’s why we’ve tailored our customer support services to ensure you get the best out of Dealer.com. Here are three convenient ways to connect with our experts and elevate your auto dealership marketing experience.
1. Call Our Supportive Customer Care Team
Sometimes, there’s just no substitute for a good old-fashioned chat. When you need immediate assistance, our top-notch customer care team is just a phone call away. Dial 1-888-895-2994 to speak directly with one of our friendly and knowledgeable representatives. Whether it’s a quick question or a complicated issue, we’re here to help you roll up your sleeves and get things back on track.
Why call us?
Immediate Resolution: Many issues can be resolved in just one call.
Expert Advice: Our team is well-versed in auto dealership marketing and automotive digital marketing.
Friendly Service: We pride ourselves on our positive and professional demeanor.
What our clients are saying:
“Fast, friendly, knowledgeable, good communication, and done right the first time!”
“VERY helpful and went above and beyond with a problem I had and it was not a dealer.com related issue. She went out of her way to assist me in the right direction of who would be able to help me.”
2. Fill Out the Dealer.com Support Request Form
Prefer to go the digital route? No problem! Our support request form is designed for your convenience. Simply visit this link and fill out the form with your details and specific needs. One of our experts will get back to you promptly with a solution tailored just for you.
Why use the support request form?
Detailed Documentation: Provide all necessary details upfront, which helps us diagnose and fix the issue efficiently.
Trackable Requests: Keep a record of your inquiries and the responses for future reference.
Convenient Access: Submit your request anytime, anywhere.
What our clients are saying:
“Dan is now my go-to guy! He has been an incredible help to me with regards to an inventory/photo case that we have just resolved. Very friendly and knowledgeable! Thanks to DDC and Dan!”
For those who prefer typing out their issues or questions, emailing us at support@dealer.com is a fantastic option. Whether it’s a minor glitch or a major inquiry, sending an email allows you to detail your concerns thoroughly. Our team of experts is always ready to dive into your message and provide you with the insights you need.
Why email us?
Comprehensive Responses: Receive well-thought-out solutions and advice.
Documentation: Keep a record of your communication for future reference.
Flexible Timing: Email us at your convenience, and we’ll get back to you as soon as possible.
Our Commitment to Customer Success
We don’t just talk the talk; we walk the walk. At Dealer.com, we’re committed to ensuring your success and satisfaction. Our stats speak for themselves:
80% of all cases are resolved within 48 hours.
97% consumer satisfaction with our call centers.
Real-world impact:
Our clients consistently praise our timely, effective, and friendly support. These interactions often turn challenges into opportunities, helping you maintain the smooth operation of your automotive dealership websites and enhancing your automotive SEO services.
Why Dealer.com?
Dealer.com isn’t just another platform; it’s your partner in navigating the complex world of auto dealership marketing and car dealership advertising. We understand the unique challenges you face and are here to offer support every step of the way, making sure you’re always equipped to steer towards success.
By providing multiple channels of communication, we ensure you can reach us in the way that’s most convenient for you. Our goal is to empower you with the tools and support needed to excel in your marketing efforts and maintain a competitive edge in the automotive industry.
So, whether you prefer to call, email, or fill out our support form, know that Dealer.com has your back. Ready to experience unparalleled support? Reach out to us today!
Unlock the full potential of your automotive digital marketing with Dealer.com. With our dedicated support team and a suite of powerful tools, you’re never alone on the road to success. Let’s drive excellence together.
Gaining insights into auto industry best practices is crucial. Understanding the car buyer’s journey is an essential step for automotive marketing professionals looking to drive engagement and boost sales. The 2023 Cox Automotive Car Buyer Journey study has provided a wealth of information that can significantly enhance your digital marketing strategy. Here, we distill the top five insights and actionable steps you can take to elevate your efforts.
1. Vehicle Ownership is Not Going Anywhere
One of the most eye-opening findings from the study is that vehicle ownership remains a priority for most consumers. An impressive 91% of consumers intend to use their own vehicle as their primary mode of transportation in the future, a significant increase from 77% in 2018. Additionally, fewer consumers believe ownership is unnecessary, with this belief dropping from 43% in 2018 to 35% in 2023.
