In an increasingly mobile-first digital purchase process, car buyers are researching their next purchase outside of normal business hours.
Buyers bounce around the internet looking at manufacturer and dealer websites, YouTube reviews and social media to inform their purchase decisions. When an enquiry comes to the dealer, it is essential that they are responded to promptly.
According to data from Google the world is now home to over 5 billion unique mobile users, and by 2020 half of all TV and video viewing is set to be streamed on a mobile device. Social media growth is also accelerating with active social media users now numbering approximately 3.3 billion, up 13% year on year.
The search process is handheld and users demand an unprecedented level of immediacy. Buyers expect to be able to get the answers they need at the click of a link and need a response to questions in a timely manner.
At Dealerweb our data suggests that a significant number of customers expect responses in under 30 minutes and the majority in under an hour. Fortunately, the latest technology can now be used to respond to these enquiries quickly and efficiently.
It is important to have a range of automated responses available tailored to a variety of enquiries that cover new and used sales, finance and service. The lead can then be logged and allocated for a follow-up call during business hours.
Our experts advise dealers to look at their website data to understand where and when people are searching and which sections of their website or social media have the most interaction. The insight can then be used to build a broader content strategy designed to deliver something unique through each platform and a targeted, effective customer relationship system.
Many other retail sectors have embraced the concept of always-on digital marketing. The ability to meet the customer need at 7 am on a Sunday morning can deliver a competitive advantage, especially if your competition isn’t there.
Providing a 24-hour service depends on an understanding of consumer behaviour. It must anticipate the need and give the right response at the right time. It also requires a belief that this is a constant journey rather than a single project. Consumer behaviour changes and the dealer must keep changing with them.
James Hill is operations director at Dealerweb.