Is That a Dollar Store, an Online Retailer or a Dealership? Can You Customers Tell the Difference - AutoSuccessOnline

Is That a Dollar Store, an Online Retailer or a Dealership? Can You Customers Tell the Difference

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?

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? Maybe because they don’t sell on-lot or point-of-sale materials? Maybe because their desire is to have dealers reallocate funds from these places to their products? How can this not adversely affect the customer’s experience at the dealership? Let’s dig a little deeper.

Buying a car is an emotional experience, isn’t it? Today it seems like many of the digital retailers out there are trying to convince us that it is not. According to them, it is the same as buying deodorant, underwear or some other commodity online. Cars are a commodity, right? Wrong. There are some car buyers who only want the online lowest price experience, but is this the experience you want to provide to all your customers? Absolutely not. Almost all car buyers still want to test drive and feel the vehicle before they decide to purchase it. They want to have an emotional connection to their large purchase, this place where they will spend hundreds of hours.

A new vehicle becomes part of the buyer’s identity and has a connection to the driver’s ego. Why else would anyone pay 10 times more for one vehicle than another when both serve the same transportation purpose? Not to mention that the most expensive are the least useful in most transportation scenarios. Ego is a major driver in the purchase of this mobile status symbol. Emotion in the car-buying process is as alive as ever. This is why there is still an opportunity to make a fair profit on most car deals. Let’s agree for the purpose of this article that buying a new vehicle is an emotional experience for most.

Dealerships need to create an exciting environment in which to provide a positive emotional buying experience. Many municipalities don’t allow giant gorillas or even flags and balloons anymore. Most will allow pole banners and ramps. No matter how strict the rules are in your place of business, just don’t give up. Do what you can to stand out. People go to dollar stores to buy for the lowest price. Don’t make your dealership look like a dollar store parking lot. Make sure your store looks different and exciting. If you can use a giant gorilla, balloons or flags, do it. If you can’t, you need to look into using on vehicle or pole signage and ramps. Most places allow ramps of any size, so the bigger the better.

Customers driving by your dealership should be drawn in by an exciting environment. They should be able to tell the difference between your store and the dollar store up the street. It takes more than a sign to do this. Once the customers are on your lot, it is important keep the excitement level elevated. You can achieve this with car toppers and point-of-sale materials inside the dealership. The same tools listed earlier will keep the feeling alive outside. What is more exciting than a truck spinning in the air or a giant gorilla?

Online retail reduces most products to the level of a commodity. Effective search makes it easy to find the lowest price for any item. Don’t race to the bottom and commoditize your inventory. Raise and preserve the level of excitement and the same will happen for your gross profits on the front and the back of your deals.

Positive emotions lead to positive customer experiences. Happy customers lead to fair car deals for the customer and dealership. For a free list of ideas to raise your dealership’s level of excitement, send me an email with “excitement” in the subject line. Harry Siskind


Click here to view more solutions from Harry Siskind and AutoSpin USA.

You May Also Like

Are You Ready to ROCK in 2023?

It’s time to meet today’s Vehicle Care RockStars, and we are asking you to help get us backstage.

Unless you have been on a remote desert island the past few weeks, you’ve likely seen some intriguing teasers for the latest brand launched under the Babcox Media umbrella – Vehicle Care RockStars. If you have seen it, I’m sure you’ve got some questions.

It can be tough to articulate exactly what defines a RockStar. Is it Mick Jagger’s swagger? Eddie Vedder joyously stagediving into a crowd? Eminem’s clever lyrical prowess or Beyonce’s ability to inspire viral TikTok dances? Elvis’ upturned lip? Is it Slash’s iconic top hat and leather jacket? Dave Grohl’s infectious anthems?

The End is NOT Nigh

Car buyers abandon digital tools when the process gets too complex — easy-to-use ecommerce capabilities are essential.

Is the Sky Falling, Chicken Little?

Don’t let anyone fool you into settling for mediocrity in the showroom or online. 

Merchandising Strategies from Online Disruptors

Your online merchandising needs to rival Carvana’s. Here’s how to generate that emotional attachment.

The Game Plan Has Changed

Winning consistently never happens by accident; it’s time to focus on the fundamentals and get your game plan in order.

Other Posts

Digital Air Strike Strategically Rebrands to DAS Technology

The new name reflects the company’s expanded CDXP technology solutions and unique capabilities across four divisions.

Executive Spotlight with Matthew Davis of TradePending

Matthew discusses going back to basics to acquire cars, email marketing and ways to convert more web traffic into trade leads.

Top 10 Reinsurance Mistakes (& How to Avoid Them) Part 1

The right program can benefit every aspect of your dealership enterprise — from F&I and fixed ops to succession planning and retention.

If It’s Not Broken, Break It

Recon software provides the data to manage and motivate by the numbers.