Connect Cox Automotive’s full suite of dealership solutions to elevate customer experiences, improve sales, and exceed business goals.
Integrating Dealer.com Websites with VinSolutions CRM allows dealers to capture shopper intent earlier on in the buying journey. This helps to deliver more customized and relevant offers by tracking consumer behavior across Cox Automotive properties.
Dealers using both VinSolutions CRM and Automotive Marketing Platform (AMP) can create highly personalized landing pages that enhance customer engagement and dealership relevance.
The seamless connection between VinSolutions and Dealer.com Digital Retailing streamlines the sales process by providing real-time shopper activity, automated alerts, and uninterrupted deal workflows from online to in-store interactions.
Generate more online leads with exclusive, connected Cox Automotive proprietary data.
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Having a digital presence as well as online capabilities is something every auto dealer needs in order to do business in today’s times. However, it’s not just a Field of Dreams scenario – if you build it, they will come. Today’s consumers have specific wants, needs and preferences in how they can purchase cars, and it’s reshaping the process for consumers, dealers and the industry alike on a whole.
In order to plan for the road forward, successful dealers know mid-year is the perfect time to take a look at both their current business and marketing strategies, as well as map out how they plan to step into and bridge into the eCommerce future that is already knocking on their front door.
To do this, it’s important to understand where consumers are, where they’re heading, and what your business should be moving toward for the road forward.
Consumer needs and preferences are reshaping the purchase process
When thinking about today’s consumer, it’s important to remember there’s been an evolution in the way they research, shop, and purchase cars. Especially over the last few years. In-market auto shoppers have new and different considerations during the shopping journey, and you must have new and different ways of strategizing and running your business than you did in years past.
A successful strategy should be firmly centered on meeting consumers where they are. No longer a linear path, consumers follow the purchase path in different ways, at different times, and take different steps in a different order.
But by focusing on personalization and offering a frictionless purchase path that both aligns with their needs while simultaneously overcoming their pain points, you’ll still arrive at the end goal of making the sale and giving your customer the experience, they desire. Staying in front of them, no matter where they’re at in the process, is key.
With so many different types of shoppers that your dealership comes across online, it’s important to take a step back and do a deeper dive into who those customers are, what their pain points are, and how you can offer solutions to not only capture their attention, but also gain their trust and business.
Cox Automotive’s recent Car Buyer Journey Study identified five (5) segments of consumers, and the two (2) categories that they fall in – one shrinking in the market and one growing.
Growing Segments:
Comprised of two different segments, the growing category includes Efficient Independents and Guided Innovators. Efficient Independents comprise roughly 18% of today’s market, and they’re mostly Gen X’s (1965-1980) and Millennials (1981-1996). The largest sector is the Guided Innovator. They make up a quarter of in-market auto shoppers. They’re the youngest – being comprised mostly of Gen Z (1997-2012) and Millennials.
Both growing segments prefer to buy online – with 75% of them saying within the next 5 years they would buy entirely online and currently complete 10 out of 13 purchase process steps online.
Shrinking Segments: It’s also important to note that the three (3) other segments found in the shrinking category are more likely to still buy in-person, however they still take some steps online during the purchase process. The Researchers, Traditionalists and Resisters prefer a process they are familiar with and that’s worked for them previously, that’s very straightforward and simple. These shoppers typically only complete 4 out of 13 shopping steps online.
So, what are the opportunities here for you? We can see how consumers want to do business online, but it’s important to remember it’s still new for them. Focus on educating them and bringing them along the purchase path with you. Your business and marketing strategy should be dialed into those growing segments. They’re online, and in our “Amazon world” they’re open to or moving toward buying high ticket items online, like cars, predominately online both now as well as in the very near future.
Advantages to stair stepping your digital retailing tools into eCommerce
Not every in-market auto shopper wants the same things from their online experience, but one thing they all do want is options. Our research shows that consumers don’t want to follow a prescribed sales process. In fact, 9 of 10 consumers prefer a flexible, personalized car buying experience.
With a complete full service-connected digital retailing experience, like that provided by Cox Automotive, you can give them just that.
Unlike digital retailing, eCommerce directs customers to complete the purchase through an online store.
When it comes to promoting and marketing digital retailing and eCommerce, there are several different strategies that businesses can use.
