Automobile retail is a very asymmetric space with several large and small players competing against each other. Amid intense competition, local dealers often lose out to their large counterparts due to the latter’s large marketing budgets, inventories, and negotiating power with the brand.
However, with the technology evolution, the game is gradually shifting from scale to those who can deploy data-driven customer intelligence solutions. For the uninitiated, a consumer’s car-buying journey is going through a significant transformation.
Unlike dealership visits of the past to touch, see, and test a car, 70% of potential consumers start their purchase journey online, according to a McKinsey report. However, many local dealers still lack the digital infrastructure to influence the buying decisions at this stage. They also do not have the means to offer a hyper-personalised customer experience.
This is where a smart CRM solution becomes important. It enables even the smallest of dealerships to offer seamless customer journeys, track and maintain leads, and build strong, long-term relationships.
CRM Intelligence: The New Engine of Automotive Retail
According to the report published by Grand View Research, the CRM category is expected to expand at a CAGR of 13.9% by 2030, in comparison to 2023. Meanwhile, data from Statista showcases that 91% of companies with more than 10 employees use CRM systems actively for smooth management of conversations with customers, tracking their leads, and improving their retention. This shows that CRM systems are becoming ubiquitous across businesses of all sizes. For automobile dealerships, especially those working in the used car space, CRM systems can become the frontline differentiator. Currently, over 90% of the used car market is unorganized, where traditional pen-and-paper-based methods are used to track demand, supply, and sales figures.
By switching over to a smart CRM solution, these players can collect useful insights into several areas, such as:
● Inventory Management: Stocking the vehicles as per the demand in the market and evolving trends as per the interests of the customers.
● Pricing Strategy: Based on the historical data of sales, preferences of the buyer, and local competition, setting of price points becomes easy.
● Marketing Campaigns: Designing and launching campaigns with content tailored to the needs and expectations of the customer based on their purchase lifecycle.
These insights make the entire consumer journey more efficient, responsive, and result-oriented. Additionally, CRM platforms can also help streamline post-sales support, follow-ups, and referral programs, further boosting customer satisfaction and loyalty.
Is CRM a Costly Affair for Small Dealerships?
According to research by Bain & Company, a mere rise of 5% in customer retention can increase the profit percentage from 25% to 95%. Thus, there is a clear, trackable RoI for small dealers to deploy CRM solutions. Moreover, it brings them at par with large dealerships, which have been competing and grabbing significant market share based on capital-intensive customer outreach and competitive pricing strategies. Affordable CRM platforms are now available on subscription models, making them accessible even for budget-conscious dealerships.
The Road Ahead
CRM solutions have opened up the competitive landscape for those small car dealerships which embrace a full-funnel approach. In such a situation, CRM systems and artificial intelligence complement each other to track leads, nurture them with timely communication, and convert them with tailored offers. Those who adapt early will find themselves not just surviving—but thriving—in the digital-first auto retail landscape.
Sanjay Varnwal is the co-founder and CEO of Spyne. Views expressed are the author’s own.