The Auto Channel
The Largest Independent Automotive Research Resource
The Largest Independent Automotive Research Resource
Official Website of the New Car Buyer

Best Practices for Selling More Cars with a Digital Showroom

PHOTO (select to view enlarged photo)

If there’s something positive that came out of the COVID-19 pandemic, it's accelerated digital revolution. The pandemic forced retailers to adopt a new way of doing things, especially how they market and sell products. And even after it’s over, digital marketing will still remain the best solution for selling to modern consumers.

Most car retailers have created digital showrooms to keep business running. The showrooms allow them to schedule virtual appointments and to share their entire inventory. If you want to increase brand awareness and sell more cars, embrace these best practices for virtual selling.

1. Have a Digital Mindset

Changing the way your dealership operates can be tough. But if you’re focused on growth, adopting new practices to develop with the industry and increase sales is key. When you have a digital mindset, you can bring about sustainable change with technology.

For example, you can keep tweaking your virtual showroom based on changing customer needs and new technologies. How your digital showroom looks affects buyer behavior; it determines whether or not potential buyers make a purchase.

2. Set Key Performance Indicators (KPIs)

If you’re just beginning the digital transformation journey, you may not set goals, and that’s a bad idea. From the get-go, know what you want to achieve and specify your goals using key performance indicators.

Some goals you can set include:

    ● Building a digital marketing strategy around business goals
    ● Reducing physical showrooms
    ● Decreasing the carbon footprint of your business
    ● Shortening the sales cycle
    ● Offering value to customers

3. Provide an Interactive Experience

The best digital showrooms are those that provide an immersive, interactive experience. Give potential buyers a personalized experience. Use the digital platform to share product videos, 3D product images, and virtual products--like guides on car care.

The richer the content, the easier it is to capture buyers’ attention. Use clear images, captivating videos, and compelling language. The more time a prospective buyer spends on the platform, the easier it is for you to turn them into a customer. Focus on the buyer--what motivates them to buy, what captivates them, and what they like. Offering value is the key to customer retention.

Integrate live chat or a chatbot into the digital showroom to ensure you’re always available. That way, potential car buyers can have their questions answered as they view your cars.

4. Simplify Choices for Buyers

While a virtual showroom can help you expand to new markets, not all regions are the same. Cars that do well in one area may not sell in another. Consider regional differences and localize product assortments.

You can categorize products according to different themes to enable buyers to navigate quickly. Make the shopping process easier for them by adding engaging sections. For example, you can create a section for bestselling products, seasonal products, and your personal favorites.

A virtual showroom can improve the customer experience and help you stay in business. But you must offer customers and prospects an unforgettable experience or you’ll get outsmarted by the competition. Give buyers the information they want and watch your brand succeed.