Actionable Steps:
Highlight the benefits of vehicle ownership in your marketing campaigns. Emphasize the control, convenience, and safety personal transportation provides.
Create content that reassures potential buyers about the value of owning a vehicle, especially in a post-pandemic world where safety and personal space have become paramount.
2. Satisfaction with the Shopping Journey Increased
Consumers are increasingly satisfied with their car-buying journey, both for new and used vehicles. Satisfaction for new car buyers has risen to 73%, up from 70% in 2022. Similarly, satisfaction for used car buyers has improved to 68%, up from 58% in 2022.
Three key factors contributed to this rise: better vehicle selection, with only 39% feeling there was limited inventory in 2023 compared to 56% in 2022; better prices, as although prices remain high, dissatisfaction decreased slightly from 54% in 2022 to 49% in 2023; and increased dealer outreach, with more consumers reporting being contacted by dealers with appealing incentives or deals (17%, up from 14% in 2022).
Actionable Steps:
Ensure your inventory is well-stocked and diverse to meet various customer needs.
Train your sales team to reach out proactively with personalized deals and incentives.
Enhance your digital presence by showcasing your inventory online with detailed descriptions and competitive pricing.
3. Improved Online Efficiency
Shoppers are spending less time overall on the car-buying process. The time spent shopping decreased by 1 hour and 8 minutes, from 14:39 in 2022 to 13:31 in 2023. This shorter window means you must be more strategic and targeted in your interactions.
Actionable Steps:
Optimize your website for quick, efficient browsing. Ensure it’s mobile-friendly, fast-loading, and easy to navigate.
Use personalized marketing to keep shoppers engaged throughout their journey. Leverage data to deliver relevant content and offers at each touchpoint.
Utilize third-party sites: Consumers trust these sites for unbiased information. Make sure your listings and reviews on these platforms are up-to-date and positive.
4. The Retailing Experience was Top Notch
Satisfaction with the overall shopping journey surged in 2023, with overall satisfaction jumping from 61% to 69%. Satisfaction with dealerships increased by 10%, and 21% rated their experience as better than their last purchase. Several factors contributed to this improvement, including heightened vehicle availability, the return of incentives, and a shift toward a more digital process.
Actionable Steps:
Encourage enhanced lead submissions: The more detailed the information you gather from potential buyers, the better you can personalize their experience.
Invest in digital retailing tools: Provide a seamless experience between your online platform and in-person dealership interactions.
Promote your inventory effectively through digital channels, ensuring that high-demand vehicles and deals are prominently featured.
5. Digital Retailing Continues to be Highly Beneficial
Consumers are increasingly leaning towards an omnichannel experience, seamlessly blending online and in-person steps to create a more cohesive and integrated shopping journey. This approach allows for greater convenience, flexibility, and personalization, catering to the diverse needs and preferences of modern consumers.
Actionable Steps:
Offer multiple buying pathways: Allow consumers to choose how they want to interact—whether online, in-person, or a mix of both.
Ensure seamless transitions: Make sure the deal carries forward smoothly, regardless of whether the customer starts their journey online or in-person.
Focus on customer satisfaction: Modern dealers who prioritize a seamless, omnichannel experience see significant payoffs in consumer satisfaction and profitability.
Ready to Take Your Digital Marketing to the Next Level?
The insights from the 2023 Cox Automotive Car Buyer Journey study provide a roadmap for automotive marketing professionals to enhance their strategies. By implementing these top five takeaways, you can ensure your digital marketing efforts are more effective, engaging, and ultimately, profitable.
For a deeper dive into these insights, download our top five takeaways and start transforming your digital marketing strategy today.
The Help Center resource is designed to provide you with quick, easy access to answers for our most common support questions—no need to pick up the phone or open a support case. We’re here to assist you in navigating our platform for a seamless and efficient experience.
How to Access the Help Center
Click on “Help Center” at the bottom of the ControlCenter landing page or you can bookmark this URL for direct access: https://casfx.my.site.com/ddc/s/
Benefits and Features
Comprehensive Knowledge Base
The Help Center offers an ever-growing library of knowledge articles. Easily browse by topic or use keywords in the search bar to find the information you need. Our Knowledge Base is the ultimate source for all your inquiries, whether you need assistance with certain tools, guidance on troubleshooting, or insights into best practices.
