Change is inevitable in all aspects of an operation. But the speed of change in the digital domain requires non-stop attention. The challenge is to keep up with the constantly evolving digital world and then educate your sales force or implement change into your processes.
I recently came across two articles in Automotive Remarketing that validate how fast changes are happening. The first discussed what new car buyers are looking for in their next vehicle. The usual points were documented by NADAguides.com ranking quality and dependability as the leading factors desired when making a purchase decision. But the article went on to say that the technology preference (drive-assisted technology, NAV system and smartphone applications) was now among the lowest desired qualities, especially for new car shoppers. The reason being, your smartphone! More shoppers come on your lot with literally all the technology they need right in their hand.
The second article detailed a recent J.D. Power study of shoppers’ manufacturer loyalty and shopping habits. While the article pointed out brand loyalty is waning, the one thing that stands out continues to be the rapid growth of Internet shopping and how it is accomplished. The survey stated the length customers were shopping on the Internet for four months prior to purchase with the biggest usage increase on tablets and smartphones.
The point is, when it comes to digital technology and applications in our game – where a shopper can tee up your dealership site 24 hours a day – you have to be “grinding” all the time. Make sure the sales force knows what is hot for today’s shopper. Make sure your site is running at turbo-speed because smart shoppers are all over it!
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive.