How Your Automotive Merchandising Can Reach In-Market BuyersJanuary 18th, 2018 by MAXDigital
In the information age, auto consumers have taken a more active role in their buying decision than ever before. In fact, there are shoppers looking for the cars on your lot right now. They’ve just moved their search from the dealership to the internet. The key to success in this new market is gearing your digital automotive merchandising strategy toward reaching consumers who are already interested in buying.
Adjust Your Automotive Merchandising Strategy to Attract Customers Who Are Ready to BuyTargeting in-market customers offers the most ROI for your marketing strategy because these buyers are more likely to convert and are cheaper to reach than other consumers. Here are some tips to help you appeal to these buyers.
Know What Your Customers are Looking ForA good start to crafting your automotive merchandising strategy around the modern customer is being aware of how they search for vehicles. Our research has shown that the early stages their searches are fairly basic. They probably have a few models that they’re interested in. Within these few models, they’re also looking at the following:
- Model year
Know How Customers Make Their DecisionsOnce you have a customer on your website or in your dealership, knowledge of what drives their decision-making will help you convert. Price is still significant here, but you can’t win sales by simply lowering your price because someone will always undercut you. Luckily price isn’t the only point of data shoppers use in their decision. So what does drive customer’s decision to buy? The following factors play a major part in their choices:
- Perceived value