Real-Time System Health Updates
Stay informed with instant notifications for critical issues and major system outages. This function ensures ongoing updates regarding the system’s performance and any possible problems that could impact your daily responsibilities.
Simply click on the “Health” tab in the top navigation menu to view the latest status updates. You can also bookmark this page for convenient access: https://casfx.my.site.com/ddc/s/health
24/7 Availability
With just a few clicks, our tools are easily accessible for use at any time, allowing you to get support whenever you need it.
Visit the Help Center today and explore all the resources available to you. We’re here to support you every step of the way.
The electric vehicle surge has been steadily rising. Over one million EVs were sold in 2023, a monumental achievement for EVs in the automotive industry. Fast forward to January 2024, and now there are more than 3.2 million EVs in the U.S. 1 More OEMs are entering the market and different models are being made available to consumers, which means pricing is getting more competitive and more people can afford them.
While EV sales have hit record highs, the growth rate seems to be decreasing. To keep up with the changing demands of the industry, the annual Cox Automotive Path to EV Adoption study allows dealers and OEMs to stay informed about the state of EVs.
This study reveals that an increase in supply and more available models have outpaced consumer demand. EV consideration among car shoppers has begun to wane and inventory is sitting on dealership lots longer.
So, what’s on the horizon for the EV market? Here are our top takeaways.
Shoppers Are Skeptical About Making the EV switch…for Now
An EV Skeptic is defined as a car shopper who is only considering vehicles powered by traditional internal combustion engines (ICE). According to the 2024 Path to EV Adoption Study by Cox Automotive, nearly half of vehicle shoppers in the market today are Skeptics. These shoppers are hesitant about the idea of switching to an electric vehicle.
Why aren’t most car buyers ready to take the leap into the electric vehicle segment? There are multiple barriers to adoption that dealers and OEMs will need to overcome to move Skeptics into a consideration and purchase mindset:
Driving Range and Lack of Infrastructure: Consumers worry about the range of electric vehicles (EVs) and the availability of charging stations, especially if these issues impact their travel plans.
Battery Fears: Concerns about battery capacity and charging time deter some buyers.
Affordability: While EV purchase prices are decreasing, consumers still perceive ownership costs as higher than comparable ICEs and hybrids.
OPPORTUNITY: Incorporate More EV Content
EV buyers actively seek information online, consuming more content than their (ICE) counterparts.3 Since the concept of EVs is still new to some shoppers, they rely heavily on content, especially videos, when researching online. Expert reviews and ratings, vehicle awards, and more help consumers better understand the new world of electric vehicles.
Your EV content should highlight the different types of EV vehicles manufactures are making. With different models entering the market, shoppers need to identify key differentiators with different makes and models. EV considerers also tend to be technology driven. Focusing on tech enhancements and features in your vehicle descriptions is a critical way to move shoppers closer to purchase.
Call out the key benefits of electric (EV) versus internal combustion (ICE) vehicles as well. As EV shopper demographics are skewing younger, lower income and multicultural, helping these audiences understand the benefits of EV will move them closer to their purchase.
Additionally, 74% of new EV buyers took action after viewing an online auto video ad compared to 65% of new ICE buyers.4 Incorporating more video advertising can encourage EV shoppers to browse more website pages, submit a lead or even visit your dealership for a test drive.
EV Shopper Demographics Becoming More Mainstream
One finding in the study reveals that the EV market is slowly becoming more mainstream. While current EV ownership is heavily tilted toward luxury and high-earning households, the study shows the EV market is casting a wider net, attracting Gen Z, multicultural, and less-affluent shoppers.
OPPORTUNITY: Expand Your Advertising and Marketing Reach
With a more diverse set of consumers considering EVs, dealers must adjust some of their advertising budget and strategy to include these new sets of shoppers. Use data to your advantage and work with your digital marketing partner to ensure your EV advertising is getting in front of more consumers that are interested in EVs.
The market is also seeing a notable uptick in used EV consideration. In 2021, 62% of EV Considerers were looking at used EVs. Today, 77% are considering used electric vehicles.
