Today’s shoppers expect a personalized experience. They respond to websites that address their individual interests, and are repelled by those that do not. In fact, 74% of customers express frustration at being shown website content not specifically relevant to their needs, demonstrating the new standard of personalization that has taken hold across industries.
With 88% of customers starting their car shopping journey online, and 40% visiting only one dealership before purchasing, creating a personalized shopping experience is essential for dealership websites to reach customers and grow their sales.
What is personalization?
In the showroom, personalization is intuitive and natural. When a customer walks in, you ask them what they are looking for and guide them accordingly. When a return customer calls, you greet them by name and follow up on the previous conversation. When a customer is frustrated, you can address it on the spot.
Without face-to-face interaction, personalization is dramatically more dif cult. How can a dealership understand customers’ interests and answer their questions before speaking to them?
And yet, personalization is possible on dealership websites. Content, messages, and offers can be targeted to specifc website visitors based on factors such as location, device, and behavior onsite. Optimal times to reach out can be predicted. It is possible to give customers valuable, customized service even without ever meeting them.