Tag: digital storefront

UNLOCKING SEAMLESS CONTENT PROMOTION WITH DEALER.COM’S CAMPAIGN WIDGET

Posted on

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!

Learn More Below:

Download the PDF

Increasing Ecommerce Readiness for Ultimate Customer Confidence

Posted on

Author: Paulo da Silva, VP of Ecommerce Operations

Car insurance online concept : A man hold smartphone and with checklist car key toy car on table and use laptop check online case of accident

In the first installment of our two-part ecommerce blog series, we examined the overarching focus areas that dealers must prioritize to be successful in embracing automotive ecommerce. Let’s take a closer look at what dealers can do today to better position themselves for ecommerce success. 

The process of purchasing a car online can be daunting for consumers. This is a huge financial decision that involves emotion, research (According to the Cox Automotive 2023 Car Buyer Journey, third-party sites are their go-to source and usage have ramped up since 2021), and a ton of consideration. But what can alleviate customer concerns with buying online? The answer is TRUST – both in the dealership and the condition and quality of the vehicles you’re selling. Establishing trust and transparency is paramount, considering the significant commitment involved in buying a car online. Unlike adding items to an Amazon cart, purchasing a car is a huge investment for most and holds profound meaning, demanding confidence that the purchase will be smooth, and that the dealership will take care of the customer.  

There are three tangible ways to build that needed trust: credible vehicle content, a mature review program, and preparation for a data-intensive future.  

As a dealer, you may realize you’re already on the right track, finding success in your current efforts with trust building. Alternatively, this blog might inspire you to accelerate your implementation, discovering that you’re positioning yourself for ecommerce on a smaller scale sooner than expected.  

   1. Building Trust and Transparency Through Vehicle Content 

Emphasize the Crucial Role of Vehicle Condition: Beyond standard photos, consumers are increasingly expecting walk-around and 360 videos to gain a comprehensive view of your vehicles. As it allows customers to view and explore the product in more detail, resulting in a more informed buying decision. In fact, we’ve heard directly from our ecommerce dealers that adding 360 views for vehicles has increased the likelihood of the vehicle being added to their cart.  

The dealers leading this charge are taking trust a step further and disclosing all (or most) vehicle blemishes, and detailed vehicle inspections.  

  • Provide robust blemish disclosures: Highlight minor imperfections like dings, dents, and scratches, whether through 360 videos or distinct photos. Customers are demanding this, which further supports the fact that complete transparency builds trust and preempts confusion during test drives or even vehicle delivery. 
  • Complete an inspection checklist: Ensure all your vehicles undergo a thorough inspection process. Customers want to know as much as they can about the vehicle they are purchasing. For example, you can include that the vehicle passed engine testing, muffler testing, etc. The important thing to note is that you must share this information directly on your website because customers want to see it.  
  • List reconditioning completed: Proactively share steps taken to make the car retail-ready after the initial inspection has been done. Provide consumers with a final vehicle report card. For example, let’s say your dealership performed the 100-point checklist of a particular vehicle. Share what your dealership did to address any issues in the report like putting on new tires, replacing the air filter replacement, installing new brake pads, changing the oil, etc. It’s important to communicate any fixes you make so the customer feels confident knowing that their vehicle is in good condition because of your diligence.  

But to reveal the findings of your vehicle inspection or reconditioning work, you must make this information consumer-facing. Navigating the disclosure of data to consumers can be challenging, especially when reconditioning information uses industry acronyms and shorthand that might be unfamiliar to customers. Overcoming this hurdle requires creative thinking. Managing data transparency poses a notable challenge. One approach is to cautiously reveal essential report aspects without inundating consumers with exhaustive details. Experiment with phased testing to secure smaller victories and assess positive outcomes. For instance, consider initially releasing this information for certain cars or disclosing specific details, like the installation of new tires, rather than all inspection/reconditioning data. The aim is to strike a balance that conveys transparency without sacrificing clarity.  

