The high-tech dealership of tomorrow will be – surprisingly – more human, from Crain’s Detroit Business.
In just one year, buyers went from spending an average of 60 percent of their time shopping online to 75 percent. Today’s consumers expect to conduct their research, comparisons, and often, their shopping, online, and Detroit automotive dealers have risen to the challenge and made the Internet a priority sales and marketing medium.
Digital and social media, SEO and ad retargeting are just some of the strategies that automotive dealers have been persuaded to adopt to meet consumer demand for mobile and interactive communications.
However, this migration to the Internet – as well advised as it is – leaves dealers facing a fundamental marketing challenge: in an effort to differentiate themselves by meeting customers on their channels of choice, dealers risk surrendering some of the humanness that made them…well, different.