Last month, thousands of dealers, thought leaders and allied industry members met at the NADA Convention and Expo to get critical industry news and learn best practices for growing their businesses.
Workshops covered a range of topics, including the importance of understanding the multiple influence points shoppers hit throughout their buying experience – what many refer to as the consumer journey.
In her NADA workshop, “Digital Moments that Matter,” Lindsay Shultz of Google reiterated the importance of a strong online presence by highlighting that 90% of car shoppers do research online. Schultz pointed to the ZMOT Automotive study, one of a handful of models discussed at the convention that suggests a strong shift away from the traditional buying funnel.
• The role of mobile
A recent comScore study indicates that mobile usage now accounts for nearly 40% of the average person’s time spent online, making basic merchandising and sales processes that are optimized for mobile users all the more important.
• How to influence
By implementing customer-focused sales processes, sound dealership and vehicle merchandising practices, maintaining a strong online reputation and holistically evaluating customer engagement metrics, dealers can begin to optimize their customer experience.