While Tesla remains the most considered EV manufacturer, several mainstream brands are gaining traction. The new report highlights that electric vehicles from Toyota, Hyundai, and Kia have seen significant increases in awareness and consideration since 2021. However, Ford continues to be the most-considered non-Tesla EV brand. The study also reveals that most shoppers are unaware of EV options from other major automakers, indicating a lack of research into EV products. For instance, only 33% of consumers in the market are aware of Nissan’s EV offerings, despite the brand being an early pioneer in U.S. EV sales.
OPPORTUNITY: Provide More Education Around EVs
In addition to increasing your advertising reach, consider incorporating educational content about non-Tesla EVs. If it’s one thing the study reveals, perception seems to be a high deterrent for some EV skeptics. Getting ahead of the curve and providing education on not only what manufacturers sell EVs, but the different models and varying price ranges can help with awareness. This awareness could attract shoppers who are more likely to buy from a manufacturer they are loyal to if they knew they sold EVs. It can also ease apprehension as consumers see more manufacturers believe EV adoption is the way forward and will steadily increase over the next few years.
EV consideration will notably increase with 54% of current Skeptics saying that 3-5 years from now will be the right time to purchase an EV. By 2033, 90% of vehicle shoppers will be considering an electric vehicle.2This shift will be driven by continued advances in technology, more EV charging infrastructure and consumer education. More models and price reductions will cast a wider net attracting Gen Z, multicultural and less-affluent shoppers.
Increasing Dealer Confidence to Sell EVs
The new EV study highlights the importance of dealers and OEMs fostering a balanced, more strategic relationship to accelerate EV adoption.
Since 2019, dealerships have benefited from their OEM partners with enhanced support in marketing, sales, and service. However, dealers indicate a need for more resources beyond EV sales training, including increased EV incentives, free maintenance programs, and additional advertising funds. Additionally, 65% of dealers report feeling increased pressure from automakers to meet EV sales targets, a significant rise from 39% in 2019, with luxury dealers experiencing the most pressure.
OPPORTUNITY: Ensure Support from OEM Partners
Getting support is crucial as dealers enter this new space of selling EVs. 67% of franchise dealers prefer that OEMs share in the responsibilities for upper funnel activities, while they take charge of the lower funnel steps.2 As a dealer, ensure you are reaching out to your OEMs to help educate consumers on their line-up, on the key differences and benefits of EV vs. ICE, as well as provide information on EVs listed for sale.
Being proactive about the specific support you need—whether more advertising, sales incentives, lead generation—is important so OEMs know how to assist. The shift to EVs is imminent and as the industry addresses barriers to EV adoption, your dealership does not want to be left behind.
What Else Can I Do as a Dealer?
Entice EV shoppers and skeptics with key offers. Offering free charging and maintenance could encourage both EV Considerers and Skeptics to make a purchase. Providing incentives such as a complimentary at-home charger, a free maintenance or service plan, and free charging at public stations would likely boost EV sales. According to survey respondents, an ideal trial period includes six months of free maintenance and free charging.2
Prepare for the EV Surge
Automotive shoppers are gradually embracing electric vehicles. While maybe not as quickly as dealers and OEMs would like, there’s an opportunity to accelerate this transition. It is important to understand and address why Skeptics and Considerers are not ready to switch and fill the gaps by incorporating more EV content, expanding your advertising and marketing reach, and collaborating with your OEMs for more specific support.
For more insights from the Cox Automotive Path to EV Adoption study, CLICK HERE.
In the dynamic landscape of digital marketing, staying ahead of the curve is essential. Enter Dealer.com’s Campaign Widget, your secret weapon for effortlessly promoting specials and delivering relevant content to your website visitors.
Imagine a world where you can bid farewell to the hassle of editing graphics for various devices, juggling multiple platforms, and navigating ever-changing regulations. The Campaign Widget ensures that your content shines across all screens, from smartphones to desktops, while adhering to ADA and OEM compliance. Plus, it’s smart—tailoring content to each shopper’s unique browsing behavior.
Whether you prefer slideshows, banners, or coupons, the Campaign Widget empowers you to make the most of your digital real estate. Ready to elevate your online presence? Dive into the future of content optimization today!
Whether you require immediate technical support or long-term advisory for more complex issues, our dedicated customer service team is always available.
