The changing customer journey and how to get ahead of buyers’ enquiries

PARTNER FEATURE: For many motorists, the timing of vehicle purchases has long been guided by the cyclical nature of finance agreements. However, post-pandemic many dealers are reporting a shift towards ‘customer renewal’ rather than ‘vehicle renewal’, where a change in personal circumstances is the primary trigger.

A survey conducted by Facebook found that an overwhelming majority (89%) of consumers aged between 18 and 34 said the main reason for purchasing a vehicle was due to a change in circumstances, such as starting a family or a job change or promotion. This is obviously almost impossible for any retailer to plan for.

Jeremy Evans, managing director at Marketing Delivery, adds; “Retailers have a much smaller window of opportunity to engage with a potential customer when they are ready to buy. Our recent research found a reduced time between enquiry and purchase from 16 days pre-pandemic to just six today.”

So how can retailers take steps to get ahead of the enquiry, interacting with existing and potential customers in a productive way before they are actually ready to change?

Stay ahead with hyper-personalised automated messaging

Put simply, dealers need to adapt their communications to convert leads faster and more efficiently, while also updating their contact cycles to stay alert to customer circumstances, rather than relying solely on finance end dates or purchase anniversaries.

Highly targeted, personalised emails can take the strain off sales staff by re-engaging customers much earlier than the old model would allow. Simple and relevant emails, to which the customer can easily reply, add a layer of trust into the dealer-customer dialogue and build a strong relationship, crucial to customer retention.

Marketing Delivery’s integrated software can use specific email campaigns, SMS messages and social media advertising to reach out to prospects and existing customers and alert the dealer to any action taken.

This approach allows retailers to begin the renewal conversation earlier, which has benefits for both dealers and customers alike. The dealer can better manage sparse stock, and customers feel nurtured and informed about what is available and is still well suited to their need and preferences.

Next steps

It’s not just about selling cars. Hyper-targeted, automated digital communications can do the heavy lifting for a sales team and open the door to additional income possibilities, allowing them to focus on managing prospects further down the purchase funnel.

• Follow-up with new customers in the days after purchase to increase accessory and merchandise sales
• Regular, relevant communications increase customer retention
• Contact existing owners earlier in the purchase cycle regarding part-exchanges
• Don’t wait for scheduled maintenance dates to pass. Keep the workshop running efficiently by proactively contacting relevant customers ahead of time
• Get to know customers on a personal level, as a change in circumstances dictates 89% of purchases

By Gee Kettle, Marketing Delivery head of marketing