Digital Retailing Strategy:
It’s important to focus on creating a user-friendly experience for customers when it comes to digital retailing. This includes optimizing your website or mobile app for search engines, ensuring that customer service is top-notch, and using targeted advertising to reach potential customers. You also want to give shoppers the tools to explore the information they are comfortable researching or calculating on their own (inventory, trade-in values, financing terms/payments, F&I products) and make it easy for them to move and bridge the process to the dealership when they’re ready. Being able to easily pick up where they left off will increase their confidence, satisfaction and willingness to do business with you.
eCommerce Strategy:
Businesses should focus on creating a visually appealing online store that’s easy to navigate as they shift toward the full eCommerce experience. Other strategies to consider include using social media to reach customers, running targeted ads, and optimizing content for SEO. Additionally, businesses should consider using customer relationship management (CRM) software to store customer data and track customer activity. Everything from the car, to add-ons, to financing, to delivery and so on should be connected and seamlessly lead into each other.
Overall, digital retailing and eCommerce are two very different forms of retailing. However, both can be successful if dealerships take the time to properly promote, market, and educate the consumer on them and how their business integrates them. By taking advantage of strategies such as SEO optimization, targeted advertising, and actively using the many features of CRM software, dealerships can maximize their chances of success for their business in both digital retailing and eCommerce.
Is automotive eCommerce the way of the future?
Automotive eCommerce is becoming more and more popular as a way of retailing because it’s all about convenience. With eCommerce, customers have access to a much wider selection of vehicles and access new markets than they normally would. Additionally, they can browse through different models and features at their own pace and make informed decisions before making a purchase.
Today’s consumers both want and expect a flexible, personalized car buying experience on their timeline. And eCommerce provides exactly that.
What can you do now to prepare for the automotive eCommerce revolution?
In the beginning as you work step-by-step from having a few digital retailing solutions toward being fully eCommerce enabled, it’s essential to have a strong online presence. This may sound easy, but it involves more than you may think, and it’s built brick by brick, step by step.
Sure, this strategy includes setting up a high functioning easy-to-navigate website, creating a social media presence, and using SEO and PPC, but it also includes building strategies around integrating eCommerce technology into your business plan and timeline as it is adopted within your business and how you’ll market it. When you plan for the shift, it will make it easier for you to track customer preferences and trends if you make it possible for your customers to browse and buy vehicles directly from your site.
For the road forward
The automotive industry is on the cusp of a revolution, and working toward stair stepping your digital retailing into eCommerce is at the forefront of this change. By creating an online presence and integrating eCommerce technology into your business model, then supporting it with a thought-out marketing and consumer educational plan, you can ensure that you’re prepared for the future of the automotive industry.
Reshaping is and will continue to happen to the auto purchase process. And as times and consumer preferences change, so must your business plans and strategy. When you leverage the power of mixing, matching and modernizing your digital retailing toward full eCommerce capabilities, you’ll not only reach more customers and streamline operations, but you’ll also have the ability to unlock the potential for your business’s future success.
Want to hear all the ways to fully activate your first party data to plan for a more successful road forward? Catch the replay of a unique webinar opportunity with Automotive News hosted by Jade Terreberry and Noah Lee. They share examples of actions you should take now, and outline strategies successful dealerships and OEMs are implementing to make the most of your marketing efforts and dollars.
It’s no longer enough to simply implement digital retailing tools. To be competitive and close more deals, you have to understand the “why” of digital retailing. Why do consumers seek out these experiences? Why do they choose one dealership’s digital retailing over another? And, most importantly, why should you pay attention to consumers’ answers to these questions?
Amanda Hilerio, eCommerce Performance Manager at Dealer.com, recently spoke to dealers about how to take their digital retailing game to the next level. She discussed five talking points to help dealers attract more car sales leads and get the most out of their digital retailing investment.
Consumer behavior trends and the factors affecting consumer decisions
Why you should pay attention to these consumer trends
How to align your processes with consumer trends
Technology integrations that make your processes easier
How to connect your digital storefront to your physical dealership
Watch the webinar to see how your dealership can connect with more dealer leads through your digital retailing experience.
As the automotive sales industry shifts toward offering more digital buying experiences, dealerships need to do more to stand out from the increasing crowd of competition. It’s no longer enough to simply offer a digital buying experience. Your dealership needs to seriously consider how to be different. That means appealing to auto sales leads with a digital buying experience that’s appealing and gives them reason to choose your dealership over your competitors.
