Consumers have more options to look up information about their purchases and these options have changes how they shop for cars. With this new level of information, the stress it takes to process a purchase, and the visit to the dealership will create a very educated consumer.
In the past, customers depended on dealerships to provide information about vehicles and often followed family loyalty to buy from only one manufacturer. This is no longer true. Dealers who don't recognize that times — and customers — have changed, who continue to follow their "we've always done it this way" marketing and sales strategies, will progressively pay the price.
Consumers, however, aren't the only ones with fresh tools. By taking advantage of new technology, dealerships can connect with customers in meaningful ways and build rewarding relationships that benefit everyone.
Just as customers can research the market more effectively, dealerships can learn more about the shopper's needs and desires than ever before. During our day-to-day activities, both online and offline, we create data based on our searches, habits and other actions. While mere humans can't use this much data in any meaningful way, marketing platforms powered by artificial intelligence can.
By using machine learning techniques — where the AI algorithms collect and examine data, find patterns, learn from them and then make predictions that become increasingly accurate — your dealership can gather information about your customers and prospects to anticipate their needs.
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