10:12 am, December 30, 2013
Dealers must evolve to keep up with buyers in a multi-channel world, says Motors.co.uk’s Andy Coulthurst
In days of old, it was enough for dealers to put a classified ad in the local paper. Stock the right mix of vehicles, offer the right incentives and the local buyers would come. However, times have changed and we are now in the age of the ultra- informed consumer.
This technology-savvy buyer arguably knows just about as much as you might about the vehicles on your forecourt, having looked up the specifications online and read through the professional and consumer reviews.
They are also able to compare prices and finance packages on their mobile devices in real-time, so negotiations in the dealership have taken on that extra risk (or excitement!) factor.
In the world of supermarkets and electrical stores, there is much talk about multi-channel retailing. And, this jargon is starting to make its way into the automotive sector.
But, what does this actually mean for dealers?
Putting it simply – we need to evolve. The industry is already doing a fantastic job at introducing the tools and technology to deliver a much more rounded customer experience. But there is always more that can be done.
For example, there is a strong emphasis on ensuring that your online presence is flexible, social, responsive and visual but you also need to keep on top of the training needs of sales staff, making sure that everyone is equipped for in-depth conversations with consumers who are ready to buy.
Likewise, the ‘open all hours’ culture that permeates retail in the US is starting to make its way over to the UK, albeit in a watered down approach. We may not necessarily have dealers open until midnight every night but we are seeing more investment in out-of-hours call handling services, social media and live chat facilities.
In addition, while a number of people are now prepared to commit to a car purchase online, the majority still want to kick tyres and check that the product matches up to its description.
This means that showrooms need to work harder to integrate the virtual and physical retail experience. In support of all of these consumer trends, Motors.co.uk has invested heavily in our online offering, delivering a brand new responsive web platform which majors on photography and video content.
In addition, we’ve focussed a great deal of attention on our social media channels, building the brand equity online in order to drive traffic back to our website. Around 40 per cent of the lands on a car details page, further extending the reach of our dealer customers’ vehicles.
By the end of 2013, we will have a stand-out TV advertising campaign in our print, online and broadcast media advertising channels.
We are aiming to create a network which delivers a must-visit experience for consumers, while helping motor retailers to sell more cars, more profitably.
Ultimately, we will achieve this by making the Motors.co.uk brand a consumer household name – and by delivering a genuinely multi-channel retail experience.
