Ever wondered what customers engage with during the order to handover gap when they’re not calling the dealer and demanding an update on delivery? Well, we’re helping dealers to find out by merging local, bespoke content with powerful tracking...
If your sales team is historically poor at upselling accessories and profitable care products like paint protection, service plans and GAP insurance, you might want to look away now.
According to the data running through the AutoBuzz platform, that automates communication to customers between order and handover, the most visited content is accessories to purchase – 58.1% of customers have engaged at least once with this content.
And, when you think about it, it kind of makes sense.
Order fatigue
We talk to clients a lot in the automotive sector and ‘order fatigue’ and the way in which customers (and sales execs), slump over the order line.
It’s a long process, and it might not be the best time to bring up additional options for purchasing. But, you know what, the data we’re seeing shows that two weeks down the track when the fatigue has gone and the energy and excitement levels are back, the time is right.
Nearly a third (30.95%) of visits were on care products during order to handover, while a fifth (20%) of visits went to local content – proving that local retailer information such as ‘Meet the Aftersales Manager’ or ‘What to expect when you come to handover’ still drives a good portion of traffic.
So much is being done to understand consumer behaviour on the run up to enquiry, and then all the way to converting to point of order. Then, interestingly, loads of technology and tools have been developed to understand what customers do for the next few years before their renewal date swings round again.
An emerging marketplace
But, what about the massive point of time in the middle? What about the emerging marketplace that is order to handover. How much do you truly know about customers in this gap?
Here at AutoComms we’re big on delivering data that has a big impact – not data for data’s sake but the kind of stuff that drives results in places where results have been hard to come by.
And you know, there’s no getting away from the questions that are asked multiple times while customers’ anxiety levels grow, because on average across all brands and retailers, a quarter (25%) of customers are visiting content on Handover Day and what they need to bring.
How powerful would it be to you, to know what customers are engaging with and when in the order to handover space?
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