Today’s tech-savvy shopper relies on internet research and mobile technology to make purchasing decisions. Every time potential customers conduct a search, it creates a digital moment ~ a brief, online interaction that answers an immediate question or need.Creating a website that is mobile friendly will help your dealershi... Further, being aware of the major digital moments created while your potential and established customers are car shopping can help you cater to the modern shopper.

Finding the best car 

Some of the earliest digital interactions for a potential car-buying customer relate to choosing the best vehicle. This often involve searches for specific brands or car styles, followed by visits to manufacturer or review websites. Customers may search for terms such as “best compact car” or “brand A vehicles”. Your dealership can take advantage of these early searches by providing relevant information on your website in the form of blog posts or other content. You can also utilize search engine optimization (SEO) concepts to i...

Comparing specifics

Digital moments created while comparing specific features of different makes and models are also common. Shoppers may search for information about a vehicle’s seating, cargo capacity, mechanics, and safety. People vary a great deal in the features they require. A dad with children and pets will likely be looking for answers about available space and safety ratings. On the other hand, a woman looking for a pick-up truck to pull a horse trailer may search for information about towing capacity and fuel economy. Visits to dealerships, manufacturer, and review websites are common at this phase, so make sure you include a compare feature on both the mobile and full version of your website.

Affordability

Eventually, shoppers select a top choice vehicle and start researching affordability. They may search for things like “deals on Brand A vehicle” or “lowest price for Model Z”. This is an optimal time for your company to provide useful information by explaining things like leasing terms, financing options, and trade-in programs on your website along with key words associated with specific brands or models. Demonstrate to potential customers that the vehicle they want can be obtained affordably through your car dealership, and the value that you offer.

Choosing a dealership

When a customer is ready to choose a dealership, digital moments will be related to searches for “local dealerships” or “Model A vehicle dealerships near me” and will, ideally, lead to visits to your website and review sites. Making sure that you have an up-to-date inventory of your vehicles online will help customers find their vehicle and encourage them to stop by and take a test drive. Positive reviews from previous customers are also vital. Also, make sure it’s easy for customers to find your contact information and hours of operation on your website.

Searching for a deal

Every shopper wants to feel that they are getting the best deal possible on a major purchase. After choosing and visiting your dealership, it’s likely that the modern shopper will continue to compare prices before making a final decision. Searches for common price points, loan terms, and current sales are... Your brand can again provide useful information online by discussing things like price matching options, promotions, or rewards programs that help cut the cost and give buyers a great price.

Rewards and digital moments  

Rewards programs like Reward to Retain play a role in many digital moments. As customers search for the best car and compare specifics on your website, you can list the rewards points earned by the purchase of specific vehicles. Customers who are assessing affordability or searching for a deal may benefit from learning about how rewards can be used towards vehicle maintenance or future vehicle purchases. Offer previous customers rewards points for posting reviews as a way to help new customers choose your dealership. Once a customer makes a purchase, help them stay connected with you... by making it easy to access their rewards program account via the web or a mobile app.

Digital moments and mobile technology are vital components of modern auto dealership marketing. Potential customers will likely conduct hundreds of searches, visit many websites, read reviews, and watch videos before buying. Your company can help create high impact digital moments by providing the information a potential customer needs in a mobile-friendly format, and for rewarding them once they become a customer.

To learn more about keeping customers engaged with your dealership, visit http://rewardtoretain.com/ or email mike@rewardtoretain.com for a custom reward program demo.