At Dealer.com, our top priority is helping customers overcome their challenges. You can get guidance whenever you need it, and we’ve made substantial investments in assembling a team of experts with unparalleled expertise in Dealer.com products.
Our commitment to customer success is evident:
80% OF ALL CASES RESOLVED WITHIN 48 HOURS.
97% CONSUMER SATISFACTION WITH OUR CALL CENTERS.
From assisting with questions about your website, to fixing a problem with a customer record, we are one call, form submission, or email away.
Here are three convenient ways to get in touch with our customer service team.
1: Give us a call.
Contacting us by phone is the most preferred and fastest method for connecting and resolving issues. Our call center consistently receives high satisfaction ratings, demonstrating our commitment to delivering exceptional service.
NEW! You can now conveniently connect with support for any Cox Automotive brand or solution using a dedicated phone number. While the existing Dealer.com number above will remain active, you can now funnel all your questions about any Cox Automotive product from one place.
Visit this link to complete the form. Be sure to complete the required fields and provide as many details as possible to ensure our team addresses your concerns accurately.
Complete the form for a quick response; our customer service team will reply within 2 hours.
The Dealer.com product you’re experiencing an issue with.
A detailed description of how our customer service team can assist.
Our customer service team will respond to your inquiry within 24 – 72 hours. We encourage you to only use this method if your issues are not pressing.
We are committed to your success, and the feedback from our customers speaks for itself.
“Dan is now my go to guy! He has been an incredible help to me with regards to an inventory / photo case that we have just resolved. Very friendly and knowledgeable! Thanks to DDC and Dan!”
“Fast, friendly, knowledgeable, good communication, and done right the first time!”
“VERY helpful and went above and beyond with a problem I had and it was not a dealer.com related issue. She went out of her way to assist me in the right direction of who would be able to help me.”
Providing exceptional customer service to ensure your satisfaction with all our Dealer.com products is at the core of what we do. Reach out whenever you need assistance—we’re here to help.
The automotive industry is constantly evolving. To keep up with the changing demands of the industry, the annual Cox Automotive Car Buyer Journey (CBJ) allows dealers and OEMs to stay informed about the state of car buyer satisfaction with the overall vehicle shopping and buying experience.
The 14th annual Car Buyer Journey study was released earlier this year, based on nearly 3,000 respondents who purchased or leased vehicles in the previous year. It sheds light on two significant points: 1.) The industry is NORMALIZING, and 2.) Dealers and third-party aggregators are RESILIENT.
While we all might define ‘normal’ differently, particularly because of inflation, record profits, inventory fluctuations, and rapid digitization, we may finally be transitioning from those not so ideal times into a more stable place. The CBJ findings mark a turning point.
Let’s explore the top 5 takeaways from the study and how they can contribute to enhancing your digital marketing strategy.
#1: Vehicle Ownership is Not Going Anywhere
91% of consumers told us they intend to use their own vehicle as their primary mode of transportation in the future, up significantly from 2018 (77%). With ride sharing and vehicle subscription trending in the last 5-8 years, there were predictions that consumers were moving away from personal ownership. However, we’re seeing the opposite.
With personal transportation needs rising due to personal safety concerns since the pandemic, we see personal vehicle ownership is here to stay.
Fewer consumers agree that ownership is NOT necessary (down from 43% in 2018 to 35%). And, nearly all consumers tell us they intend to leverage their own vehicle as their primary mode of transportation in the future (91% vs. just 9% who plan to use an alternative).
WHAT TO DO: It’s more important than ever to enhance the customer experience – with personal vehicle usage up and the desire to own more than one car. In fact, there was a 36% increase in the number of buyers motivated to own more than one car in their household from 2022 to 2023. Ask yourself:
What re-targeting campaigns are in place to retain your existing customers?
What advertising strategy do you have in place to attract new customers?
Leverage your CRM and activate your first-party data. Reach out to consumers in their preferred method and follow up with past customers to ensure they know how much you appreciate their business.
#2: Satisfaction with the Shopping Journey Increased
Overall satisfaction with the shopping experience is higher for both new and used car buyers: 73% for new (70% in 2022), and 68% for used (58% in 2022). The increase was influenced by three factors:
Better vehicle selection. Fewer consumers felt that there was limited inventory to choose from—39% in 2023 compared to 56% in 2022.
