Online shopping has well and truly moved on from putting a few products online with a shopping cart set-up and hoping for the best.
Consumers expect a high level of personalisation and tailored service these days – and if you don’t give it to them, they’ll take their credit card and go – often never to return.
CDC Global, which has local offices in both Australia and New Zealand, has extensive background in giving customers an engaging experience, and says it has the knowledge to apply this to car buyers. Finding an edge over the competition is an increasingly difficult task, but a tailored approach can make a massive difference says CDK Global’s vice president of product management, Max Steckler.
“Personalisation pays for car dealers, and it’s something that consumers have come to expect,” says Stickler, who points out that nearly 75% of customers prefer to shop on sites that make their experience more relevant.
This information led CDK to update its Consumer Interest Network to send out content, offers and information completely relevant to important aspects of a customers profile – especially location.
“According to our research, consumers who experience personalisation engage with 53% more VINs and perform 58% more vehicle searches on dealer sites. Additionally, we’ve found that there is a 28% increase in likely buyers for dealers who have implemented our personalisation solutions,” Steckler notes.
CDK is connected to a broad set of research points through its Consumer Interest Network, which allows for personalisation to occur. This includes dealer and select manufacturer websites, automotive research portals and other third party websites, including Edmunds.com.
By recently inking a relationship with Contact at Once, CDK will enable dealers to see what vehicles customers are shopping for on their website in real time. The integration will also allow for the sharing of customer interest data to enable dealers to personalise live online chat interactions with their customer.
“One of our latest innovations in personalisation and a first for the industry connects customer actions in the dealership to their digital experience,” adds Steckler.
“Customers who recently purchased a vehicle don’t want to see advertising for a new car, so we can instead show them content about servicing the vehicle or purchasing accessories. We’re able to follow the customer’s journey from online to in-store by connecting DMS and digital data – with the goal of keeping the dealer at the center of the experience.”
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