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Digital dealer shop and buy online

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Ralph Paglia
Ralph Paglia

Digital dealer shop and buy online

AutomotiveBusinessTechnology
1 of 26
Opinions, Myths and Facts
Before: Email … and now: Shop and Buy too
 
Too many, too soon Sweet spot
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Before: Send email … and now: Self-serve
 
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Digital dealer shop and buy online

Editor's Notes

  1. A fundamental difference Consumer emotions, comfort? When to transition from online to offline?
  2. What a 1-2% website visitor to lead ratio means 98-99% went away with needs unmet Lost opportunity
  3. “ I’ve got soooo many already”… proposing marriage on the first date Your time… For upper level funnel consumers… how we get to engage today… using price, payment quotes… time… clever word tracks
  4. Can argue about how they count, measure… but best Internet dealerships derive 50%+ of car sales from Internet An “unfair” share… and NOT cannibalizing showroom sales to get it Service, parts, accessories lift experiencing this too.
  5. And Parts + Accessories too? Exactly who was it that defined call or email as the way to go?
  6. Online what you want as the retailer does not matter… have to design what you want around the context of what user wants If you build it, they will come… so cliché. So not true…
  7. Online hostage taking for information does not work… goal of “get them in here” needs to be “get the right ones in here” The next big thing: Tying online advertising to “click thru to shop + buy”… Not about traffic, clicks, views or leads… Let technology attract, engage, qualify… new shop + buy channel too, but supports one already have
  8. Which demographic is more profitable to your dealership? Emotional appeal to consumers for conquest advertising – shop comfortably online Use self-serve to indentify, but profitably qualify into lower funnel stage Use communication to keep top of mind 72 hours buy or die
  9. Shop + Buy for dealers exists now We’re vendors, but are not here to sell Here to talk about what, why, how