Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
|by Jillian Overmyer, Account Advocate|
Generation Y- the proclaimed ‘Me Generation’ - is portrayed as a disengaged consumer base, highly uninterested in the automotive world. As a Gen Y’er living in Detroit, The Motor City, I beg to differ. We are interested in cars. But when it comes to buying one our interest level withers. The immediate scapegoat for this behavior is high cost, but new studies refute this claim. J.D Power studies have shown that Gen Y buyers have increased in market share at the greatest rate among all new-vehicle buyers.
What then makes a generation of consumers excited by a product, but not eager to engage in purchasing? It’s not about the car. It’s about the car buying experience. In fact, a recent study by Deloitte found that 65% of Gen Y consumers would prefer to purchase a car without negotiating with a sales person. So, how do the Gen Y consumers want to buy their cars? Well, that’s easy: online. We purchase our clothes online, we earn our college degrees online and it only makes sense that we want to purchase our cars online too. Many General Motors dealers are jumping onboard with the implementation of ‘Shop-Click-Drive’. This program allows consumers to make the complete purchase of a vehicle - from paint color to delivery date- online, avoiding the face-to-face buying experience that many of us Gen Y’ers’ dislike. Dealers need not fear, this program isn’t meant to replace your physical showroom, but rather, it’s another path for those who choose to remain faceless.
Shop-Click-Drive began in 2012 as a pilot program with a handful of select dealerships, primarily located in the Midwest. With the ongoing studies surrounding Generation Y’s buying behavior and power- GM’s goal in mind was to appeal to this group. Even with a fully customized website that allows multiple purchasing paths, it’s still important to have an optimized mobile website. Instant gratification is demanded, which is why a Gen Y consumer always has a smartphone, tablet, or laptop in hand. Being optimized on all available platforms is crucial to the success of a dealership. One such optimization is the ‘Click to Call’ feature for all of your departments. The customer visits your site from a smartphone and voila, with a simple click of a button they’re calling you. According to imobitrax.com, “70% of all mobile searches result in an action within a hour;” a powerful statistic to keep in mind. It’s safe to say, the customers looking at your mobile site are ready to visit (unless of course they are buying online!). It’s important to remember that Gen Y customers are still purchasing from YOU, and the reputation of your dealership is a priority. Gen Y’ers research and read reviews on nearly every product they buy. If they’re reading reviews on where to buy the best pair of jeans, you can almost guarantee they’re reading reviews on where to buy their biggest purchase yet: a car. Having a solid Reputation Management team behind you is essential for attracting this web-savvy market. Keep your demographic in mind. Appeal to YOUR customer. The true key to dealership success is to understand who is buying from your dealership, do your research! Keep in mind: word spreads fast online. Don’t be the subject of the next meme to go viral.
About the Author
|Jillian Overmyer has been an Account Advocate at CDK Global since 2013. With automotive running through her veins (born and raised in The Motor City) she says that she has had “a lifetime of automotive experience!” One of her fondest memories was receiving her very first car; a silver Camaro SS convertible! How can you top that? When not delighting her dealers, you can find Jillian spending quality time with friends at happy hour or curling up with a good book. You can reach Jillian at firstname.lastname@example.org.|