Step 1:
Market Your New Process
Just as you would market a new vehicle model, the first step in launching your online retailing experience is letting the market know you’re equipped to meet consumer needs, even from the convenience of their home.
That means updating your external messaging across the board, including:
Social media feeds. This community-oriented channel is critical for any messaging related to your reputation and building trust in a new process.
Search engine advertising. Your SEO efforts and paid search strategy determine who finds your website and how. Revise your ad campaigns and site content to draw in consumers looking for a fresh dealership experience.
Website copy. Once consumers do reach your site, your all-digital sales process should be front and center. Your website represents the best place for you to make your case, succinctly and effectively.
Emails and other communications. Don’t underestimate the engagement rates of alternate channels of targeted messaging, such as email and direct mail campaigns. A healthy media mix is still the best route for marketing your new process.
If you identify your operation as a dealership that can meet consumers where they are, maximizing the convenience of their vehicle buying experience, you’ll remain a candidate on their purchasing list. If not, they’ll move on to the next dealership that can.
Step 2:
Optimize Your Virtual Showroom
In a virtual interaction, the product isn’t the vehicle sitting on your lot – it’s the vehicle listing on your website. Remember, in an all-digital interaction, the customer is not coming to your physical store to look at your vehicles.
That means it’s absolutely imperative your vehicle detail pages are accurate and include both in-stock and in-transit vehicles. They should provide all the essential information a consumer is looking for when browsing for a vehicle, including:
Quality, detailed pictures and videos
Accurate pricing
A relevant description that doesn't dig too far in the weeds on features
Similiar vehicles
Consumer reviews of your sales staff
Now, for those dealers who are conscientious in maintaining a top-tier website and virtual showroom, all this may be a given. But to earn the opportunity to talk to a prospect, it’s important to offer as much of the buying process online as possible. The following factors need to be included:
- Rebates and incentives, both national and conditional
- A payment calculator that includes full financing and leasing options as well as down payment options
- Pre-qualification
- Trade valuation
- Credit application
- Electronic document option including both uploading and signature capture
Armed with this information, go back and review your online experience. Is it an asset or a liability in establishing your Retail Anywhere sales process?
Steps 3-5 are waiting.
To continue your online retailing journey, download the full eBook.