It’s that time of year again: lights line the houses, the air is brisk, and luxury manufacturers are trying to make sure their vehicles are the best gift wrapped in a bow. The shopping season has already begun. November saw year over year sales growth for Audi, Cadillac, Infiniti, Lincoln and Mercedes. While manufacturers and dealers are looking to make that final push to beat last year’s record breaking sales, luxury shoppers are online researching. Here are three things dealers should be doing to be at the top of their shopping list:

1. Highlight the experience

High quality build and design aren’t the only reason affluent shoppers buy luxury cars. Sixty-four percent of shoppers with a household income over $150,000 said the in-store experience was part of their motivation for purchasing luxury brands. When competing against other luxury dealers in market, dealership benefits can be a major differentiator. Use your website to highlight why customers should buy from your store. From putting greens and massages to technology training centers, dealerships are elevating the luxury experience. Your staff also plays a big role: Eighty-seven percent of all shoppers said in-store associates influenced their purchase decision. Make it clear why your sales and support team have the knowledge, experience and personal touch to provide a superior purchasing process. Highlighting the investments you’ve made for your customers will make shoppers want to invest in you.

2. Customization

The ability to customize and personalize is another appeal of purchasing luxury according to half of affluent shoppers. It makes an already exclusive product even more unique to the buyer. Tools like “Build my Vehicle” should be prominent on your website and easily tied to the customer’s identity when they come in your store. Promote the different package options available. Accessories are also important to customization and should be especially prominent during the gift-giving season.

3. Convenience

One of the simplest things you can do to attract customers is provide convenience in both your digital and dealership experience. Your hours and directions should be easy to find on your website, particularly on mobile. Some of the top Google searches by luxury shoppers included “what time do car dealerships close” and “where is the nearest dealership.” “Why aren’t dealerships open on Sundays” was also a top search, proving the importance of providing convenient shopping windows for customers. If the customer can’t come to you on your schedule, bring the car to them. Vehicle delivery is a convenient feature that can be especially helpful in pulling off that big gift-giving surprise.

Whether luxury customers are looking to give an unforgettable present or simply take advantage of the great year-end deals, you want to make sure they’re looking to you to buy. Highlighting the experience, customization and convenience will help attract these shoppers, making it the most wonderful time of the year for you and your customers.