   2. Developing a Robust Review Program 

When it comes to consumer decision-making, online reviews have evolved into a cornerstone of research, influencing the choices of 88% of online shoppers.  

Harnessing the power of positive customer reviews (Read this blog for a deeper dive on how to generate more positive reviews) is integral to increasing traffic and attracting leads to your dealership. Without a structured system for cultivating reviews and amplifying the voices of satisfied customers, negative reviews may create an inaccurate online portrayal of your dealership.  

Make online reviews a priority. And ensure your reviews come from verified customers, as this increases your credibility and further fosters trust with shoppers. Take the time to research the right technology and technology partner to realize the benefits of this resource. Doing so can help you generate more positive reviews and turn those reviews into a viable auto dealer marketing tool to build your brand and boost sales. 

Here are a few things you should consider as you get started:  

  • Review Collection Approach: Evaluate your current review collection methods. Ensure customers have adequate time to provide feedback within a relevant timeframe. 
  • Enhance Vehicle Content Quality: Encourage customers to share engaging, detailed reviews. Emphasize the importance of specific details, photos, and videos to provide valuable insights that are attractive to potential customers. You can even simplify the feedback process by offering guidance and tools on how customers can submit reviews and the best approach to doing it.  
  • Feedback Loop Implementation: Encourage customers to write reviews on Google, Facebook and Autotrader for example, and leverage these reviews by posting them on your website. Customers can also opt for third-party review services or apps like BazaarVoice or TrustPilot.  
  • Publicly Respond to Reviews: Establish a process for addressing reviews with 3 stars or below. While you may not resolve all issues, addressing them publicly demonstrates a commitment to customer satisfaction and issue resolution, fostering customer confidence that you care about reaching a positive outcome. 
  • Incentivize Reviews: Some dealers opt for incentives, but caution is advised. Instead of a direct offer, consider incorporating incentives thoughtfully into your strategy, such as through sweepstakes, avoiding a quid pro quo scenario. 

Establishing a solid review process can mean more money in your pocket, serving as a valuable foundation, especially in the ecommerce landscape. When a consumer decides to purchase a car via a distance dealer, having the confidence that they are buying a vehicle from a reputable dealership that is going to take care of them throughout the entire car buying process is critical.  

    3. Preparing for a Data-Intense World 

The automotive industry is undergoing significant transformations, with new technologies enhancing efficiency in daily workflows. Customer expectations for quicker transactions are on the rise, as highlighted by the Cox Automotive Future of Digital Retailing Study, where less than half of consumers express satisfaction with the car buying process duration. And dealerships are consolidating like never before; the top five dealer groups in the U.S. are made up of a combined 979 dealerships, according to the 2017 WardsAuto Megadealer 100. 

Despite these revolutionary shifts, numerous dealerships continue to operate in outdated ways. Many still maintain a segmented approach to customers, where sales lacks awareness of service interactions, and Store A remains oblivious to a customer’s engagement with Store B nearby. 

The most successful dealerships today are those that have overhauled their operations, viewing each customer as an individual rather than a disconnected entity. Shifting operations to adopt a unified customer view is driven by three things: data hygiene, streamlined workflows, and the quality of customer connections. 

I challenge dealers to envision a future where the integration of solutions is a requirement. Establishing a comprehensive and connected view of the consumer becomes extremely necessary in navigating the data-intensive landscape of the automotive industry. 

In conclusion, by focusing on vehicle content transparency, mature review practices, and preparing for a data-intense future, automotive dealers can build a foundation of trust that resonates with consumers and position them for success in the evolving ecommerce landscape. 

To find out more about Cox Automotive ecommerce, visit our website here: https://www.coxautoinc.com/solutions/ecommerce/ 

5 Ways to Build Trust with Modern Car Buyers 

Posted on
5 Ways to Build Trust with Modern Car Buyers

Written By: Chase Abbott

Half of a consumer’s decision to repurchase or recommend an automotive brand or dealer is based on trust. While dealerships and car salespeople have long suffered from a lack of consumer confidence throughout the purchase process, gaining trust most certainly is possible when dealerships act intentionally. A leading way to win over auto sales leads is through a digital buying experience—if it is done properly. 

