Dealer Advantage: Looking back at 3 key areas car dealers should re-visit in 2022

In this episode of the Dealer Advantage series, Lori Wittman, SVP Dealer Software Solutions, Cox Automotive re-visits three best practices car dealers implemented last year that are still crucial in 2022.

The three areas we’ll be looking at today are:

1. Data continuity and integrations: Car dealers like Linda Crossman of Byers Auto Group begin collecting data on the consumer from the very first touchpoint. That data is then readily available for every department across the dealership in an integrated, seamless way. They don’t have to rely on third-party data collection.

Guy Mitrano, Director of Digital Operations for Subaru of New England also explains that car dealers can use their first-party data to personalize marketing campaigns and stimulate consumer engagement on any channel.

2. Workflow efficiency: Cole Frankman, Chief Operating Officer at Frankman Motor Company says digital retailing tools that are nicely integrated together and can be managed from one dashboard, have made all the difference.

Mitrano agrees. Digital retailing tools, traditional TV ads, and connected TV make it easier for car dealers to place targeted, measurable digital campaigns. It’s important to make sure retailers have a highly visible online presence, so it’s easy for customers to find your car dealership.

This extends to the fixed-ops department as well. Crossman says customers really appreciate receiving photos and videos of the work in progress from service technicians and advisors. These images can be sent via text message or email, and customers can respond in real-time if they approve the repair or have any questions.

3. Digital retailing: Once Frankman decided to go all-in on digital retailing, he started to see more engagement. More customers are using the digital retailing platform to shop, rather than visiting in person or calling for an appointment. Conversions continue to go up as well.

Mitrano adds, that digital retailing allows retailers to really own their business and control their experience by leveraging the best technology available.

For more information, check out Cox Automotive’s Thrivers eBook here.

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