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Markets are changing, and so are consumer habits. You need to adapt your dealership’s marketing strategies if you don’t want to let your competitors take the lead.
Implementing an omnichannel sales strategy has become essential for dealerships looking to develop lasting and meaningful relationships with their customers.
Markets are changing, and so are consumer habits. You need to adapt your dealership’s marketing strategies if you don’t want to let your competitors take the lead.
Implementing an omnichannel sales strategy has become essential for dealerships looking to develop lasting and meaningful relationships with their customers.
The term “omnichannel” is increasingly being used in modern marketing strategies. It refers to a dealership’s desire to use all available channels simultaneously to provide a seamless and enjoyable customer experience, helping to strengthen consumer engagement
and loyalty.
An omnichannel strategy is a redesigned marketing strategy in which
we put the consumer at the heart of the process.
In an omnichannel strategy:
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- The physical and digital customer experiences become one.
- Your teams interact with your customers through all available communications channels, whether online or offline: text messages, e-mail, social media, a visit to the dealership, SEO, website, and so on.
- Channels must communicate with each other simultaneously.
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By having a presence at as many points of contact as possible, you leave no room for the competition. You’re available where and, most importantly, when your customers are present. This is not the case if you only rely on your dealership’s business hours.
To deliver a seamless customer experience, you need to use as much data as possible to personalize your interactions. If your customer data is always up-to-date and accessible across all of your dealership’s tools, you can personalize their experience based on their purchase history, behaviour and preferences to increase engagement.
The purchasing decision process has changed in recent years. Now consumers:
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- educate themselves about the vehicles on the market ahead of time, generally on the Internet (websites, blog articles, social media, YouTube videos, and so on);
- visit the websites of dealers in their area;
- read customer reviews;
- read newsletters and e-mails;
- can contact the dealership directly by phone, e-mail or text;
- visit dealerships to take a test drive (spontaneously or by appointment); and
- buy their vehicle directly at the dealership or online.
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At any time in the process, they can stop and pick up where they left off at a later time.
Autonomy
In an omnichannel approach, consumers are at the centre of the sales process. They take on real importance and have a certain control over their buying experience, choosing when and how they interact with you.
Recognition
Synchronizing customer data enables you to personalize your customers’ shopping experience as much as possible. They feel valued and recognized at your dealership. They no longer feel like just another buyer. You create a special closeness that keeps customers coming back.
Efficiency
Because you take into account all the customer information you have, you can offer vehicles and services that are truly tailored to your consumers’ needs. You don’t waste time and they feel that you are really listening to them.
When your customers realize how nice it is to shop with you, it’s a real chance to build long-term loyalty.
What’s more, it will ensure positive word-of-mouth referrals to their friends and family.
360.Agency has developed DRX 360, a new, all-in-one platform unlike any other in the industry to enable you to finally move to omnichannel selling in your dealership. DRX 360 is the culminating point of the 360.Agency ecosystem. All your customer data is shared in real time and can be accessed by your sales teams, regardless of the source.
We’ve developed a platform capable of handling the entire transaction process, from the search for a vehicle to the final sale, whether the interaction with your customers is physical, virtual or both. Your dealership becomes easy to reach, regardless of the chosen point of contact. With DRX 360:
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- Your customer data is synchronized in all your daily tools;
- You provide your customers with a new omnichannel experience; and
- You use a single platform to manage everything, from vehicle marketing to the final transaction, both online and at the dealership.
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