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car dealership holiday incentives for busy shoppers

Automotive Marketing: How to Win Over Multitasking Shoppers – Part 3

Welcome to the final part of our 3-part series on how to win over multitasking shoppers at the dealership. In part 1, we went over simple digital marketing tips that help distracted shoppers pay attention to your business during their automotive research. Part 2 was full of helpful ideas on dealership promotions and unique amenities that cater to multitaskers.

Now that we’re at the end of the road, your friends at ActivEngage want to help you capitalize on the busiest time of the year: the holidays. It’s a hectic time for most, going from holiday parties to gift shopping to visiting the family. Help your multitasking, busy shoppers by taking a load off – and earn their business in the process – with these holiday incentives.

Holiday Incentives for Busy Car Buyers

Multitasking customers LOVE convenience, especially since the holidays are always extremely busy. To help them with the pain of having to run to multiple places to get all they need, why not bring what they need directly to them?

Here are some examples of ideas for holiday incentives that entice shoppers to visit your store for a test drive or service:

Wrapping paper/gift-wrapping services

Few things are as tedious as getting Christmas presents. But then you have to wrap them, too. Offer wrapping paper or gift-wrapping services for service customers. That way, your multitasking shoppers can accomplish two tasks at once.

A real-life Santa Claus

It’s a common family tradition to take the kids to see Santa during the holidays. Why not bring the family in to meet the jolly old fellow at your dealership? Have Santa hand out candy canes to spread extra cheer.

Christmas Trees

What could possibly be better than a new car for the holidays? A new car AND a Christmas tree. New car buyers are already feeling the holiday spirit, and you will only reinforce their decision to do business with you by going above and beyond.

For inspiration/motivation, check out how Fairfield Subaru and Preferred Auto Group do Christmas Tree Giveaways:

   

Other Holidays Your Dealership Can Capitalize On

  • Valentine’s Day – Offer flowers and chocolates for their Sweetheart.
  • Independence Day – Pick up your sparklers and fireworks before you head home to the family.
  • Halloween – Give away pumpkins to Service customers.
  • Black Friday – Free coffee or Starbucks gift cards (because your shoppers will be sleepy from getting up so early!)
  • Thanksgiving – Have a Thanksgiving Bake Sale or offer customers a free pie when they come into your service department during the week of Thanksgiving. It could save them time baking or shopping during this holiday, and you’ll get bonus points for being so thoughtful!

Winning the Hearts of Busy Shoppers = Thinking Outside the Box

Saving your multitasking shoppers time, traveling stress, and money during the holidays is a prayer answered for some people. Think outside the box and add to your holiday incentives based on what you think they might need at any time during the year – including all those crazy winter months!

Remember, there’s a reason Starbucks still sells newspapers, and it has everything to do with the added convenience. If you apply that strategy to your dealership, you’ll win the hearts of busy shoppers who will be loyal to your ongoing generosity and thoughtfulness. ‘Tis the season, after all!

Looking for more holiday advice for your dealership? Check out “5 Ways to Spread Holiday Cheer to Your Dealership’s Employees”.

 

Editor’s Note: This post was originally published in January 2015 and has been completely revamped and updated for accuracy and comprehensiveness.

 

 

Tips for car dealership promotions and amenities

Automotive Marketing: How to Win Over Multitasking Shoppers – Part 2

Multitasking shoppers are complex car buyers, and therefore, difficult to attract for car dealers. The thing is, the vast majority of your automotive shoppers are multitaskers. How do you sell cars to people juggling their time and attention?

In an effort to help your car business boom in the era of always-on consumers, we created a three-part series of automotive marketing tips to help you win over multitasking shoppers. Part 1 focused on how to win over multitasking shoppers online. Part 2 will focus on ideas for dealership promotions to entice multitaskers to drop the million things they’re doing and drive to your dealership.

 

Increase Dealership Traffic with Dealership Promotions

Oil Change Buddies

No one likes going to the Service Department alone. To appeal to the busy socialite and bring in more fixed ops business for your store, I recommend trying out a promotion in your marketing emails or on social media called, “Friend Day.” Tell your customers that if they bring a friend with them to get an oil change, they get half off their service. Or maybe both the customer AND their friend get half off.

Everyone wants to help a friend out and make time to hang out with them at the same time. Your dealership can help them do both by offering this type of oil change special!

Test Drive Buddies

You can use the “Friend Day” dealership promotions for your Sales Department as well. Just offer to provide both your shopper and their friend a gift card for coming by to test drive a vehicle.

This promotion can be very beneficial to your sales strategy because friends are great influencers. They can help each other determine what vehicle they should buy. What better way to bring them both into the decision-making process than by incentivizing them to come to the dealership together?

Ideas for the gift card:

  • Local restaurants
  • Popular or local retail stores
  • Tickets to concerts or sports teams
  • Movie tickets
  • Gas station gift cards

 

Provide Unique Service Amenities for Multitaskers

Offering free WiFi and snacks for the busy worker is pretty mainstream in dealership Service Departments these days. To stand out from the competition, your dealership needs to take it up a notch by offering unique amenities.

Here are a few examples to inspire the creative and competitor in you:

  • Longo Toyota offers free Wifi AND provides iPads for customers to use while they wait. They also have a Subway and a Starbucks on their property, so customers can choose between a latte or sandwich. Being able to grab lunch while getting an oil change is a multitasker’s dream!
  • DCH Honda of Temecula offers complimentary manicures every Wednesday and Thursday for the busy people who want to get dazzled up while getting their tire fixed. They also provide a kid’s lounge to keep the little ones occupied so working parents can be productive while they wait.
  • Island Lincoln provides a full gym area with weights and cardio equipment for the health-conscious multitaskers who need to have their vehicles serviced but don’t want it to interrupt their typical workout routine.

