How can you best maximize your chances for sales success and brand loyalty, vs. losing sales opportunities in both the short and long-term? For starters, this can be done by having a deeper understanding of the preferred car shopping experience that today’s customer is looking for, both online and offline, and then adjusting the dealership’s business practices accordingly. Today’s customer, who also happens to be the customer of tomorrow, are those who were born between 1977 and 2000 — commonly referred to as millennials. It is estimated that by 2020, 40% of new car buyers will be millennials; furthermore, according to a study by Brandwatch, 88% of current millennials use the internet to research a new car purchase.
Simply put, this means that a dealership’s sales and marketing team must ensure that their shopping experience, both online and off, is up-to-date.
So how can your dealership ensure that its online and offline experience is up-to-date for today’s potential customer, while staying true to your brand? It starts with understanding today’s customer, particularly the millennial, and doing what’s necessary to integrate the online and offline brand experience for them, in one seamless flow. And no, that doesn’t necessarily mean memes or viral videos (which, if used incorrectly, are the online equivalent of the giant inflatable green dancing tube man).
Continue reading “Driving the Market: What Millennials Look For When Buying Cars”