Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
Jason Unrau

Jason Unrau Freelance Contributor

Exclusive Blog Posts

WEBINAR RECORDING - How Dealers Get Frontline Ready in Under Five Days

WEBINAR RECORDING - How Dealers Get Frontline Ready in Under Five Days

  Used car reconditioning is a beast if it’s not managed correctly. Too often dealers (both variable and fixed) take a back seat to recon…

Rock’s Rants: You Need Dispatch

Rock’s Rants: You Need Dispatch

Whenever I visit dealerships, I often see technicians standing around at the parts counter or waiting to talk with service advisors. This is a waste of you…

Automation, Speed, and Your Dealership Marketing

Automation, Speed, and Your Dealership Marketing

I recently sat down and chatted with AutoLeadStar CEO Aharon Horwitz and discussed how technology is improving the speed in which dealers can make…

4 Sales Lessons from Real Car Shoppers

4 Sales Lessons from Real Car Shoppers

I’ve worked with auto dealerships across the country and 99% of the time, when I ask what their primary goal is, the answer is increasing car sales. …

WEBINAR RECORDING - How To Generate More Qualified Leads in Q4

WEBINAR RECORDING - How To Generate More Qualified Leads in Q4

  Car shoppers have a lot of questions and dealerships need to be available to answer them quickly, concisely and at scale to maximize sales. 8…

Create Consistency Across Channels

As a consumer, I expect my experience to be consistent with the research I’ve done online. To me, it doesn’t matter if it’s finding an item I want in stock or having the prices match between online and on the shelf. And I’ll bet you share the frustration with me in how often consistency just isn’t there.

Two quick examples to show what I mean.

Very recently, I participated in soliciting quotes for a venue to put on a fundraising dinner. One company offered a menu online for exactly what I was researching – four-course prime rib dinner for $30.95. Upon calling to clarify availability and a few other details, the events manager emailed me the menu with additional information…but the menu was different than I’d seen online. The same dinner was $32.55. While not a huge price jump, it affected how I thought I could expect other aspects to go.

And more applicable yet to the automotive industry was a recent service visit I made for my wife’s vehicle. After a frustrating online booking process, I checked in at the dealership for my appointment. As the service advisor confirmed my requests, it was nothing like I booked online. The ‘Service B’ package for $89.95 was completely gone, replaced by an oil change and tire rotation. Plus, a note had been added that I was interested in purchasing winter tires. Not so! All I needed were TPM sensors programmed, and I specified exactly that in the appointment notes!

Consistency Isn’t Just Convenient, It’s Crucial

What might seem like minor inconveniences that didn’t have a huge effect on the outcome really are a big deal. Here’s why:

  • According to a Demand Metric report in 2016, revenue increases by 23 percent when a customer sees consistency across all channels.
  • In the same report, “less than 10 percent of this study’s participants hit this level of consistency.”

It isn’t just consistency in pricing that matters either. A consistent brand image is important from the logo you put on your website and direct mail to the colors you choose for your email blasts and the in-store finishing details.

For service departments and marketing professionals, the language and presentation for your service menu needs to look the same online as it is in the service drive. Taking my example from earlier (it’s the God’s-honest truth, by the way), your ‘Service B’ package online should be a ‘Service B’ package in the store. Your BDC shouldn’t need to translate it into the actual RO line items you offer – you have the tools to build out the RO lines as you see fit.

You’ll Make More Money

The immediate benefit from omni-channel consistency? It’s financially rewarding. Imagine tacking on an extra 23 percent to every RO, and all it takes is aligning your online experience, your in-store experience, and the campaigns you send your customers. For many stores, an extra 23 percent could be the bridge to achieve 100% service absorption. Take a moment to check if that’s how much it would affect your store.

You Won’t Tick Off Customers

More importantly, consistency is another tool for customer retention. If someone can trust that the information they see online will match the service, pricing, or product provided in store, they’ll become increasingly loyal.


Carl Maeda

Great post!  That 23% is close to what we've found in terms of increases in conversion rates.  We've seen an increase of 22% in conversion rate when the campaign message matches the landing page on the website.  

Its' all about having a seamless customer journey with consistent messaging, you can even piggy back off of the Tier 1 and 2 marketing messaging.  

Jason Unrau

Carl, thank you for the comment! 

What you say is true. Conversion rates will be much higher when the dealership's omni-channel presence is consistent. It's less confusing to the consumer and begins the process of building trust. 

 Unlock all of the community & features  Join Now