These amenities can incentivize shoppers who never feel like they have enough time to get errands done during lunch hour…like actually eating lunch!

Looking for more digital marketing tips for your Service and Parts department? Check out our FREE eBook: The Repair Order for Your Dealership’s Fixed Ops Strategy.

If any of these ideas inspire you to offer dealership promotions and unique amenities, don’t forget to talk about them. Put it on your website, make sure your chat team mentions it, share pics and videos on social media, etc. It’s perfectly okay to toot your own horn from time to time!

 

Editor’s Note: This post was originally published in January 2015 and has been completely revamped and updated for accuracy and comprehensiveness.

 

 

Live chat data for dealership marketing

Is Your Dealership Taking Advantage of Live Chat Data?

In a previous blog post, I discussed the importance of using live chat conversations to build rapport with your online shoppers, and how it can help improve your dealership’s follow-up processes. But what about the live chat data acquired beyond the conversation — such as consumer clickpath and the browser they’re on?

This live chat data, also known as behavioral intelligence, can be very beneficial to your dealership. But before we get into how it helps your business, let’s talk a bit about what behavioral live chat data is and why it matters to you.

What is behavioral intelligence?

In a nutshell, behavioral intelligence is data that reveals the buying behavior of online shoppers on your website. Some live chat providers can track a significant amount of consumer information both inside and outside of a chat conversation. But only an excellent live chat provider will analyze this information and use it to assist you and your customers better.

For example, some live chat data your team can gather and analyze using ActivEngage’s web-based console includes:

  • Number of visits to the website
  • Number of pages seen
  • Geo-location
  • Last page they visited
  • Click path through the site
  • Browser they are using
  • Device shopper is using (Desktop computer? Mobile phone?)
  • Referral information – i.e., through which search engine did they find your website? Did they come from a third-party listing site?

Note: The amount and types of live chat data available can vary depending on the provider you choose. Remember to ask what information is available before you sign up for a live chat solution.

Why is live chat data important to my dealership?

Consumer behavior is continuously evolving. Having access to behavioral data on your site will help you keep a pulse on what your car buyers want. By collecting and analyzing visitor data, you’ll be able to predict and follow consumer trends on your website such as:

  • What the most visited VDP pages are
  • The percentage of online shoppers returning to your site
  • Whether more shoppers are chatting via mobile or desktop

From there, you can use the data you’ve analyzed to test and improve engagement techniques with online shoppers, and ultimately increase conversion on your dealership’s website.

How can I leverage it to improve my marketing?

1. Tailored Ad Campaigns

Digital advertising in today’s market is a science, and successful dealers use tangible research to invest in ads. Live chat data can help. ActivEngage customers, for example, have access to valuable information, such as what the top requested models are in chat conversations. You can use this kind of visitor data to advertise a popular vehicle or service. Then, further tailor your ad messaging by region based on location data.

Ads can be expensive, and having data to back up your advertising strategy is essential to your dealership’s marketing success. Leverage the behavioral data you get from live chat to optimize your advertising dollars.

2. Targeted Specials on Your Website

At least 64% of today’s shoppers prefer to receive offers relevant to their specific interests. Using behaviorally-driven messages that highlight your online specials is a great way to use visitor data to personalize your shoppers’ browsing experience.

Here’s a scenario: Let’s say Sally is an online shopper who is on your website for the second time, has seen 6 VDP pages of new VW vehicles so far, and has been looking at a white 2014 Jetta for about 3 minutes now. Three vital pieces of information we can infer about Sally are that she:

  • Is engaged on your website
  • Wants a new Volkswagen
  • Is interested in a white 2014 Jetta

If you’re currently offering a cash bonus, low lease with zero down, or any other special on this vehicle, LET SALLY KNOW.

Having a tailored special offer pop up on your website based on your shopper’s clickpath, time spent on a particular page, or the vehicle they’re looking at can help guide your shoppers further down the purchasing funnel. By customizing your online shopper’s browsing experience, you’ll enhance the effectiveness of your website and improve the consumer experience.

Speaking of behavioral targeting, CDK Global recently joined forces with ActivEngage to launch Concierge Chat for CDK Next Gen websites. Concierge Chat leverages behavioral technology, audience intent data, and much more!

3. Personalized Chat Conversations

Once a shopper clicks to chat, if the software is robust, your team can use behavioral data to personalize the conversation further. ActivEngage’s chat console, for example, has Co-Browse — an exclusive feature that allows chat representatives to share the screen with web shoppers in tandem. So if Sally navigates to a 2014 Passat VDP page during the chat conversation, the rep can ask:

“Sally, were you interested in learning about another vehicle in our inventory?” or “Have you considered the new Passat, Sally? It looks great in white as well!”

Upselling becomes easier and conversations more useful when your team can leverage live chat data. By using behavioral intelligence to establish rapport with online shoppers, you can then build a better follow-up process and start building relationships with your prospects.

Your Chat Provider Needs to Step Up

Most of the data you gather from live chat can be very beneficial to your business. But in order to reap the full benefits of behavioral intelligence data, your chat provider needs to work with you to get the most out of the consumer information available.

Does your live chat provider send you useful live chat data to help you improve your dealership processes? Are they using visitor data to improve the quality of their chat conversations and the consumer experience on your dealership’s website? Can they offer you tips and advice on how to get the most out of their service?

Remember, your live chat investment is only profitable if your provider works WITH you to improve your bottom line.

Editor’s Note: This post was originally published in January 2015 and has been completely revamped and updated for accuracy and comprehensiveness.