Even with digital sales methods, dealerships need to bolster consumer relationships to meet their goals. Ensuring that the digital sales process is developed and grounded in trust ultimately benefits both the car buyer leads and the dealership. Here are five ways your dealership can build trust with modern car buyers. 

1. Understand the power of digital 

Automotive sales have been trending toward an era of online shopping for some time now. But within the past 18 to 24 months alone, the percentage of vehicles purchased digitally has skyrocketed from 2% to almost 30%—a massive and sudden shift in consumer preferences that dealerships simply can’t ignore. 

This preference to purchase vehicles online is still gaining momentum. More than three-quarters (76%) of automotive dealer leads are willing to consider a complete online purchase process. This movement toward digital or hybrid purchasing is not likely to go away anytime soon, and savvy dealerships understand that the sales process has been permanently disrupted. Having the right technology available is a necessary basis for initiating customer relationships, anticipating their needs, and building trust from the get-go. 

2. Evaluate technology to ensure you have the right solutions in place 

Whether your dealership has digital experience tools already in place or if you’re just getting started, it’s important to evaluate available technology so it is serving both your customer base and internal needs. With the right functionality, these tools can guide automotive leads through the sales funnel, close deals with more efficiency, and increase profits. 

Connecting those dots and getting the technology right ultimately impacts your bottom line. Dealerships surveyed earned 25% higher front-end gross profits and 24% higher back-end gross profits, compared to traditional dealer leads. The right technology will meet customers where they already are in the sales process, providing tailored support that demonstrates your business recognizes their unique needs. 

3. Use customer data to keep deals moving forward 

Through responsible customer data usage, dealerships can target buyers with relevant automotive digital marketing in spaces that are of most use for them, resulting in a win-win situation. Admittedly, it’s not easy to do. About half of dealerships say that it is a challenge to leverage data and systems to identify opportunities, while 86% of dealers agree that having accurate and complete customer data is a dealership priority. However, the right software and tools can assist. 

Customer data can come from a variety of sources, including the consumer sharing it directly with the dealership, the consumer sharing it with a trusted third-party partner, or outside entities collecting it. Ideally, the dealership combines its own data with that of trusted partners for the most well-rounded view. The data can help your dealership understand the customer’s vehicle type preferences, budget, stage in the sales process, communication preferences, and more. 

Your own data should provide the insights you need to offer personalized online user experiences like recommendations, specials, and fixed operations content based on their previous shopping behaviors. Customer data provides a 216% increase in lead form submission rates, based on a Dealer.com study of 524 franchise dealers who subscribed to Experience Optimization. Dealerships using Experience Optimization showed that customers were three times more likely to initiate a trade-in deal. Salespeople can use data to inform their approach to a deal and to better assure customers that they are being supported throughout their ownership journey. 

4. Give customers control of their buying experience 

Customers want to be in control of their shopping experience, so most successful dealerships offer a range of online and offline communication options to help make customers comfortable and enable open dialogue. Offering a hybrid experience that combines the functionality of brick-and-mortar operations with the convenience of shopping online is key for building strong relationship with a wide range of customers. 

With this hybrid model, customers can do as much of the shopping online as they would like, and then come to the dealership when they’re ready. This level of flexibility helps bolster confidence and trust in the process. Two-thirds of dealer leads say that they want to complete more of their next car-buying process online compared to their prior vehicle purchase. If a customer can purchase on their own terms, they’re more likely to give your dealership good reviews/referrals and remain a loyal customer. 

