Service and Millennials: The Keys to Winning Their Business, from Dealer Marketing.
Keeping the service bays full along with a constant flow of customers in the service drive is key to the profitability of any dealership. Many dealers choose a predictable retention-marketing strategy—coupons, service reminders, etc.—to keep their customers coming in and to entice any that may have gone missing. Because past generations are accustomed to these more traditional forms of communication—phone calls, direct mail pieces, and so on—these strategies have been working, to a degree.
The current generation of vehicle shoppers grew up in a much different world, however: one with an abundance of cell phones, iPads, and lightning-fast Internet. They have instant access to information and prefer fast and constant connectivity with their family and friends via text messaging, apps, and social networking. They have never had to expend much effort to shop different dealers for the best price or service.
Meet the millennials.
Millennials are used to living in a world in which they can buy most things online in a matter of seconds. They are impatient and don’t like waiting. They want information fast and get irritated if they have to expend much effort to obtain it. They are price-shoppers, but will pay a premium for quality and convenience.