The Keys to Personalized Marketing for Dealerships

Today's online experiences are built on customization. Websites, ads, and content suggestions adapt to users based on their interests. As a result, we've subconsciously expected that level of customization from everything.

As savvy dealers, you know that today's car shoppers expect a personalized experience, too. Whether you're looking to develop a custom buyer experience or improve your existing system, here are some tips for personalizing the dealership buying experience.

What Is Personalized Marketing in Car Sales?

Personalized marketing involves using customer data and insights to deliver targeted relevant messages and offers to specific individuals or segments. Given the high-value nature of vehicle purchases and the importance of customer experience in the buying process, this approach can be particularly powerful for car dealerships. 

The benefits of personalized car dealership marketing include:

• Increased customer engagement
• Higher conversion rates
• Improved customer satisfaction
• Enhanced brand loyalty
• More efficient marketing spend 

It all comes back to data collection and analysis to understand your prospects' needs and deliver relevant content across various touchpoints. Your marketing forgoes a one-size-fits-all approach and instead treats the consumer as an individual.

How Is Personalized Marketing Different for Dealerships?

The automotive industry presents unique challenges and opportunities for personalized marketing. The car buying journey is often lengthy and involves multiple touchpoints, both digital and physical. Creating a seamless, personalized experience across these touchpoints is crucial. Customers expect tailored recommendations, transparent information, and a smooth transition from online research to in-person visits.

Examples of Personalized Dealership Marketing

Some ways dealerships can implement personalized marketing include:

• Personalized Email Campaigns: Send tailored vehicle recommendations based on customer preferences and browsing history.
• Tailored Promotions: Offer promotions and discounts that align with a customer's past purchases or expressed interests.
• Customized Vehicle Suggestions: Use detailed vehicle condition reports to provide customers with personalized vehicle suggestions.
• Follow-up Communications: Enhance follow-up emails with personalized automotive photography and videography to keep customers engaged.

Tips for Implementing Personalized Marketing in Your Dealership

Now that you have a solid understanding of your dealership demographics, it's time to create custom experiences centered around your customers' needs, goals, and desires. Here are a few tips to get started:

1. Leverage Customer Data

Collect and analyze customer data effectively to gain insights into preferences and behaviors. Use a robust CRM system to track interactions and integrate detailed vehicle condition inspection reports to provide comprehensive information to potential buyers.

2. Segment Your Audience

Segmenting your audience allows you to create more targeted and relevant campaigns. Divide customers into meaningful segments based on demographics, purchase history, and browsing behavior. Use detailed inventory merchandising software to match vehicles to specific customer segments. For example, young professionals might be interested in compact cars, while families may prefer larger SUVs or minivans.

3. Utilize Advanced Technology

Advanced technology like StoryBuilder AI and machine learning can enhance your personalized marketing efforts. These tools can analyze vast amounts of data to predict customer preferences and behaviors, enabling you to deliver more relevant content. Marketing automation tools can help you send personalized outreach at scale. Additionally, employ custom-branded photography and videography to create visually appealing content that stands out.

4. Create Personalized Content

Once you’ve segmented your prospects, start delivering marketing messages based on their ad engagement preferences. According to Venture Harbour, companies that personalize content can see 72% higher conversion rates. 

Use dynamic content in your emails and on your website to personalize the experience for each visitor. Incorporate high-quality photos and videos of vehicles, showcasing features that are most relevant to each customer segment. For example, highlight safety features for families or performance specs for car enthusiasts.

5. Engage With Customers Across Multiple Channels

A seamless experience across digital and physical touchpoints is essential for successful personalized marketing. Engage with customers on social media, through email, and during in-person visits. Use detailed vehicle condition reports and visuals to maintain consistency and build trust. By providing a cohesive experience, you can nurture customer relationships and drive loyalty.

6. Personalization at The Dealership

The personalization doesn’t end once your prospect enters the showroom. Here, you have the opportunity to leverage your data again to inform which deals and talking points are available and how your sales team should highlight them.

It’s crucial your sales team knows the needs, wants, and goals of the customer you’re working with. That way, they'll help get buyers into the right car and out of your dealership as comfortably as possible.

7. Follow Up Personalization and Retention

Just because your team has closed a sale doesn’t mean that’s the end of the customer relationship. They’re a valuable resource for improving the customer experience, retargeting similar buyers, creating return business, and cultivating customer loyalty.

For example, AutoLeadtar advises that “customers who already made a purchase should continue to receive valuable information, such as vehicle updates, service reminders, and offers, and, when the time comes, trade-in, upgrade, and lease purchasing information.” Of course, you’ll also want to segment offers for the best personalization performance.

By continuing personalized service after making a sale, your dealership shows a customer that their experience is worth more than just the price of their vehicle. Custom messaging and deals help foster a customer relationship that keeps your dealership top of mind and encourages repeat business.

Get Industry-Leading Digital Merchandising Support from Dealer Specialties

Adding powerful digital merchandising tools to your arsenal is easier than you think. All it takes is the right partner to provide you with the education and resources necessary to succeed in the game. That’s where we come in. The team at Dealer Specialties creates tools that make dealers’ lives easier and move cars off the lot.

Click the link below to see how our services can shift you into high gear!