Shoppers now spend less than 90 days searching for a new car, compared to over 115 days just a few years ago. And at Client Command, we’ve seen the time shrink into the 80s as digital retailing takes hold. You have less time to influence a shopper from the moment they start shopping to the moment they sign the papers. You must therefore communicate with prospects in a very meaningful way from the beginning using personalized messages.
Even as consumers push for privacy, a recent report from Deloitte says 79% of consumers would be willing to share their data if there was a clear benefit to them. This core works hand-in-hand with the point we first made: you need the ability to identify who is ready to purchase, what they’re looking for, and how quickly they need to buy. You can then engage with shoppers in a way that makes them feel like a person, not a prospect.
Add Value for the Customer
Customers expect personalized marketing messages that demonstrate the seller knows who they are. Once you’ve analyzed the shopper data available to you, it’s important you reach shoppers according to their preferences. Some like email, others enjoy traditional mail, and still others want to communicate via social media messaging. The point is you must reach customers on their terms, not yours.
Once customers are in the showroom, you can then leverage your insights to create a deal that reflects their needs. Remember to personalize talking points and finance and insurance options; the entire experience should be customized. After the sale, continue to connect with shoppers for a long-lasting relationship. Send personalized reminders about service needs, useful tips about car maintenance, and messages on new car deals.