Getting there first is critical and only the first step. Car buying is rarely an impulse buy. A timely first impression opens the door. Relevant, consistent messaging builds trust. And when you can remain relevant with a consumer no matter how long he or she is in market, that buyer is more likely to spend more.
The average buyer journey has certainly shortened in the past year – thanks to digital retailing tools and limited inventory. What used to be in the 100-day range has dropped to around 82 days. Today’s buyer isn’t interested in a generic ad to the masses. Instead, they want something personalized that meets them where they are. Many of them use six or more different devices and are expecting an offer that’s relevant to them and the stage of purchase they are in. By utilizing real-time data and marketing automation, you can make sure that you provide them with exactly what they need at the right moment.
Study after study across other industries have shown that relevancy, consistency and personalization drive dollars to the bottom line. Now, we are also realizing it in automotive. By starting to use AI-powered marketing solutions while profits are already up, you are building the infrastructure for a better future for your dealership.
The best part about these strategies is the value they drive to your bottom line. The higher the gross profit, the greater the ROI. Before the industry began riding the gross profit wave caused by supply issues, our customers enjoyed double-digit ROI. We’ve seen those numbers go up for our customers as they benefit from getting there first, making a great first impression and staying top of mind.