5. Gather and utilize feedback from recent happy buyers 

Consumers familiar with shopping online are overwhelmingly satisfied with their dealership experience, with 77% expressing this sentiment. Harness the power of your happy customers and make it easy for them to spread the word for you. Build the feedback-solicitation process into the car-buying experience. 

This is especially important because 90% of consumers read online reviews before visiting a business, and almost the same percentage trust these reviews the way they trust personal recommendations. More than half of shoppers say that the most important factor when choosing a dealership is the dealer’s reputation. 

Building trust with the modern car buyer will help enhance and solidify your reputation. You can accomplish this by understanding what car buyers want, utilizing technology to your advantage, giving customers the ability to shop online, and then seamlessly moving the process forward. To learn more about how you can build trust with modern car buyers, visit Dealer.com. 

A version of this article originally appeared in Digital Dealer. 

Meet Consumers Anywhere

Posted on

How many times have you heard that the customer is always right? Whether true or not, being able to deliver flexible solutions to the consumer has been a make-or-break factor for years. From booking flights to ordering take out, shopping for holiday gifts to getting a vehicle valuation, consumers expect choices in how and where transactions are completed.  

The trend toward remote shopping is shaping automotive industry and it’s here to stay. Today, there is an undeniable need to be able to meet the consumer wherever they are, whether it be virtual, in person, or somewhere in between.  

Dealers rely on their Digital Storefront more than ever before. Whether your website is optimized to the hilt or a work in progress, stay up to date on new ways to improve consumer experience and efficiency.  

Communicate New Services 

As you are refining your dealership operations and Digital Storefront to meet business needs, consider your display and communication strategy. Consumer experiences should be consistent and focused for your in-person showroom as well as your digital showroom. If your dealership is spotless, organized, and frequently changing out signage for new offers and services, then your Digital Storefront should mirror this.  

Dealers now have the digital tools to tell consumers how safe and easy it is to complete a purchase from the safety of their home. Share new services as they are relevant for your dealership, such as contactless pick-up and service, updated building sanitation standards, and extended test drives. This lets them know that they still have options for how to purchase their next vehicle or service, taking some stress out of the process. 

Facilitate 1-on-1 Interactions 

If there is one thing that hasn’t changed over the course of 2020, it’s that people still crave interaction with others. This certainly applies to consumers who are shopping for a new vehicle or scheduling service. Fortunately, there are new tools to make this interaction more user-friendly, efficient and enjoyable for both the consumer and dealer 

Guide shoppers through a remote car buying process while replicating in-store interactions with these tools: 

  • Video Chat lets consumers interact with your sales staff within the automobile leads workflow.  
  • Co-Browsing lets your staff screenshare and guide shoppers through deal creation. 

Guide Consumers to Speed Up Conversion 

After looking at key website metrics collected over several months, User Experience experts observed that the time on site went down. This is a good thing, because it translated to quicker lead conversion. What made this improvement possible?  

The launch of Dynamic Inventory and Full-Site Search spurred a new way of thinking about the value of consumer time on site and how to make the most of it. The new objective is to maximize efficiency, which is achieved by quickly guiding consumers to the critical inventory or service information they need. Type-ahead efficiency and predictive results are two features of these new products that help guide your shoppers to inventory and prevent dead ends during their search. And of course, these tools are built for today’s modern, mobile-first consumer.  

Deliver Relevant Content 

Here is a challenge: how do you introduce the most relevant content to shoppers on their first visit to your website? The answer is Experience Optimization, a website personalization tool that is powered by Cox Automotive data. 

This powerful solution lets the dealer vary the experience throughout the website for each shopper, such as by swapping out slides, specials, banners, and/or content. It can also pull in fresh creative, specials, and offers based on their browsing history. This personalized experience applies to both vehicle shoppers and fixed ops customers, which means it stretches across the ownership cycle and creates more value for your dealership.  

Explore more ways to invest in your Digital Storefront and remove barriers for digital shoppers. By implementing the latest digital marketing technology to support an efficient and personalized consumer experience, you will pave the way for meeting shoppers however and wherever they choose to shop. 

