Page 9 - On The Move - Volume 17, Issue 4

Families may turn to road travel for Best Practices for a Quick Recovery
vacations, rather than flights:
• In a response to the psychological effects of COVID, With emerging markets growing rapidly, traditional technology
families may be more inclined to avoid public just won’t make the cut. Making data driven decisions no
transportation and take comfort in either taking a longer just means guesstimating where your marketing dollars
second car or using a larger vehicle – prompting them should go, but really trusting automation and machine learning
to update their current vehicle. to bring your dealership to life in ways that a human simply will
not have the bandwidth to maintain.
According to a recent study by Cars, it’s clear the industry is
continuing in the stages of a rebound phase. Engaged shoppers Begin to utilize more with less.
in the final stages before making a purchase are up more than While your advertising budgets may be limited, using AI-driven
5% week over week. technology will do the dirty work of targeting your new shoppers
effectively and efficiently – saving you time and money.
This is not just hope for a speedy recovery for the automotive
industry, but it suggests that dealers need to prepare to engage Don’t let social distancing stop you.
these emerging markets. What worked pre COVID-19 will Use the shift in consumer behavior to your advantage. Start
probably not be sufficient in a post COVID-19 era. investing in technology that facilitates a complete, seamless
How Will Your Dealership Recover? digital experience that your shoppers will already be expecting.

With consumers becoming increasingly cautious and
For many dealers, dominating your state by getting found online discriminating in how they choose to spend their time, make
can become a complex operation, especially with a fluctuating sure you act fast to engage these emerging markets.
market based on a number of factors including government
rules, news coverage, CDC guidelines, and more.

With customers engrossed in an exclusively online research
process — even more than before, your dealership needs to
dominate the digital space. It’s about staying personal, staying
present, and keeping up with your shoppers’ ever-changing
interests. It will be critical for dealerships to intelligently identify,
target, and engage online shoppers.

Out-adapting and out-winning your competitors in this new
space will require the most sophisticated, superior dealer
technology.

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