Today’s consumer world looks very different than it did a short time ago. Customers expect a great deal from their investment in a brand. With the implementation of more advanced technology and the elimination of localized consumerism, customers are now seeking a higher level of service and quality. Make no mistake, modern customers are positioned firmly in the driver’s seat.
The evolution of consumer behavior
Consider some of the world’s most recognizable and successful brands:
With so many brands to choose from, what makes these giants pull ahead of the competition? These companies don’t offer never-before-seen products of services. It’s not what they’re selling, but how they’re selling it. Why are consumers flocking to these businesses? One simple word—convenience.
Amazon offers access to everything from personal hygiene to car parts to entertainment, but the real reason they succeed involves free shipping within two days. The true secret to their unrivaled success in the unparalleled level of convenience they offer. And convenience isn’t free, but customers would rather pay a premium to have it, rather than pay less to be subjected to additional hassle.
Consumer behavior and the automotive industry
Where does the automotive industry fit in with evolving customer expectations? Routine maintenance and service visits are a necessary part of vehicle ownership. In fact, many Americans rely on a trusted mechanic to service their vehicle, rather than undertaking the maintenance themselves.
72% of Americans say they rely on a technician they trust to maintain and give advice about their car.
With such a high demand for maintenance, why are dealerships not seeing higher revenue from service visits? The argument might be made that you pay a premium for service visits at a dealership. But as Amazon, Instacart and other brands illustrate, consumers are perfectly at ease paying a markup for a product or service as long as they’re also receiving a convenient experience.
Approximately 50% of all service visits occur within 10 miles of the owner’s home.
How to capitalize on consumer behavior in the automotive industry
Most dealership believe they’re already offering a convenience experience and traditionally rely on discount offers and overpriced advertising to draw in vehicle owners for service or sales. This requires a large investment from the dealer and a great deal of effort on the consumer’s part, who is forced to seek out the “hidden deals” and reserve a day or more for dealership browsing and test drives.
Offering a convenience experience results in the following gains for dealerships:
The question then becomes: how do dealerships bring the store to the customer to offer a convenient experience? Undertaking the logistics needed to put this kind of service in place seems intimidating—but it doesn’t have to be. As other brands have protein, anything is possible with the right technology!
AutoPoint is an all-inclusive software platform that provides you with the tools to transform your dealership into a convenient experience for vehicle service and sales. You can target customers, streamline communications and service reminders, implement valet services to pick up and deliver vehicles for appointments and reinforce your brand at every step along the journey.
- Driver scheduling
- Consumer notifications and reminders
- Vehicle photos
- Driver tracking
With the right software and an innovative approach, your dealership can capitalize on changing consumer behaviors and pull miles ahead of the competition.
Learn more at autopoint.com.
Download the complete Solera|AutoPoint Customer Expectations white paper here.