Sure, you’ve heard it over and over again. Customers are just coming into my store to try things on then buy them online. Seem plausible, right, and I’m sure it happens here and there, however according to INC.com the statistics just don’t support your feelings.
In an article online at inc.com, it suggests that the practice is known as “showrooming” just doesn’t happen. The article goes on to suggest that the contrary might be true. Conversion numbers are increased by more than 25% when in-store mobile use is factored in and when the consumer does pre-visit research more than 40% of those visitors become buyers. But the home run here is when you can provide a “click and collect” option. One that has the consumer buy from your site online and pick it up in store.
What does all of this mean for your dealership?
I’ve said it before, time to step up your digital game. Does your website offer a click and collect option? Does it offer real-time inventory that matches your store? If it doesn’t how can you capture those buyers? Are you actively reviewing your web orders on a timely, like at least hourly basis? Are you reviewing your abandoned carts and reaching out to those potential buyers to try and close the sale. Wouldn’t it be great if you could reach out to an abandoned cart user and let them know the item they were looking for was available immediately at the dealership? A little extra work could convert a large sale.
So maybe instead of complaining how the internet is ruining the dealership and stealing sales, take this information and close the sale.
What do you think?
As always the ideas expressed above are my own, and I make no claims to the success or failure of implementing them. They are suggestions to make you think. Please vet all ideas against your business plan before implementing them.