Digitization is gaining momentum and spreading across borders and continents. With shoppers spending countless hours on the internet gathering as much information as possible, there’s no denying the fact that they’re much more aware than ever before. To cope with growing customer awareness, marketers must modify their strategies and change the way they position and display their products. They need to bring every facet of their inventory above the fold. They need to know what drives sales. A simple set of changes today could have a big impact on your sales months from now.
Slow selling of inventory is a pain for every car dealer and something everyone has encountered at least once. Keeping inventory moving is absolutely essential. And how do you do that? You bring the products to the customers and not the other way around. For every vehicle at your dealership, there are thousands of buyers and it’s up to you to go out and find them. If that’s not you, at least hyper-targeted ads can. Take an omnichannel marketing approach and distribute internal listings on high-traffic websites like Facebook. Also, specifically target buyers who live near your dealership. These personalized ads drive extremely relevant traffic to your VDPs. With various solutions available these days, you can create dynamic ads based on the particular Google searches of the intended buyer. Since ads aren’t pre-designed and aren’t based on the information shoppers are looking for, they tend to be more relevant and increase click-through rates.
When people land on your car show pages, make sure they don’t leave empty-handed. Simply put, VDPs should be attractive enough because buyers tend to have very limited attention spans. They wouldn’t hang around your website if they can’t find what they came looking for. Some important points to consider:
Do not use stock photos
Make sure your inventory is priced. Inquiries increase by up to 381% when inventories are listed with prices. Modern inventory pricing tools can be very helpful in determining the right price.
Use consistent, high-resolution photos.
Videos are all the rage – Buyers seeing their next vehicle in motion is extremely powerful.
The ability to take a virtual tour in and around the vehicle increases dealer visits by 49%.
The leads you get from VDPs should convert into phone calls and emails. And then comes the most crucial part, which is the visit to the dealership. Now, this process involves humans more than technology. Your sales are only as good as your hired employees. Your staff must be productive, technical, detail-oriented and dependent. It is preferable that you hire the right people instead of spending time preparing them. Put yourself in the buyer’s shoes and work hard to make that experience as unique and special as possible.