End-To-End Digital Journey Fast Becoming The Norm

ClickEngage
So many retailers have geared their dealerships to take buyers on a fully digital sales journey which they mirror when buying that a fully online and end-to-end business model is fast becoming the norm.

Buying and retailing online has transformed the used car industry in recent years to the extent that many dealers can have a 24/7 virtual showroom and source their stock without – in theory – needing to leave the premises.

Increasingly sophisticated customer-facing platforms will now walk potential buyers through the entire process to the extent that the only time a physical meeting is needed is at the handover. At the same time, it is becoming ever easier and more automated for retailers to source stock, reply to an online enquiry, display and provide the relevant vehicle information and conclude a deal.

One remarketer, 1link Disposal, a partner supplier to the Independent Motor Dealers Association, said the growth of a fully online business model has been so fast and widespread that it could have reached a tipping point this year.

Vicky Gardner, head of remarketing, said:

“We know that use of digital continues to grow. However, what is interesting about the last few months is that there appears to be more interest in not just acquiring stock online but also digitally retailing as much stock as possible. Fully, end-to-end digital processes are becoming much more common.

“This is being driven by a number of convergent trends that mean we could be reaching a tipping point. Digital stock acquisition and digital retailing systems have now reached a high level of maturity. The chances of encountering significant problems in buying used cars and vans and then selling them – all online – are now low.

“Additionally, margins remain under pressure for retailers and end-to-end digital processes are cheaper to operate than traditional routes. This makes them very attractive at the moment.”

However, customers and dealers are not quite ready to embrace digital 100% and a physical presence will still be needed to cater for walk-in customers and those who want the reassurance they are buying from a reliable business.

“While more and more used car buyers are comfortable with buying online, it remains important for most retailers to maintain a high level of physical presence. Most car buyers in 2019 want to undertake a mixed digital and physical journey, and retailers must maintain the ability to meet that need.”

Her comments echo those made last week by Auto Trader which said that dealers need a blended approach with a strong online presence while still retaining a showroom but highlighted a shift in consumer buying habits, especially among the under-35s, who are confident spending online.

For more information about ClickDMS, please contact the Clickers via [email protected] or alternatively, call 01782 478 220!

Click DMS can help you maximise the potential of your customer data and manage leads

DMS DATA LEAD MANAGMENT
It’s important to record your leads and customers digitally in this day and age for a number of reasons. Not only is your data protected from things such as fire, theft, or a computer crashing but the ability to utilise this data is much easier when it’s available to you at the push of a button from at home, or away from the dealership, in a safe online system.

If you are not using a system like Click Dealer’s to store your customer data, it will most likely be kept in a Microsoft Excel document, where you will not be able to do much with it other than add, copy and paste customer details. Click Dealer’s Customer Database offers so much more.

With Click Dealer, you can keep all of your information safely housed in one place in your DMS. Our database is not just for storing customer details, it also acts as a marketing tool, enabling dealers to communicate easily with their customers via physical mailshots, text messages, email campaigns and soon, video campaigns.

This eliminates the need to use multiple sources to send out marketing communications to customers because everything is in one place, which will save you valuable time. You can simply select your method of communication and seamlessly send messages to your customers without having to go through the time-consuming process of copying and inputting their contact information manually.

Lead Management

The DMS is also a great tool for inputting new customer data and tracking the progress of a customers sales journey. How often are enquiries scribbled down on a scrap of paper, on a whiteboard, or simply just taken to memory? Do you have full visibility of what deals your sales team are working on and the stage they’re at? Well when you log your enquiries with ClickDMS, not only are they safe, you can monitor their progress and see which vehicles have leads attached.

When the lead converts to a sale, the details are automatically entered into your database. At this time we’ll automatically send them an email asking them to opt in to receiving marketing emails such as when the finance is expiring or a service is due. This way you can easily send out communications with the customer at a convenient time to maximise the chances of retention, whilst also not needing to worry about GDPR.

For more information about ClickDMS, please contact the Clickers via [email protected] or alternatively, call 01782 478 220!