5 Tips to Merchandise Effectively and Win the Digital Customer

February 1st, 2017 by
With so much information available to today’s online consumers, auto dealerships have to work harder than ever to gain their customers’ attention. Studies show that around 60 percent of the car shopping experience now consists of time spent on third-party sites. This means a dealer’s online merchandising efforts must be properly aligned with the information customers are looking for.
Luckily, MAXDigital has done the research for you and identified the five things a dealership’s website must address on their vehicle details page. Answering these needs will help you effectively win over today’s digital consumer.

5 Details All of Your VDPs Must Tell Your Customers

1. Explain why the car is right for them.
Your customer likely landed on the car that they did because of a filtered search. Filters can account for a wide range of criteria, and you want to give that person a clear sign that they found the right car.
If they selected a low price point, tell them about the great fuel efficiency and reliability. If they selected only four-door vehicles, talk up the roominess of the cabin.
Reiterate the fact that yes, this is the car that is right for them. These efforts begin by acquiring the right cars for your market and we have just the tool to help you with that.
2. Ensure them they aren’t buying a lemon.
Buying a lemon is the worst fear for any used car shopper. Make the vehicle history report visible and accessible with just one click<.>
Go a step further by extracting some highlights from the history report, such as “no accidents” or “regular oil changes,” and putting that information in front of the customer.
3. Reassure the customer that it’s a fair price.
Have a market comparison readily available so customers can see how the price of the vehicle stacks up to both the competition and the Kelley Blue Book value alike. Our market-based pricing tool can give you with the precision you need to drive sales.
4. Convince the customer the car is better than the other ones they’ve seen.
Have a comparison tool on your vehicle details page that allows the customer to conduct a side-by-side comparison of features. The majority of online car shoppers visit a dealer’s website for the purpose of checking out inventory, so it’s important for them to know that this is where their search ends.
5. Tell them why they should buy from you.
It’s no secret that dealers have to try extra hard to win over someone’s trust. Highlight anything that makes your dealership trustworthy, whether it’s your number of years in business or online reviews or ratings. Better yet, utilize >our custom tool to do it for you.
Car shoppers want to test drive a vehicle before committing. So take a test drive of MAXDigital’s suite of merchandising solutions by scheduling a product demonstration to see how we can help you win over your customers.