How does your car dealership know that your vehicle needs a scheduled maintenance appointment? This is part of hyper-personalization, which is driving many engagement metrics for car dealers.
This type of engagement allows dealers to target buyers with precision. From tailoring service reminders based on mileage to recommending specific vehicles based on browsing behavior, today’s leading dealers are using AI, CRM data, and real-time intent signals to create customized digital experiences. How are dealers using these strategies to target you and bring reminders to your world? Let’s look at a few great examples of hyper-personalization.
AI identifies high-intent shoppers
Why are you getting reminders about vehicles you’ve viewed? Because you gave your information to the dealership which is using AI to engage with you. The information collected, using first-party data, which is the forms you filled out, allows the AI system to identify you as a high-intent shopper who could be ready to buy your next vehicle very soon. By leveraging AI to identify these shoppers, dealership staff can focus on selling vehicles while the system sends you notifications and suggestions based on your online experience and the journey you took through the website.
Follow up is key
Although continued follow-up beyond your interest can be a bit annoying, the AI system can easily connect with you and follow up with reminders for service appointments. This makes it easy to ensure you don’t forget that you need to bring your vehicle in to be serviced and cared for at the dealership. This is one of the most important uses of hyper-personalization, and it helps you stay on top of your vehicle’s needs without much effort on your part.
Build rapport and trust early and often
This might not be an example of using AI and the CRM to connect with your customers, but it is good and sound advice to improve sales at your car dealership. You’ve got to build trust with customers as early as possible and maintain a strong rapport with them throughout the sale process. Additionally, you want to develop a long-term relationship with your customer base to continue to build their trust through service appointments and connections. This helps turn a one-time customer into a repeat customer.
Your digital presence matters
Integrate an AI-powered chatbot into your website and allow customers to experience hyper-personalization at all times of the day. Your chatbot can connect with your shoppers when you’re no longer at the dealership. It’s also important to ensure your website is easy to use, mobile-friendly, and has a reliable server. You’ve also got to manage your social media accounts, the content posted, and run Google and Facebook ads that help improve your digital presence and appear to potential customers when they are searching for vehicles.
Use data to improve your pitch
Sales pitches matter and need to be tailored to each customer. This can be done using data through the insights within your CDP, which helps you adjust your interactions and pitches to each individual shopper. Harnessing AI can help automate and enhance this hyoer-personalization, and AI continuously analyzes data to recommend the most appealing incentives or vehicle models for each shopper. The data generated allows you to use hyper-personalization to improve how you interact with each customer to meet their needs and focus on their desires.
Create a sense of urgency
If your promotions present deals that are time-sensitive, some car shoppers who are on the fence about buying a vehicle are likely to commit to the purchase. Creating urgency enhances the appeal of what your dealership offers and can be tailored to work well for each customer. This can be utilizing an indication of inventory scarcity, seasonal offers, and monthly featured offers, each with an end date, and create that sense of urgency required to appeal to shoppers looking for some great deals.
Measure, analyze, and improve
One of the greatest advantages you’ll have using AI tools in your CRM is the ability to analyze results and measure them against your expectations. Reporting tools help you understand what you want to accomplish and give you the information desired to improve your sales process for the next round of customers. The CDP allows you to review additional data and build a better database of information to connect and engage with customers who can continually utilize the services you offer.
How are you putting hyper-personalization to work at your dealership? Its important that you connect with your customers, and your AI tools can help make this happen much better than some other forms of connection.
