The ascent of social medias has a vast and critical implications on the automotive retailer business. The consumers now have the possibility to broadcast their opinions and recommendations at large thru their personal social media network. In order to understand the impact, DriverSide and Dealer.com teamed up with GfK Automotive Research to realise an in-depth study.
The results of the study based on 2000 interviewees underlined the consumer’s power and the commitment with the dealerships and car builders, especially when it comes to keeping consumers captive with the new vehicle’s warranty.
We are witnessing an evolution in the car purchasing cycle where social medias highly influence the purchasing process, said Kevin Root, Dealer.com Product Chief, whom directed the study. The dealerships and manufacturers must recognise the importance of this new person to person marketing phenomenon, where defending the interests of others is more precious to consumers than traditional marketing.
The study also revealed that dealerships investing in social Medias, managing public opinions and most of all, providing a great customer service experience throughout their departments have what it takes to keep a solid business relationship with their clientele. Once trust is established, the consumer will become a relentless defender of your dealership and will most likely share his experience with friends and co-workers on social Media.
In order to build solid and sustainable relations with their clients, dealerships also have the advantage of interacting with their customer at the most critical moment, just after the purchase is completed.
Dealerships have to create social commitments with a convincing, coherent and useful content to the consumers. Offers, coupons and details concerning the services offered will keep the committed consumer and their experience positive. Most of all, it will keep the dealership visible to the client and his network.
These results emphasises to the dealership the importance of social Medias on their commitments and strategies. Social Medias are integrated in each step of the car purchasing process and have become an essential part of the dealership’s marketing plan.
Another interesting aspect of the study demonstrates that Social Media active consumers are more likely to be faithful to the brand; this indicates that it’s crucial to build, keep and maintain positive and solid relationships between dealerships, manufacturers and their customers. The key to success is not only based on the Web. Dealerships must optimise each department to maximise positive customer service, consumers will then use social networks to rate their experience.
By adding social Medias to traditional Medias, dealerships can improve their client’s fidelity and have a favorable effect on their potential clients’ purchase decision.