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Rob Bennett, General Manager, and Charlie Brown, Internet Director at Lithia Chrysler Jeep Dodge of Eugene, unlock the secret to success with in their store’s Internet sales strategy.
The two of these men have driven up Internet sales 61 percent in the last year!
And Lithia Chrysler Jeep Dodge of Eugene is the number one Chrysler Jeep Dodge dealership in sales volume in Oregon, beating out 29 other Chrysler Jeep Dodge dealerships in that state. They sold more than 2000 vehicles over the Internet in 2012 with a 50/50 split between new and used vehicles.
Rob admits, “It’s a lot simpler than you might think.”
Keeping their website updated daily, cutting back and shifting their advertising spend, being aggressive with pricing and working hard to build rapid trust with their customers have all contributed to the drive in Lithia’s Internet sales.
When asked how they drive traffic to their website, Charlie mentions the production of newsletters and direct email campaigns have a major influence on the generation of many of their sales and service leads.
Discussing the shift to digital advertising, the guys also refer to MyLithia, Lithia’s dealer branded mobile app. They’ve increased their digital spend by 37 percent and their overall spending for the store is down by 3 percent, due to digital advertising being less expensive than traditional advertising. “We’re spending less to drive more sales,” said Rob.
Read more about Lithia’s Internet and Digital Sales experience at http://www.bluetoad.com/publication/?i=140353, in Digital Dealer’s January 2013 Cover Story.