Wondering if it might be time to change digital marketing providers? Download eBook Analyze Your Website Metrics for key next steps and questions to ask your team.  

Dealer.com to discontinue support of Internet Explorer 11

Posted on

Microsoft has officially announced plans to end support for Internet Explorer 11 (IE 11) next year. Although customers that use IE 11 to access Dealer.com websites make up just 1.1% of total traffic, we will be implementing a three-phase plan to discontinue IE 11 support, while notifying these customers about the impending changes and how to access your website using a different browser.

Three Phase Plan

Effective immediately, we will no longer develop, test, or fix issues specific to IE 11 on both our ControlCenter platform and our websites. We will also begin directing customers to update their browsers to access your website in the future and provide links to download either Microsoft Edge, Google Chrome, or Mozilla Firefox. 

  • Phase 1: Now through early October, shoppers may access your website via IE 11 without disruption. If your dealership is using IE11, please ask your IT department to select and install a new browser.
  • Phase 2: During the month of October, shoppers using IE 11 to access your website will receive a message asking them to update their browser before allowing them to continue on to your website.
  • Phase 3: Then, in November, shoppers attempting to use IE 11 to access your website will be asked to update their browser prior to continuing. This will prevent users from having a broken website experience.

Benefits to Your Website

Discontinuing support of IE 11 will result in faster product development, faster website performance, and enhanced security for your Dealer.com website. In addition, modern web browsers offer many benefits to the end user, resulting in a better overall shopping experience for your customers. Here are some other benefits of this move:

  • Faster Development: IE 11 is the only browser that does not meet modern web standards. For each new Dealer.com website product, feature, and enhancement, our engineering team spends extra time coding and testing specifically for IE 11. While IE 11 traffic makes up just 1.1% of total usage, it takes around 20% of our entire development time.
  • Faster Performance: The extra IE 11 code takes up valuable backend website space. Reducing the overall code size will result in performance gains.
  • New Features: Since IE 11 doesn’t follow modern web standards, we are not able to adopt the full suite of standards for other browsers. These new web standards allow for more creative design elements and backend functionality. Removing IE11 support opens up new opportunities for our engineering teams.

If you have any questions about this change, please reach out to your Performance Manager or contact a member of our support team.

Five Questions Every Car Dealer Website Should Answer

Posted on

By Bob George  

Today, almost all roads lead to a dealer’s website, even (and sometimes especially) when a customer might prefer to come into the showroom. In fact, 83% of customers want to do at least one step of the car-buying journey online, according to the 2019 Cox Automotive Car Buyer Journey Study. 

Customers are bound to have a lot of questions, especially amid all the recent changes and phased reopening across the country. To give customers the information they need to move forward in their buying journey, every car dealer website should answer these questions.  

1. Is the dealership open, and if so, what safety precautions are being taken?  

The most helpful thing a dealership can do for shoppers is to provide accurate information and communicate frequently. This can be done in a few key places with highly visible website messaging, such as on slides, banners, and landing pages. Also include it in social media and email. Place this information prominently so customers looking to visit in person know their options. 

Quick and simple access to information is the best way to let customers know a dealership is open and eager to do business. 

2. Can I get my car serviced or repaired?   

Leverage service department marketing to let customers know what measures are being taken to ensure safety during service appointments. Outline it simply on the website, whether it is offering no-contact car services, a delivery and pickup option, videos showing the disinfection process, or variable service hours to reduce the number of technicians in the dealership at a given time. 

Dealership advertising campaigns promoting these new service processes can create added awareness as consumers explore their options for getting their cars serviced. 

3. What is the best way to reach a dealer if I don’t want to visit a dealership in person?  

Many customers may want to avoid visiting the dealership in person for a while, and virtual interactions are the next best thing to keeping dealership operations moving. Let customers know on the website that they can connect with staff virtually, and make shoppers feel as though you’re in the same room when you do connect virtually. Video chat enriches the digital shopping experience and gives dealers a direct and real-time opportunity to talk to customers. Video chats and other virtual communication channels also build trust with customers and keep deals moving quickly.  