Better prices. 49% of consumers said prices were higher than expected in 2023 compared to 54% in 2022. However, these numbers are still significantly higher than they were in 2021. This indicates that affordability is still a pain point and even more so among the price-sensitive used buyers.
More dealer outreach with good deals. There’s been a significant increase in the number of consumers who mentioned that a dealer contacted them with some appealing incentives or some type of deal – 17% compared to 14% in 2022 and 12% in 2021.
WHAT TO DO: It’s no secret that as inventory rebounded, so did shopper satisfaction with the overall purchase journey – now, with incentives rolling back in, ensure you are getting the right message in front of the right customer at the right time and in the right way.
This starts with taking an in-depth look at your digital marketing strategy and focusing on your:
Website: Ensure your website showcases relevant information your shoppers want to see. You have a short window to grab their attention, so your website should be personalized, easy-to-navigate, and data-driven.
Advertising: Ensure you are utilizing the correct channels to target your in-market shoppers and serve them the information they want to see. Dealer.com’s Machine Learning and Real-time Bidding platform can analyze prior ad performance, vehicle detail page engagement, and browsing trends in real-time to ensure your ads are served to the most relevant buyers in your market.
#3: Improved Online Efficiency
Shoppers spent 1 hour and 8 minutes less when shopping in 2023 (13:31) than 2022 (14:39) as the experience became more efficient. This time spent means you have a shorter window to influence shoppers during their journey, so you must be more strategic and targeted. Delivering personalized content during the entire purchase process to keep shoppers engaged is crucial.
Third-party sites have been resilient throughout the pandemic and chip shortage – consumers find them to be trustworthy, reliable, and unbiased. We found in our data that buyers are 57% more likely to visit third-party sites exclusively without having to visit the OEM sites especially among used buyers.
WHAT TO DO: Take the data and insights you receive from third-party sites such as Autotrader and Kelley Blue Book™ and ACTIVATE them. These insights can be used to personalize messaging to stand out as the one to do business with because you know the shoppers wants and needs and can provide them with the experience they’re seeking.
#4: The Retailing Experience was Top Notch
Overall satisfaction with the shopping journey surged in 2023 from 61% to 69%. With inventory levels returning to pre-pandemic levels, your buyers are back heavily shopping your vehicle inventory. Contributing factors include heightened vehicle availability, the return of incentives, and a continued shift toward a more digital process.
Encouraging shoppers to submit an enhanced lead yields higher satisfaction than a basic lead. In fact, satisfaction with the dealership was 10% higher AND 21% more rated their experience as better than their last purchase in 2023. The more you know about your shoppers, the more you can provide a personalized experience, and in turn, shoppers will be more satisfied with their interactions.
WHAT TO DO: Elevate customer satisfaction to new levels by promoting enhanced lead submissions from your shoppers. The more shopper information you have means you can foster a more personalized experience that ultimately results in higher satisfaction throughout the buying journey.
#5: Digital Retailing Continues to be Highly Beneficial
Buyers are moving toward an omnichannel experience—a mix of both in-person and online steps. The key is to have different ways to buy based on the shopper’s preference, then ensure that the deal carries forward no matter online or in-person. Seamlessness is the name of the game, and the modern dealers that make this the focus of their strategy are seeing some pretty big payoffs in both consumer satisfaction and driving profits.
WHAT TO DO: There’s ongoing opportunity for improvement in dealmaking processes, particularly with the ongoing shift towards digital retailing. 81% of shoppers surveyed said digital retailing improved the overall buying experience. Consider mapping out the necessary steps for your dealership to embrace a more digital future, while addressing current gaps such as financing. This includes integrating digital retailing solutions seamlessly onto your website and providing comprehensive content to educate customers on utilizing the available tools effectively.
Adapting to consumer behavior, regardless of economic challenges or industry shifts, is key to staying ahead. By aligning your dealership and digital marketing approach with the desires, needs, and preferences of today’s shoppers, you can provide a customer experience that not only attracts their attention but also leads to successful sales.
Utilize these insights to elevate your digital marketing efforts and access our latest infographic for a bite-sized overview of the top five takeaways.