B. Malaczewski, manager of Performance Management at Dealer.com, recently spoke to dealers about the importance of differentiating the digital buying process. She offered valuable insight into what motivates car dealer leads to choose one digital shopping experience over another and how you can promote your brand to best appeal to buyers. Key takeaways from the presentation included:
A list of essential and optional steps for your digital shopping experience
How to decide which digital processes are right for your dealership and your customers
Branding considerations that will set you apart from the competition
How to maximize communication on your digital storefront for digital shopping
How to leverage connected Cox Automotive brands to differentiate your dealership online
Watch the webinar to see how your dealership can stand out from the crowd to offer a distinct digital buying experience.
If you had a chance to tune in for the Cox Automotive Forward Focus session Breaking Down the Online and In-store Divide, then you would have heard Wayne Pastore, General Manager of Dealer.com, and Bob George, AVP Product Management for Dealer.com, discuss the changes that this year has brought to automotive digital retailing. While some aspects of the automotive industry began to slow down in March 2020, the need to connect the in-store and online buying experience was accelerated. Read on to learn how data and insights gathered during the consumer’s path to purchase can help you guide your customers through a more personalized and meaningful online buying experience.
Retailing Everywhere
The automotive shopping experience is evolving. While the end goal for the consumer remains the same – to buy a car that meets their needs and budget – the process by which they reach this decision is streamlining with better data and technology. In years past and till recently, a dealership website was used more for vehicle research, while the automobile leads were generated inside the dealership’s walls. Fast forward to present day, and new digital products and processes make it easier than ever for a shopper to purchase a vehicle without stepping inside a dealership showroom.
Considering recent digital advancements, is there a way to bridge the online and in-store experiences that would benefit both the dealer and consumer? This brings us to Retailing Everywhere, a singular, multi-channel consumer retailing experience designed to drive profitable transactions and customer loyalty. Let’s look at the key components that make up this type of experience:
Automated marketing and advertising
Guided 1:1 consumer experience
Advanced communication
Deal connectivity across CRM and web
When a consumer encounters a seamless digital experience, they stay on the website longer and go deeper into buying process. Keep reading to learn about innovations that support the Retailing Everywhere experience.
Automated Marketing and Advertising
Many consumers are spending less time on the road, for both professional and personal reasons. With more people staying home, what tools and tactics should you use to reach the right audience? If there is one thing most consumers are doing these days, and possibly more than a year ago, it is watching TV.
Consumers are increasingly “cutting the cord” to cable programming in favor of Connected TV options, such as HULU and Netflix. This trend, combined with consistently positive performance in video advertising, has led to the expansion of our video advertising services on Connected TV channels. Placement is driven by the same data that powers Dealer.com display advertising, Facebook targeting, and other services. And since traditional TV does not offer the flexibility to target specific audiences, we can spend more effectively in this space. Robust reporting is available, so you know when and where your video ad is being shown, and to whom.
Guided 1:1 Consumer Experience
When a shopper lands on your Digital Storefront and begins to move through the site, either to view inventory or explore fixed ops deals from your automotive service marketing, the platform responds with a highly targeted, personalized experience. Our Experience Optimization product uses data from past shopping behavior to inform and customize experiences throughout the website. This includes slides, specials, banners, content. The goal is to introduce the most relevant offers and content to consumers on the first visit.
Once the shopper has found the perfect vehicle, they will likely explore the digital retailing tools. Modeled after tax software, our brand-new Digital Retailing experience takes a complex process and breaks it down into small and simple steps. It’s a flexible, consumer-driven process, as shoppers can jump in and out of the pieces as needed to learn more about the deal. As a bonus, we’re finding people are using more of the tools and engaging more because it’s not a one-way street.
Advanced communication
The goal with shopper communication is to enable 1:1 conversation and offer a guided experience, and there are several ways to do this. Two examples include video chat and co-browse in Digital Retailing. Explore these services to see which ones would be the best fit for your Digital Storefront.
Deal connectivity across CRM and Web
Your dealership CRM plays an important role in moving the retail experience forward to a transaction. The reason is this platform provides visibility and understanding into consumer intent, and both of these inputs may be used by sales to deliver a personalized sales experience.
With our latest offering, a deal can cross both your CRM and website, and it can originate in either space. Choose to review a deal in your CRM, and you’ll find a clean, simple view of the customer’s online deal activity that is accessed by a link. With CRM integration, leads fed directly into your CRM under one customer record update automatically every time the shopper changes their deal structure
Driving interactions is essential in the Retailing Everywhere model. The technology you employ should support your activity instead of just replacing it, like talking across a table inside your showroom. The easier that information passes between the shopper and your dealership team, the better the shopping experience. Let our team help you to put the right message and interaction out to the consumer, regardless of where they are in the process.
