One advantage dealerships have over other retailers is that most dealerships already have a presence within the community. However, the advantage of putting your departments online, especially the parts department, means your reach can go even further than your local community. When you are this limited, it is hard for your dealership, and your parts department, to grow.
Here are some ways you can grow your dealership to reach more customers through digital retailing.
Make a plan to take your departments online - Today’s customers are shopping online. If none of your departments are online yet, start with your parts department. This department is a large portion of your dealership’s revenue, and selling parts online is a great way to quickly and easily increase sales and profits.
With an eCommerce solution like RevolutionParts, you can easily sell across multiple channels from a single dashboard. You don’t have to worry about manually adding your entire catalog to Amazon and eBay, nor do you have to worry about keeping it updated. All you have to do is sit back and let the parts be sold.
Be sure you have an engaging, easy-to-use website - Your website is often your customer’s first impression of your dealership. If the user experience is poor, you can bet that customer will go somewhere else to do their shopping.
A successful dealership website should:
- Be easy-to-navigate
- Be mobile-friendly
- Use high-resolution images
- Load quickly (Ideally no more than 2-5 seconds)
If your customer is completing a purchase online, you should provide an easy and speedy checkout process with convenient shipping or pickup options.
Understand your online customers - You may think you know your customers, but are you sure? When they ‘go digital’, one mistake dealers make is thinking the customers who come into their store are the same ones they are selling to online.
If you want to sell more parts online, be sure you understand who your customer is, how they are shopping and how you can better speak to them.
To get to know your online customers better, download this eCommerce Shoppers Report from RevolutionParts. This data was collected from over 100 million online parts shoppers in the span of a year.
Create a digital marketing strategy for your dealership - Once you get your departments online, you need to make sure people know about your ‘digital dealership.’ This is where digital marketing comes into play.
Dealers that invest in digital marketing see more sales and revenue than dealers who don’t. For example, dealers that partner with RevolutionParts see an $8 return on every ad dollar spent.
Search Engine Optimization (SEO). Implementing a good SEO strategy can make your dealership more visible to online shoppers looking for auto parts by ranking higher in search results. Higher rankings can lead to an average of a 52% rise in revenue and an 86% rise in transactions.
Email Marketing. With personalize email campaigns and abandoned cart emails, you can build a better relationship with your customers. This can then help turn parts shoppers into parts buyers and turn new visitors into repeat customers.
Pay-Per-Click. Optimizing Google Ads that target parts shoppers and setting up retargeting campaigns can produce a 9X return on your ad spend. This means, on average, for every dollar dealers spend on advertising with RevolutionParts, they see a $9 return.
Putting your departments online will help you remain competitive and modern. However, if you are going to do so, be sure you have an easy-to-navigate website that is clean and builds with your customer’s habits in mind. Once you have your website up, be sure you are taking advantage of digital marketing to make your business more visible to customers, no matter where they are located.