The automotive industry is adapting to the fast transforming landscape of technology. And the dealerships who are embracing the change are also reaping the fruits in today’s competitive market.
The shift is not just happening for the businesses, buyers are also more tech savvy than ever before. According to studies, 65% of car buyers in the US either prefer online shopping or settle for a combination of both. This also gives us a secret formula of growing car sales in this world’s competitive business arena; offering an omnichannel experience to car buyers.
But, before a dealership is able to give this experience to the buyer, we need to understand the behaviors of today’s customer.
Understanding Modern Car Buyers: Striking the Right Balance
While online shopping gives a lot of choices in searching and finding the right vehicle, buyers still prefer in-person interactions and test drives before finalizing the purchase. In 2024, a significant 86% of U.S. consumers expressed the desire to test-drive vehicles before making a purchase, while 74% preferred face-to-face negotiations to secure the best deal.
This highlights the dual expectation of customers: a robust online presence that simplifies research and purchasing, complemented by personal dealership interactions to build trust and confidence.
Dealerships equipped with intuitive digital tools, such as financing calculators and live chat options, alongside streamlined in-store processes, can reduce buyer wait times and enhance satisfaction.
Bridging the Gap: The Omnichannel Strategy
Dealerships nowadays must offer robust digital touchpoints along with a dealership experience that’s integrated with online experience as well. Say for example a person wants to book a test drive, can do so by using an online form and selecting his preferred time slot.
An effective omnichannel approach ensures that a customer’s experience – whether online or offline – feels connected and consistent.
Key initiatives include:
- Optimized Websites: Ensure sites are mobile-friendly, user-centric, and offer features like virtual showrooms and financing applications.
- Integrated Platforms: Adopt digital retail solutions to allow seamless transitions from online vehicle browsing to in-store purchases.
- Targeted Marketing: Use email campaigns, social media ads, and personalized direct mail to meet buyers wherever they are in their journey.
- Post-Sale Engagement: Maintain consistent communication through follow-ups, satisfaction surveys, and timely promotions to foster long-term loyalty.
Outsourcing BDC Operations: Elevating Customer Engagement
To further enhance the customer experience, many dealerships are turning to outsourced Business Development Centers (BDC).
An outsourced BDC helps manage customer inquiries, appointment scheduling, and follow-ups with precision and consistency, freeing in-house teams to focus on delivering exceptional showroom experiences. These centers operate with advanced customer relationship management (CRM) tools, ensuring every lead is nurtured, and no opportunity is missed.
By outsourcing BDC operations, dealerships can not only improve customer satisfaction but also significantly reduce operational costs while maintaining high standards of engagement.
Leveraging Data and Leadership for Seamless Integration
Creating a cohesive customer experience begins with strong leadership and a commitment to data-driven decision-making.
- Comprehensive Customer Data: Use integrated platforms to provide a 360-degree view of customer preferences and behaviors, enabling personalized marketing and sales strategies.
- Cross-Department Collaboration: Foster open communication across sales, marketing, and service teams to deliver consistent messaging and support.
Adapting to a New Era in Automotive Retail
The days of relying solely on traditional dealership models are gone. Today’s car buyers expect a seamless fusion of digital convenience and personal interaction. Dealerships that adapt to these changing dynamics by investing in technology, refining their processes, and exploring innovative solutions like BDC outsourcing will thrive in this new era.
By delivering a well-orchestrated omnichannel experience, dealerships can not only meet but exceed customer expectations, leading to increased satisfaction, loyalty, and long-term success.