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Topic: customer journey

How to identify which customers are ready to buy again

Posted by Ashley Karr on February 21, 2019

Why existing customers are a good bet

Repeat business is a sign that you’re getting things right, regardless of whether you’re selling cars or chocolate, but spotting the opportunity for a next-time vehicle sale is harder than it used to be. Physical interaction with dealerships is falling, and the dealership visit is typically the last leg of the buying process for most customers, who aren’t likely to come sniffing until they’ve done plenty of homework.

That applies to all customers, but those with whom you’ve already done business represent excellent opportunities to boost sales. You already know each other and you have past experience of their preferences and buying habits, which you’re well placed to exploit. For example, a customer’s existing finance contract presents a window into the timeline for their next purchase. There’s no sense in hassling them when they’re not in the market for a new vehicle, though, so it’s important to understand and identify when they are.

It is, however, quite possible to do so, courtesy of some joined up data – and the good news is that it can be done with most stock dealer management systems.

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Topics: customer journey, shopping process

Tracking the customer’s buying journey

Posted by Ashley Karr on February 7, 2019

Know your customers’ digital route

In today’s digital age, there is almost no end to the amount of information customers can find online during their shopping process. Yet, the majority of buyers still visit showrooms to test drive vehicles and make a purchase.

To be able to reach these shoppers early on and steer them to your showroom though, you must first understand their digital journey—and analytics help make this possible. Whether a customer visits a manufacturer website, social media profile, third-party shopping site, or something else, analytics allow you to keep tabs on their digital footprint. When you tap into that information, you’ll be able to understand exactly how customers have made their way to your dealership’s website—and from where—so you can begin to tailor your messages accordingly and drive more traffic to your forecourt.

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Topics: analytics, customer journey, shopping process