Smartphones have changed the way car dealerships have to think about merchandising their inventory. We’ve spoken at length about how modern car buyers engage in the practice of showrooming at your dealership. It’s a fact that as many as two-thirds of your customers are comparing your inventory to one of your direct competitors while standing on your lot.
That’s the new reality of the digital car-buying era. More people than ever are using mobile devices to shop for cars, and if you aren’t careful, it can put you at a disadvantage.
But what if you could reclaim the power of a smartphone and use it to improve your sales process instead of letting it undercut you?
Not only is it possible, but it’s easy when you’re partnered with MAXDigital. Find out how you can put the power of MAX in the palm of your hand.
Keep Smartphone Shoppers on Your Lot with MAX Digital Showroom
J.D. Power’s 2015 New Autoshopper Study says that customers who use mobile devices on your lot are searching for:
- Model information
- Inventory listings
- Special offers and incentives
These are the exact questions your own website should answer, and if you work with MAXDigital, it already does.
Our inventory merchandising software runs every vehicle in your lot through a content generation engine. Recall that we let you promote specific equipment and options packages for each car to demonstrate its value. We then create a unique vehicle detail page that lists out your comments plus all the key features, options, warranty information, and vehicle history.
The page also compares your list price to the car’s original MSRP and current market value. It will even give customers pricing info from third party sites like Edmunds or CarGurus. And because online reviews matter so much, your score on DealerRater is included on the page along with your personalized branding details.
Speaking of price, our inventory management software will also update the price of featured cars based on OEM promotions.
So if all of this information is already on your website, how do you remind your customers while they’re at your store?
The key solution MAXDigital offers your dealership is the ability to create custom window stickers. These window labels display a lot of the information discussed above, but they differ from basic stickers because they link customers directly to your website.
Each MAX window sticker has 3 ways to get mobile shoppers to your Digital Showroom:
- Direct Link: A shortened URL for the listing that customers can easily enter into a mobile browser.
- SMS Text: When a customer texts this number, he or she will receive an SMS message with the link to that car’s listing.
- QR Code: Customers who have a QR reader on their phone can scan the window sticker and be taken directly to the listing.
The stickers connect shoppers to the most recent and relevant information on every vehicle on your lot, and your digital showroom never closes. That means people browsing your lot after hours or on Sunday are not disadvantaged. It’s even helpful for customers that are “just looking” while they wait around your service center.
Lastly, as a bonus to you and your staff, you’ll only need to print one sticker per car. Customers have access to dynamically updated pricing in your Digital Showroom, so there’s no need to reprint a window sticker just because the price changes.
Arm Your Sales Team with the Information and Data They Need
We’ve looked at how the consumer-facing side of the Digital Showroom can make your buying process more transparent for customers at your dealership. Now let’s talk about how MAX Digital Showroom helps you merchandise inventory on the sales side.
In a previous post, we talked about how easy it is to take and upload photos of your inventory using the MAX Mobile App. Giving customers an authentic visual of the car they’re interested in is one of the most important steps of any dealer’s merchandising process.
The real benefit of this mobile platform is the sheer volume of data that every member of your sales team can access on the move.
Who is more effective: The sales associate who has to return to their desk every time a customer asks for details on a different car, or the one who can quickly access that information via the smartphone or tablet they carry with them at all times?
MAX Mobile makes it possible to instantly evaluate a customer’s trade-in just by entering the VIN. If the car matches your dealership’s brand, you’ll even have fast access to a full list of trim level details and option packages straight from the OEM database. Quickly view pricing analysis and jumpstart your appraisal process.
The biggest advantage MAXDigital gives your sales team is protection from double discounting. After you’ve already put a competitive price on a car based on market data, you don’t want to be put on the defensive by a customer who expects you to drop the price further.
Our app turns every member of your sales team into a mobile product expert. If a customer wants to try and negotiate you down from the listed price, you have access to complete pricing analysis based on historical and real-time market data. You can also quickly review the car’s trim level, engine, and other equipment details that reinforce the value of that model.
There’s a reason you listed the car at that price, and MAXDigital wants to help you stand your ground and Stop the Drop. When shoppers come calling with phone in hand, you and your team will be prepared as long as you’ve got mobile inventory merchandising from MAXDigital in your pocket.
Chicago, Illinois – July 18, 2016 – In a continued effort to bring transparency to the online car shopping experience, MAXDigital, a leading auto retail SaaS provider, today announced a partnership with CarGurus, a leading car shopping platform. The partnership provides MAXDigital’s MAX Ad users the ability to advertise their vehicle inventory on CarGurus for free, MAX Ad’s industry leading optimized format, consumer-friendly vehicle descriptions.
A picture is worth a thousand words, but how much is it worth to your car dealership? If you’re not staying on top of vehicle photos for your inventory, you might be costing yourself leads or worse.
Fortunately, we know an easy way to make sure every car on your lot has a current picture online. First you might be wondering why it’s so important to upload vehicle images to your website. We’ll talk about why you want to get in this habit, when and where you should take pictures of your cars, and how to upload them with zero hassle.
Your car dealership can’t stick to the same old playbook if it wants to protect its profit margin. The digital era has changed the game, and customers are already playing without you. If you can’t adapt to using real-time data in your sales process, you’re looking at a shutout.
Car manufacturers have a lot of control over their dealerships’ websites. If you own or operate a dealership, you may find it difficult to set yourself apart if you only work with what they give you. Achieving online visibility is easy if you know how to get started.
What people say about your car dealership is more important now than ever before. Two thirds of people who shop online base their purchasing decisions on reviews they read about products and businesses. Those reviews are left by their peers – your customers – and are based directly on their experience with your merchandise and staff.
Most dealerships have a site that is heavily influenced by the manufacturer. They may change the “About us” page, but the rest of the site often remains generic. Today’s digital-savvy consumers demand more ways to connect to dealerships online than through just a plain website. Find out what dealerships can do to increase online visibility, which will help you attract the right customers, display the proper vehicle information, and build trust.
Everyone’s a critic.
That’s the reality of living in a world where the internet gives everyone a platform. People eat at restaurants, they go to movies, they shop online, and then they write a review about it. They talk about what they like and don’t like, and they rate their purchase or their experience on a 5-star scale.
Your sales team wants current, accurate information about your inventory. Your customers, armed with mobile devices on your showroom floor and hours of research, want a transparent, consistent, and simple buying process.
What is a dealership to do?
MAX Digital Showroom empowers your sales team and satisfies today’s digital consumer by streamlining the sales process from both sides. By leveraging a wealth of data generated from the MAX Content Generation Engine and presenting it in an accessible way, your dealership will establish a common ground and build trust between the sales team and today’s tech-savvy consumer.
It is crucial that your dealership not view the importance of having an online presence as something only geared toward Millennials, typically described as people ages 18-34. We’re going to let you in on a secret: It’s not just millennials who are reliant on smartphones to help them find a new car. In fact, every smartphone owner is a potential digital consumer regardless of age.