With the economy significantly impacted by COVID-19, online and mobile shopping has dramatically increased, with the result that dealerships are becoming more innovative with regard to their online and mobile car shopping experience. A recent study from PYMNT found that consumers are 30.6 percent more likely to make online purchases in 2020 than they were in 2019 and that consumer usage of mobile devices for shopping has also increased from 49.6 percent to 72.1 percent in the last year.
According to the study, the increase in consumers’ online and mobile usage is due to their increasing preference for digital over in-store commerce, among other factors.
So, how can dealerships adjust to COVID-19 and online and mobile shopping trends?
A mobile-friendly website can improve your customers’ online car shopping experience.
Car shoppers who visit your website via a mobile device (i.e. smartphones and tablets) should be able to navigate your site menu and content without zooming in and out. Installing a mobile-responsive theme ensures that your website will be able to fit to mobile screens so shoppers can peruse your site and find the information they need with ease. Enabling the “click to call” option for phone numbers listed on your website is one mobile-friendly feature that allows customers to easily call from their mobile devices.
Extending support hours or enabling a text messaging service that car shoppers can use to contact your dealership is another mobile-friendly service you can offer as a courtesy to your customers. Additionally, having any paperwork or vehicle information in a digital format that is easy to send via email or text is another digital-friendly feature dealers may be able to incorporate.
Focus on building a strong web presence.
Creating helpful digital content on your website such as blogs, videos, customer testimonials, etc., that car shoppers can access from any device (i.e. desktop, phone, tablet) can help establish your dealership as a trusted resource. Content that educates car shoppers on car buying or leasing and auto financing can drive more traffic to your website and, ultimately, your showroom.
There are many people experiencing financial hardship due to the current state of the economy. Offering subprime financing can help you generate more business and position your dealership as a reliable source for car buyers with bad credit or no credit.
If your dealership is interested in offering subprime financing, fill out the form on our Become a Dealer page to learn more about the benefits of joining our program.
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