4. How much of the car buying process can be done online?  

More customers are looking to digitally complete their car shopping process online. Clearly explaining the virtual car sales process on the website will help capture those customers, turning them into automobile leads. These digital retailing shoppers should be treated as much farther along in the buying process, especially if they are using online tools in lieu of an in-store visit. Consumers are investing time in the process online and should be rewarded for that with personalized, relevant follow-up communications. Leverage digital tools to help make the car-buying experience from home easier. 

5. Is the dealership offering home vehicle delivery, test drives, or other social distancing options?  

With shoppers still taking precautions, offering convenient, at-home options for them can lead to more potential buyers for a dealer. Simple messaging explaining new options and processes via landing pages, advertising, and website slides or banners go a long way. 

Consumers will inevitably have questions and want to call, email, or text the dealership for more information. Make sure the contact information needed to get those questions answered is clear and readily available. It’s important to nurture every lead and ensure your response is timely. 

This is a new experience for all of us, and we’re all navigating this together. Dedicate online real estate to explain what you’re doing to protect employees and customers.  

One silver lining of COVID-19 is that online shopping has provided an alternative location for business to take place. It also accelerated the adoption of technology that many consumers desired before the pandemic deemed it necessary. Now, more dealers are ready to take on the next era of auto retailing where their web experience is the customer gateway to their business.  

Are you looking for more, download our Marketing Playbook.

A version of this article originally appeared in WardsAuto.  

Digital Marketing for Your Re-emergence: Personalization and Specials Tools

Posted on

Webinar: Personalization and Specials Tools

Your website experience has become central to the success of your dealership. In Part 2 of this webinar series, Noah Lee dives into our Website Personalization and Specials tools, and shows you how deliver the best possible website experience for consumers flanked by your latest offers, home services messages, and compelling OEM incentives.

Digital Marketing for Your Re-emergence: Website UX Best Practices

Posted on

WEBINAR: Digital Marketing for Your Re-emergence: Website UX Best Practices

The challenges dealers have faced during the last few months have reshaped the market. As you think about restarting your operations, consider this question: what did COVID-19 teach us about consumers and their sales and service needs? What customer conveniences are likely to stick around, and what digital marketing skills will continue to be key drivers? Watch this webinar to learn about website best practices.

Celebrate Every Win to Elevate Your Online Reputation

Posted on

By Miranda Jonswold, Senior Social Media Coordinator 

Contributors: Matt Murray and Jake Hughes, Widewail 

For shoppers across the nation, being handed keys to a new vehicle and parting with a firm handshake were common gestures of a successful car-buying experience. However, recent events have weighed heavily on both businesses and consumers in recent months, and the normalcy of in-person dealership transactions is a memory of yesteryear. One thing is for certain: we must not take anything for granted. 

Even in times of extreme change, people are still shopping and sharing their experience through online reviews and social sentiment. And many still want to know how transactions are being handled in today’s climate. Dealers: especially now, celebrate every win. Express your gratitude toward your customers and leverage their words as a marketing mechanism for prospective buyers and lessees. Reputation management is a tremendous key to success in making this happen. 

Reputation Management: a measure of character and resilience  

Think back to an online purchase you made or a time when you turned to Google for a “best ___ near me” search query. Did you choose that business or product based on its star rating and glowing reviews?  

If you did, you join 88% of online shoppers who incorporate reviews into their decision-making process. In fact, for 59% of shoppers, dealer reputation is the single most important factor when choosing which dealership will earn their business. Consumers are already researching which vehicle best matches their lifestyle needs, so it only stands to reason that they will research you by way of online reputation.  

