Proactive Customer Strategies That Redefine How to Sell, from Dealer Marketing Magazine.
Two recent auto industry reports offer valuable insight into evolving dealer-consumer dynamics. These reports, created from research by the consulting companies Capgemini and McKinsey & Co., can help dealers prepare for this relational change. In the reports, Capgemini and McKinsey suggest that dealers must embrace this change to remain successful.
The Internet, mobile, and other information within marketing channels continue to reshape how consumers engage with dealerships. For instance, McKinsey reported that “80% of new-car and almost 100% of used-car customers now begin their journey online.”
The research shows that modern consumers prefer to visit a physical dealership only at the end of their buy cycle. Thus, a redefined “meet and greet” may simply point them to the vehicle they want to touch, sit in, and test drive. With consumers now asking for an upgraded customer experience, McKinsey reported, “Advanced dealer networks are already starting on this transformational journey.”