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DEALER TRENDS

Forget Zombies, Here’s How to Survive

the ‘Retailpocalypse’

By Aaron Krane, CEO of Drive Motors
The automotive industry is undergoing next. Price consistently and competitively, Use your marketing and e-commerce
a dramatic transformation. So dramatic, whether the shopper gets in touch online, tools in tandem, and you’ll multiply your
in fact, that even longtime automotive by phone or in-person. Make the process results. Choose the right gear, and paving
executives like Bob Lutz think dealerships easier and show customers you offer price the road to success will feel less like the end
are ultimately doomed. And auto retail transparency. You’ll earn more customers of the world and more like an invigorating
isn’t alone. Retail as a whole is in the midst today and more loyalty tomorrow. adventure.
of a crisis, with brands like Toys ‘R’ Us,
American Apparel, and Claire’s declaring Shopping patterns will continue to change 3. MASTER YOUR TOOLS
bankruptcy, and others like Sam’s Club, as new companies, technologies, and even You’ve got the right equipment. Now it’s
Macy’s, CVS and J.C. Penney shuttering other industries shape consumer habits and time for your team to master these tools.
hundreds of stores across the nation. expectations. Plan your survival strategy E-commerce isn’t just for online shoppers
and prepare for changes in the market. who know exactly what they want. It can
What does it take to survive the retail also bring shoppers closer to the sale.
apocalypse, or the “Retailpocalypse”? The “Retailpocalypse” has
Fortunately, car dealers have a little time yet to truly reach automotive Your BDC team is on the front lines
to gear up. Car ownership is still king and engaging potential customers and can be
most customers still want to try before they retailing. Car dealers that seize the key to winning the deal. Train your BDC
buy. Start your “doomsday” prepping now this opportunity to prepare team to show customers how convenient it
with these three survival basics and pave for the challenging road ahead is to buy online, and your BDC staff can
your road to future success. convert internet and phone leads directly
will be the ones that survive. into orders.
1. PLAN AND PREPARE
The winds are changing. Today’s car 2. GEAR UP If shoppers aren’t quite ready to buy in the
shoppers spend over 13 hours researching What equipment would you take with showroom, give your “be backs” a unique
vehicles online. Most know exactly which you in an apocalypse? The right gear can URL that lets them “couch” their deal in the
vehicle and price they want before even mean the difference between surviving… comfort of their own home. They’ll be more
setting foot in a showroom. Millennials, in or not. Use the right tools together, and likely to add upgrades and accessories since
particular, are used to testing in-store, then you multiply your chances for success. For they can review them at their own pace.
buying online. Some 75% visit the store to example, dealers that combine e-commerce
see a product, then go home and purchase with other selling tools and strategies With the right tools and training, your
it online. They expect the experience to increase profit per vehicle by $700 or more, team will become an unstoppable force,
be consistent both online and offline, driving significantly better results than increasing sales and profits no matter what
and they’re bringing these habits and dealers that treat e-commerce as a stand- the market throws your way.
expectations with them as they shop for alone tool.
cars. Seize Your Opportunity
Today, 83% of customers want to do more of The “Retailpocalypse” has yet to truly
What does this mean for car dealers? the process online, making e-commerce an reach automotive retailing. Car dealers that
Your website may be your only chance to essential tool for future success. Disruptive seize this opportunity to prepare for the
make a good impression and get a customer startups like Beepi may have failed, but challenging road ahead will be the ones that
into the showroom. The more buttons, car dealers, with their industry expertise, survive. To learn more about getting the
lead forms, chat pop-ups, and other “calls are uniquely positioned to unlock the full right online retailing tools, and the training
to distraction” you add, the more likely potential of e-commerce in auto retail. to help you make the most of those tools,
shoppers are to leave without taking any contact info@drivemotors.com or request a
action at all. Use all your communication channels to demo at drivemotors.com. n
build awareness and educate customers
Prepare for e-commerce in auto retail. Give about e-commerce, including your website,
shoppers a clear path to online conversion email marketing, social media, online
so they know exactly which step to take advertising, TV, radio and print ads.

10 | GIADA Independent Auto Dealer JUNE 2018