What does this mean for dealerships? Be clear in your messaging, have your resources readily accessible (be it Dealer Home Services, Digital Retailing, etc.), be consistent with your communication, and assess how feedback can improve your business. 

That said, we can’t ignore the effect the crisis has had on the generation of reviews, as well. Fewer transactions and visits initially led to fewer reviews, and then Google paused live reviews from March 20th through April 9th. People could still leave reviews, but they were not visible on business’ Google My Business pages or counted toward their lifetime total of reviews. 

According to Widewail, an online reputation management provider and Dealer.com partner, review volume declined roughly 65% from the 2020 peak to trough; the decline occurred over the span of approximately 6 weeks, and the trough lasted about 3 weeks. Widewail also compiled data of average weekly dealership review volume between 12/1/19 and 5/1/20. Since people were still leaving reviews on Google, even if they weren’t yet live (those were released on May 4), the graph also displays the difference in perceived volume loss of reviews (85%) versus actual volume lost (65%). 

All this to say: like the car buying process itself, dealers should not take these reviews for granted, especially now that review generation is in recovery. As of May 1st, car dealer reviews have risen from 4.5 reviews per week to almost 8 reviews per week, and the volume continues to rise, according to Widewail. 

Check on your reviews. What are consumers saying about you now? What were they saying during Google’s review freeze? While what is being said about your business is paramount to your marketing strategy, it doesn’t stop there: It’s also about your connection. Are you responding to all reviews, even the negative reviews? Are you responding in a timely manner? Have you considered the SEO value of your response? What is your plan? 

Coordinated Review Response: Have a Plan 

According to Harvard Business Review, businesses that respond to online customer reviews see a 12% increase in volume of reviews and an increased overall star rating. So, answer your customers’ reviews, and answer them consistently.  

Take inventory of where your reviews are being generated. Do you have access to these channels? Consider who you want answering these reviews and create a workflow for researching customer information when needed. 

Just a “thank you” will do, right? Think again. Not only is this response lacking authenticity, it doesn’t provide much SEO value. According to Search Engine Journal, since 2017, reviews have become a more prominent SEO ranking factor. What drives Map Pack ranking in this regard? Think keywords, location and services.  

So, when Tom writes a review praising Kristen for helping him purchase his Subaru Outback–which he had delivered nearby in Concord, NH–don’t write back with just a “thank you.” Address Tom by his name, thank him for his kind review about Kristen, let him know your [business name] team appreciates his patronage from the Concord, NH area, and congratulate him on his 2020 Subaru Outback. Take time to provide value for your customer, for Google, and for anyone else reading your reviews. Celebrate the positive customer experience and the team that made it possible! 

If you’re met with a negative review, investigate and take the conversation offline. If you have contact information and can work one-to-one to provide swift and direct service, you increase your chances of not only retaining the customer but also the chances of updating the negative review. In the public eye, you will still need to answer the review. Address the reviewer by name, acknowledge the situation, and provide an update. In the event you don’t have their contact information, provide your own. Keep it professional and concise. 

Remember to be consistent. Answering reviews are essential, but it’s also important to stay on top of other online sentiment, such as Facebook comments or Google My Business’ Q&A tool.  

In summary, communicate expeditiously and authentically with your customers through reputation management and online sentiment, and let it inform your marketing strategy. This could mean showcasing a positive testimonial on social media to stimulate in-market shoppers to start their journey. It could mean evaluating your profit center ratings online–what is working well for customers, and where can you improve? 

Harness your reputation with a Dealer.com consumer review and response management solution. Consult your performance manager to leverage reputation specialists for complete coordination, constructing positive and negative review responses, building stronger local SEO, and delivering high quality interactions to customers. 

Sources 

Widewail COVID-19 Consumer Review Impact Study 

Neocreative, “Why Ecommerce Customer Reviews are Important” 

V12, “59% of Auto Shoppers Choose a Dealership Based on Reputation” 

Google Data, U.S., July–Dec. 2015 vs. July–Dec. 2017. 

