Auto retailers need to between traditional sales efforts and newer online marketing efforts. As the process for purchasing cars changes, adding online marketing efforts can help bring in new consumers and better inform them with their purchases.
Automotive retailers are already integrating digitally interactive platforms to heighten the in-store customer experience and actively guide their journey, whether it be for first purchase or follow up service.
Creating synergy between traditional static signage and the opportunities of digital signage can be an integral part of the overall customer experience strategy for automotive dealers. Handling the integration and measuring the effectiveness of new technologies in the existing landscape is crucial in the understanding and justification of any digital investment.
Although store front static signage is almost a given, allowing your customers ease in finding your location is already activating a positive customer experience. A professional and well executed store design will reinforce the quality of product and provide confidence in the brand providing a car worth investing in.
Leveraging digital to your advantage can prove difficult with the multitude of options available. The trick lies in minimizing the quantity of digital platforms and maximizing the quality and value of the service via the digital that you’re delivering. The question has to be asked: “What do your customers really value?” Or perhaps, as a brand, “Can you place value in something they didn’t realize yet?”
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