When inventory levels improve, the dealerships that lost the spark of what makes buying a car exciting are going to suffer.
Without hundreds of shiny vehicles lined up, dealers need to use their tools to market to passing customers.
Now is the time to look at your facilities and consider new ways to stand out from the glass towers by the freeway.
Maybe the way people buy cars is changing, but these people will still want to know that they have someone in the “business” who will look at them as more than a number and help them with their unique automotive needs.
Almost every car buyer still takes delivery at the dealership and this will not change any time soon. So, why not make it fun?
Dealership marketing is more complex now than ever before. Many questions must be considered, such as, “Is traditional marketing dead or is digital overcrowded and overpriced?” “Should we use direct mail or not?” “Do customers even need to see a beautiful building and a clean lot packed with desirable inventory anymore?”
Digital retail service providers sell dealers on their services by claiming to have a unique and perfect digital retail experience. The thought is that this is what online consumers expect after using Amazon for retail purchases. Why then do these providers pretend that the in-store experience for retail auto sales should be cookie cutter and dry?