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5 digital tools every modern dealership needs to drive sales success

There are digital tools for every process or function you at your dealership. However, it's crucial to ensure they are worth the investment.

Adding new digital tools to your dealership strategy mix can feel overwhelming and time-consuming. Things like price constraints, learning curves, and whether or not the software can make a difference can impact your decision.

There’s always a new piece of technology that can be helpful, but it’s hard to know what to choose. We want to help make that journey a bit easier. Here are some products and platforms that may make some processes more efficient at your dealership while also delivering value:

Customer Data Platform (CDP)

First-party data is becoming a valuable commodity among companies, and this is especially true for dealerships. Whether customers are filling out surveys or you are gaining more advanced info from email or analytics, it’s crucial to have a place to store and use this data. According to automotive marketing expert Brian Pasch, a CDP can help you collect, unify, manage, and act upon customer data in one place.

It eliminates the need to go to multiple places to grab information. It can collect user data, create customer profiles, and combines the power of a CRM, marketing automation, and A/B testing tool to further analyze data, which are exceptional uses for dealership marketers. 

In-store digital signage

There are a lot of advantages to investing in digital signage at your dealership. First, customers are more likely to purchase something when they’re around. According to media solutions company Mood Media, 68% of customers say that digital signage would make them more likely to buy advertised products.

They are also dynamic billboards that can be changed anytime to incentivize car buyers and tell your story. They have a variety of uses. For example, digital signs can be used to display critical information about specific cars, promote F&I services, or even share customer reviews on the floor. They can also reduce the overall cost of printing paper, adding significant savings over time.

3. GA4 (Google Analytics 4)

Last year, Google ended its initial Universal Analytics replacing it with Google Analytics 4. This iteration gives you many more perks and acknowledges the emergence of automation. It tracks website analytics and allows you to monitor app analytics data, an excellent feature for dealerships running mobile app programs. 

Not only will it show you what’s happening with your current marketing analytics, but it will also use machine learning to offer predictive data like purchase probability and revenue prediction. It can also allow dealership marketers to create more detailed segments triggered by specific events. For a deeper look at what all Google Analytics 4 has to offer, take a look at this breakdown from Neil Patel.

4. Social media monitoring

Over the last two decades, social media evolved into an online billboard, a way for companies to quickly and effectively get the word out about what they do. Every mention, follow, and comment is an opportunity to connect with a customer and build your dealership’s brand. For this reason, a social media monitoring tool is critical to helping car buyers navigate their online car research journey. 

The right social media monitoring tool can help you search for keywords, track mentions, check reviews, and monitor dynamic conversations. You can have an additional set of eyes to keep up on who is talking about your dealership online and where. 

5. Third-party apps

A third-party app could be just the tool to set off your dealership marketing and logistics services. 60% of automotive searches come from a mobile device. So, investing in a mobile app to help users seamlessly search your inventory and learn more about your services could be a worthwhile step. For example, a mobile app can allow customers to quickly schedule test drives, save and access offers, and easily receive service alerts. 

Much like email marketing, it is a way for you to reach your audience directly. One of the best perks of a third-party mobile app is geo-fencing, which lets you push out notifications and incentives when individuals are physically near your dealership. Some third-party apps can even integrate with CRM and inventory systems you already have set up to make it much easier to track all logistics. 

Final Thoughts

We’re living in a time when there are digital tools for every process or function you have at your dealership. However, the goal is to ensure that any product you select will be worth the time and investment.

Therefore, before integrating any programs, always discuss the real-world applications and ensure their use will enhance and not hinder your dealership processes. See where your gaps are, and determine if one of the digital tools above could be the right answer.

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Chanell Turner
Chanell Turner
Chanell Turner is a contributing writer and investigative journalist for CBT News.

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