Several years ago, several experts predicted a catastrophic collapse of the automotive sector as a result of millennials. This generation (who entered maturity around the turn of the twenty-first century) grew up differently – engaged in technology, pursuing higher education, earning above-average wages, yet prioritising experiences above material goods.
Today, we know that millennials continue to desire automobiles.
According to a special survey on millennials, 80% of millennials intend to own a car over the next five years. And, although Gen Xers typically replace their automobiles every 10 years, millennials have a more realistic approach to car ownership and are more inclined to replace their vehicles more frequently.
Smartphones are a must
- Sixty-five percent of Millennials conduct pre-dealership research on their smartphones.
- 80% of Millennials use their mobile device for at least one automobile purchasing task.
Millennials use smartphones to obtain pricing, locate classified listings, locate a dealer, research specifications, and read reviews during the car-buying process. Millennials anticipate on-demand information gathering and mobility throughout the sales cycle. Millennials grew raised in a response-driven, mobile world and have come to demand rapid replies and mobile-friendly interactions at every turn.
Any interaction with a Millennial client must be seen via a mobile perspective.
This generation, more than any previous, desires a clear purchasing experience and superior customer service. 82 percent of millennials are influenced by online reviews and third-party rating sites. According to the Deloitte Global Automotive Consumer Study, almost half of the stated generation is impacted by friends and family throughout the purchasing process.
It is pointless to conceal the buying price or to need an appointment to discuss goals and needs. Cut to the chase with straightforward, honest communication, and you will enjoy the benefits. By providing relevant and valuable material that is aimed towards Millennial interests and not simply their virtual pocketbook, you can earn Millennial confidence.
Enhance your website’s functionality
A vehicle dealership website should be simple to navigate and include an uncluttered, attractive design. This ties in with establishing familiarity and trust with millennials, who are accustomed to purchasing on well-designed websites like Amazon and Apple. Millennials will not put up with a confusing or substandard digital experience. It’s not simple to sell vehicles online if your website isn’t set up properly. Creating an attractive website is not difficult and can frequently be accomplished in a few simple steps.
Your website should be simple to navigate – with high-resolution graphics and little content. Coupon-laden homepages are a relic of the early 2000s and have no place in current eCommerce. The more straightforward the website, the easier it is for clients to locate the products they are wanting to purchase. Eliminating clutter also requires making some difficult choices regarding which buttons to display on the SRP and VDP. Having an excessive number of buttons on your VDP (three should be the absolute maximum) may reduce conversions.
Adopt social media
While this is fewer than the 32 hours spent by Gen Xers, millennials spend 27 hours each week on social media. Instagram, Twitter, Snapchat, and Facebook are all excellent platforms for targeting younger vehicle consumers with customised marketing.
Social media should not be viewed just as a lead generator, but as a means of advancing leads further down the funnel. A social media post may convert a car browser into a shopper, and so on.
Promote the Evidence
- Eighty-four percent of Millennials believe user-generated material has some effect on their purchasing decisions.
- Seventy-three percent of Millennials believe it is critical to read other people’s opinions before making a purchase.
Peers have a significant influence on millennials. They crowdsource their consumer selections by using their powerful social networks and astute search abilities. Social proof is the notion of relying on like individuals to assist us in making judgments. Customer testimonials, media mentions, and case studies are all forms of social proof that might assuage a Millennial’s anxiety when confronted with an infinite number of possibilities.
Solicit testimonies from existing Millennial consumers. Seventy per cent of Millennials believe they have an obligation to provide feedback to businesses following a positive or negative encounter. Consider recording client testimonials on video.
If your dealership needs help promoting themselves in the online ecosystem, our team are digital experts and can help you get better ROI with an enhanced online presence.