Omnichannel Marketing for Dealerships

In the three years since the pandemic, businesses have learned to adapt to deliver positive customer experiences. Dealerships are no exception, having faced struggles related to closed showrooms and limited in-person interactions.

When the lockdown occurred, dealerships got creative about ways to market and sell vehicles and F&I products. While methods such as online purchasing were created out of necessity, consumers now expect that these approaches will be available because of their convenience.

Dealerships must learn to use omnichannel marketing to increase vehicle sales, generate F&I revenue, and grow customer loyalty and retention.

What is Omnichannel Marketing?

Omnichannel marketing is a strategy that integrates multiple types of marketing channels. This includes direct mail, email marketing, social media, or any other channel.

Before buying a vehicle, 92% of consumers research that vehicle online. It is essential for dealerships to pair their traditional marketing methods and digital marketing methods to create omnichannel marketing.

Key aspects of omnichannel marketing include:

Consistency: Ensuring that messaging, branding, and customer experience are uniform across all channels.
Integration: All channels work together, allowing customers to transition smoothly between them (e.g., starting a purchase on a mobile app and completing it in-store).
Customer-Centric: The strategy focuses on the customer’s journey, preferences, and behaviors, providing personalized experiences.
Data-Driven: Uses data from various channels to understand customer behavior and optimize the overall experience.

Omnichannel marketing is different from multichannel marketing, where businesses use multiple channels that may not work together.

How Dealerships Can Use Omnichannel Marketing

Dealerships can effectively use omnichannel marketing to enhance customer engagement, drive sales, and enhance post-purchase engagement by using a variety of methods.

Integrated Online and Offline Presence

Website and Mobile App: Develop a user-friendly website where customers can browse inventory, schedule test drives, and even start the purchase process.
In-Store Experience: Ensure the in-store experience is connected to the online journey. For example, if a customer schedules a test drive online, dealership staff should be prepared and know the customer’s preferences when they arrive.
Personalized Communication

Email and SMS Marketing: Use customer data from online interactions to send personalized offers, reminders, and updates. For instance, if a customer shows interest in a particular model online, follow up with custom emails or messages about that model, including offers or promotions.

Chatbots and Live Chat: Implement chatbots on the website to assist customers 24/7 and provide the option for live chat during business hours. These tools can help answer questions in real-time, guiding customers through the sales funnel.
Social Media Engagement

Targeted Ads: Use social media platforms to run targeted ads based on user behavior, such as recent visits to the dealership’s website or interest in specific F&I products.
Content Sharing: Share valuable content, such as car reviews, maintenance tips, and special offers, across social media channels to keep potential customers engaged and informed.
Virtual and Augmented Reality

Virtual Showrooms: Offer virtual tours of the dealership or 360-degree views of vehicles, allowing customers to explore cars from the comfort of their homes.
Augmented Reality (AR) Features: Implement AR features in your app or website, enabling customers to visualize how a car would look in their driveway or configure different options like colors and accessories.
Streamlined Purchase Process

Online Financing and Trade-In Options: Provide tools for customers to get pre-approved for financing, calculate payments, and evaluate trade-ins online. This makes the purchase process smoother and more efficient.
Home Delivery or Pickup: Offer options for customers to complete the purchase online and have the car delivered to their home or available for pickup at the dealership, integrating convenience into the buying process.
Post-Purchase Engagement

Service Reminders and Appointments: Use the data from the purchase to send timely service reminders and allow customers to schedule maintenance appointments through multiple channels.
F&I Product Marketing: Marketing GAP and Vehicle Service Contracts from your dealership via direct mail, email, and digital marketing will offer your customers vehicle protection. This will also keep them in your service drive while driving customer retention.

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