Harvard Business Review “Study: Replying to Customer Reviews Results in Better Ratings” 

Search Engine Journal “Reviews are the Most Prominent Local SEO Ranking Factor in 2017” 

The New Currency of Convenience

Posted on

By Katie Wilkins – Sr. Director, Product Management 

The Digital Storefront is, now more than ever, essential to the survival of the modern automotive dealership. Digital behaviors deemed essential to operation during social distancing are expected to continue after this period has passed. You offered your customers new tools or reminded them they could shift their shopping activity online, and many responded by adapting to this process. With experience, customers are finding they prefer to carry out the purchase process from the comfort of home. So, are social distancing mandates shining a spotlight on convenience as a valuable currency? 
 

From digital retailing on dealer websites, to sales conversations via Skype and Facetime, will digital conveniences spotlighted by current events permanently change the shopper journey? We will examine the lasting impact that remote shopping behaviors might have on your digital strategy, and how to best position yourself for the future when it comes to generating automobile leads. 

 
Let’s start by recognizing that consumers who cannot come to the physical dealership are still shopping. In fact, the April 4th Cox Automotive COVID-19 Impact Study shows that 66% of shoppers are not delaying a vehicle purchase, and 22 of the continental states actually saw a year over year increase in website visits in March mainly driven by new car incentives.  However, 61% stated they were much less likely or somewhat less likely to visit a dealership. You may ask how these numbers work, and the answer lies in digital storefronts. Dealers who have been slow to adopt and adapt found themselves at a disadvantage, but there are steps they can take to arm themselves for a more digital, more flexible, more consumer first sales future. 

Communicate Online 

First, communication tools are critical, including chat, video chat, virtual walkarounds, skype, facetime. These are modern conveniences that are helping dealers through this challenging time. And many consumers are already familiar with them, so there is little to no work in educating them. There are countless situations where traditional communication options, such as calling on the phone or speaking in person at the dealership, aren’t ideal. By assisting shoppers in the moment and in the way they want to engage, you are moving the research phase of their journey forward and optimizing the experience. 

Accelerate Sales 
Next, online deal-making and digital retailing tools help remote consumers move their purchase forward online. Digital Retail engagement rates grew by 25% since the beginning of March and, despite a general decline in overall website leads, we were seeing Digital Retailing  Deal and Credit Applications up 13% compared to the end of February.  It’s important to recognize there isn’t a cookie-cutter sales process; some shoppers like to engage face to face and test drive multiple vehicles, while others prefer to complete the purchase online and have the vehicle delivered to their home to test drive.  Dealerships that facilitate shopping in any way the customer chooses are the ones that will win in the new age of automotive shopping.   
 

Personalize Content 
Finally, personalization allows shoppers to efficiently find content of interest, automates campaign creation, and drives 2.5x higher click through rates on personalized content. In March we saw 28% more Vehicle Detail Page views and 99% more form submissions on brands running 0% financing and deferred payment incentives. By leveraging Automated Incentives, we will automatically generate assets for these highly engaging incentives and use our personalization algorithm to put the right one in front of that shopper based on their browsing history. Without lifting a finger, the dealership gets real-time assets in slideshows, banners, and specials pages tailored to that consumers preferences.   

Some dealers have found success navigating the 100% virtual car sales experience, and the approaches and methods listed above are good habits to get adopt now. After social distancing orders are lifted there are two things that are likely to happen. First, we are going to see pent-up demand and dealerships will need tools to handle it efficiently, maximizing sales opportunities while also being mindful of costs.  Also, people are going to gravitate back to their busy lifestyles.  Work, errands, and parenting activities are just a few of the demands on our time.  The need for convenient shopping options for consumers, accelerated and proven during this period, will remain and permanently influence the purchase experience. 

At Dealer.com we are committed to our dealers, our team members, and our community.  Our A-team of digital marketing experts are available to help you in any way we can. Wishing you all safety and health during this time.