At the height of the holiday shopping season, retailers across all industries are looking for new ways to connect with shoppers and boost sales. In automotive, the same is true, with model-year close outs and dealership promotions driving the final sales push of 2014. But while the holiday rush is the same as it’s always been, the way consumers interact with brick and mortar businesses has changed dramatically in recent years.
According to a new report from the Consumer Electronics Association, 58% of mobile shoppers say they prefer to look up information on their smartphone rather than talk to a store employee. This means that the product, store and sales information that was once communicated only by floor staff is now in the hands of every smartphone-carrying consumer, regardless of whether or not they choose to interact directly with a sales representative.
By acknowledging this trend and implementing mobile-friendly processes at your dealership, such as optimizing your dealership’s website for smartphones and tablets, maintaining a strong presence on mobile-heavy third-party platforms and encouraging customers use their mobile devices to enhance their car buying experience, you can build trust and show consumers that you’re the dealership to choose no matter how they prefer to shop for a vehicle.
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