As 2016 rolls to a close and we raise a glass to ring in 2017, Big Data is the phrase on everyone’s lips in business, tech and marketing. Using data to drive UX is the key goal for any business going into the new year, and with its natural affiliation with loyalty and customer service, it lends itself well to the car dealership trade. Traditionally based on word of mouth, creating a positive customer experience in the industry can secure lifelong custom and loyalty.
Know your consumer
The main benefit of data is to really become intimate with your consumer. This is where you build a connection, and ideally loyalty. Pumping out a load of marketing materials without knowing who they are aimed at could be costly and worse; potentially damage your reputation. Having data insights from companies like CAP HPI can help increase conversion rates as well as driving informed purchases for the company.
Finding the right person
Anyone can be a customer, it is true. However honing in on who the most likely in your area, which demographics prefer to buy from you, what they do, how they spend their money and what they are looking for as a consumer mean you can target your marketing in the most efficient way.
Finding the right time
Data also allows you to look into when the best time to catch a consumer is. This can be anything form knowing when their MOT date is to knowing which months are the most popular for changing car.
Finding the right stock
Knowing your clientele, you will also know which cars are more likely to appeal to them. Building up a profile of their interests, hopes and desires will help you choose stock to reflect their choices. This will increase loyalty, as when they pass your showroom, they may feel an emotional connection to a dealership which understands what they are looking for, or best represents them.
Car sales are inherently a tricky place to stay on top of data. Using the services of a dedicated research and insights company can help you to make informed decisions about the direction of your sales and marketing strategy.