Uncover Hidden Opportunities: Elevate Your Car Sales Strategy with Data Mining - Digital Air Strike

Uncover Hidden Opportunities: Elevate Your Car Sales Strategy with Data Mining

Uncover Hidden Opportunities: Elevate Your Car Sales Strategy with Data Mining

Auto dealers can strategically employ data mining techniques to enhance their sales, service, and retention efforts. By analyzing customer interests, purchase histories, and demographic trends, dealerships can tailor their marketing campaigns and inventory offerings to match customer demands precisely.  

Data mining allows dealers to identify opportunities for upselling and cross-selling, creating a personalized experience that fosters customer loyalty and maximizes revenue streams. By analyzing service history data, dealerships can proactively communicate with customers for timely maintenance and repairs, increasing service appointments and cultivating long-term relationships. 

Auto dealerships have disparate systems to manage customer, dealership, and marketing data. Learning to decipher, visualize, and harness the power of this data is essential. Software that programmatically executes the areas of opportunity identified in the data without the dealership needing to develop a supporting process ensures consumers receive the information they need from your dealership. 

Arrow Ford in Abilene, Texas, used the Consumer Data and Experience Platform from DAS Technology and saw a significant value right out of the gate. After just two months of using the technology, the dealership had 89 vehicle sales influenced by the communications from the platform, representing $428,351 in front and back gross. This technology also brought 48 previous service decliners back to the dealership for service, and 198 new owners returned for service after receiving retention communication. Over $220,000 in service revenue was influenced by 579 services.   

To convert shoppers into buyers, use immediate and ongoing offers and communications to reach these new prospects. AI lead response software is the fastest and most efficient way to deliver personalized recommendations immediately, around the clock, especially when your dealership is closed or busy.  

Showcasing the vehicle of choice when responding to leads should also be supplemented with alternative vehicle options available in your dealership or across your group to pique the shopper’s interest further. The response should include trade-in values, financing information, and test-drive or appointment-scheduling links. Customers should have all the information they seek to make an informed decision and feel good about working with your store.    

Identifying customers who bought vehicles from your dealership but haven’t yet come in for service leaves an opening to reach out with exceptional service offers for oil changes, new tires, and car repair discounts. Keep your service bays full by working on cars sold from your lot, keep customers returning for more service, and, eventually, help them purchase another vehicle when they’re ready.   

Learning which service customers have never bought a vehicle from your lot allows you to reach out to entice them to buy their next car from your dealership. They enjoy your service bays, so why not keep them longer by helping them with a new ride?   

Expiring leases or warranties, upcoming service appointments, and new vehicle specials are additional reasons to reach out to the right customer at the right time. The objective is to establish enduring, high-value, and loyal connections with your customers, ensuring their significance extends beyond a solitary transaction.   

Analyzing marketing communications is also essential to see what is working best. Use technology to see which customers clicked on your website, how many pages they delved into, and which messaging resonated the most to bring them to your site. The goal is to change the marketing content based on the customer’s behavior to make the messaging targeted and personalized.  

Dealerships that only communicate with their customers when they have an automotive need are missing a huge opportunity. Sharing quality content will help your dealership be the one they turn to when they need a service or want to buy a car.   

After they purchase a car, you can send content about the vehicle’s cool technology features and introduce them to your service director to help them keep their vehicle in great shape. This is a great way to communicate throughout the first year of ownership when most consumers’ auto needs will be minimal.  

Your dealership can send a monthly newsletter with non-promotional and non-transactional content for vehicle reviews, lifestyle content, and information such as your dealer’s community involvement or events. The goal is to have more high-value customers who return for service and buy another vehicle. You want to be their dealer for life.    

According to DAS Technology’s proprietary research data, your highest-value customers are responsible for 42% of vehicle purchases and 44% of repair orders. The benefits of quality content speak for themselves. Customers who engage with dealers’ non-promotional content do more and are more valuable, with 63% more click-throughs, 61% more service visits, and 28% more vehicle purchases. 

Learn more from Digital Air Strike about converting your data into actionable insights. 

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