How to Take Advantage of Your Dealership’s Digital Retailing Tools

In today's hyper-competitive market, the list of actions automotive retailers can take to optimize their digital retailing (DR) and customer experience grows bigger by the minute.  It is overwhelming trying to map out the right plays. Yet, it must be done.

A dealership’s website and digital presence is, without question, the main tools consumers use to interact with you and the overall brand. By not utilizing all that’s available to you to its fullest extent, you’re taking yourself out of the game before the clock has even started. 

Luckily, there are a few proven methods you can utilize to move the ball down the field effectively. This includes staff training, ensuring your DR tool is suited for all your consumers’ needs, focusing on DR messaging/advertising, and learning to function without a DR tool. 

Let’s break those items down a little more: 

Staff training

As dealership showrooms across the country start to open, it is important that the sales staff is trained on the new sales resources available through solid digital retailing. Consumers may be hesitant to come in to the showroom, that’s why digital retailing is more important than ever. The right experience can help maintain and grow sales when showroom sales are limited. It is important that dealerships provide active training on its tools so the sales staff are able help consumers feel comfortable in the online shopping experience.

This training can take the form of:

• Engaging in provider-based webinars
• Tool features & layout training
• Online customer journey training
• Setting and explaining clear goals for the sales staff

Your team of Shift consultants can help assess, refine, and implement your staff training experience for online showrooms and digital retailing. 

Ensuring your DR tool is suited to all your consumers’ needs. 

If your dealership already has a digital retailing tool, or is planning to implement one in the future, ensure that it is equipped with the proper tools that will positively impact the online consumer experience. 

This includes:

• Payment terms
• Trade evaluator
• Finance application
• Reserve inventory
• F&I (finance and insurance) menu

Along with ensuring the above features are available within your DR product, it is also important to monitor the tool in case any technical difficulties arise. Maintaining focus on this tool will enhance the customers experience.

Shift Digital can help you implement the proper DR tools for your success, or show you how to best optimize your current platform to take advantage of its current functionality, to provide the optimal experience. 

Focusing on DR messaging/advertising

Consider developing a digital advertising campaign to leverage your dealership’s presence in the marketplace regarding online shopping. For example, set up a social campaign to build awareness for your dealership’s digital retailing capabilities.

Along with optimizing digital advertising, ensure that your dealership website utilizes messaging to promote online shopping, including custom banners and landing pages.

Shift’s consultants can help you strategically adjust your messaging and digital ad strategy, educating your team on the most efficient and effective use of budget, and ensuring each dollar is working towards your best interest.

Functioning without a DR tool

Dealerships that do not currently have a digital retailing tool in place can still leverage a variety of available tools and technology to support a more successful and remote shopping experience for their customers.

Consider the following:

• Replace in-person appointments with video chats, using tools like Microsoft Teams, Skype, Google, or Facebook messenger to speak with customers and share online buying opportunities.
• Create a personalized approach for your consumer base by consulting with your management team on the touchpoints, processes, and possible scripting to deploy.
• Facilitate paperwork and delivery in ways that don’t require in-person contact, such as:
  • E-contracts
  • FedEx paperwork and return envelope, like you would for out-of-state deals
  • Mobile notary
    • Each state has different guidelines, so be sure to consult with your legal team before utilizing
    • https://www.superiornotaryservices.com/services/auto-notary-services/
    • https://autopoint.com/titling/

Shift Digital can help define and implement the processes you need to deeply engage your customers in the sales process from the comfort of their homes. We help facilitate those processes through comprehensive and validated web technology, and advanced support communications, including chat, phone, email etc. We ensure your sales representatives employ best practices for lead follow up, increasing alignment with OEM regulations, and helping you grow your online sales, regardless of your digital platform.

For more information on how your dealership can effectively manage digital retailing in today’s world, and for support implementing your own customized plan, contact your dedicated Shift Digital representative.