Revving up for DealerTalkX Calgary

Emma Hancock and Duane Marino on how dealerships can dominate in the ever-evolving digital landscape.

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Emma Hancock - DTX Calgary Pre-Interview

DealerTalkx is all about providing dealerships with the latest trends and insights to help them stay current in today’s digital era. What digital opportunities do you think dealers should leverage and why?
My talk will be about “The Customer of the Future”. The customer of the future is going to reflect the ever-growing influence and presence of women in the automotive market, so the opportunity for  dealers is to understand the way that women like to shop, and what influences their buying decision. Research has proven that, especially for women, word-of-mouth is the most powerful form of marketing - in the digital world that equates to social media and online reviews. Dealerships that evolve in the way they deal with customers to be more women-friendly will benefit from the positive referrals.

Who are some exemplary leaders driving digital strategy teams forward today that dealers can look to for inspiration?
Burberry was one of the first brands to merge female shopping preferences, and e-commerce, while providing social media content to enhance the online shopping experience. Likewise Apple, often a favourite, has meticulous consistency to their brand and their products - it’s a winning formula. Their site feels like their stores, it allows you to see-touch-feel and experience their products, buy them the way you want and there is zero pressure.

Leveraging digital, what are some of the ways Canadian dealerships can set themselves apart in this ultra-competitive autos market?
The internet has brought about the democratization of knowledge, especially when it comes to cars. That means that women can typically walk into a dealership knowing everything that’s important to them about the vehicle they're considering. If at that point they’re treated properly, and have an enjoyable shopping experience, then the power of social media and consumer reviews can benefit the dealer. But here's the kicker, the dealership has to operate differently than it does today to make that happen.

Thinking about technology, how can dealers/dealerships better connect with their customers?
Create and develop social feeds that people want to follow - once you have current and future buyers as followers you can rely less on advertising. The familiarity that evolves from being a true follower of yours promotes affinity; Every business can buy clicks, every business can buy banners, not every business can become embedded into their customers' “social (media) circle”. You don’t need to be a big brand to have an amazing Instagram feed!

If you could give one piece of advice to those automotive dealers starting to leverage digital tools during the car buying process, what would it be?
First off you need to change the buying process, then you need to demonstrate to everyone who walks through the door that you're different, then you can use digital tools to amplify awareness of the environment you’ve created.

What excites you the most about the future of digital?
The most exciting thing is that dealerships that create an amazing experience in the future will build a ‘digital referral network’ that is an extremely efficient means of communication, which can lighten their reliance on conventional advertising efforts.

What can DTX attendees expect from your session?
A fresh perspective on the automotive customer of the future and what that implies in terms of a dealership experience.

Duane Marino - DTX Calgary Pre-Interview

DealerTalkx is all about providing dealerships with the latest trends and insights to help them stay current in today’s digital era. What digital opportunities do you think dealers should leverage and why?
There are several free smartphone apps that can help dealers connect with fellow employees and customers, faster, better and deeper than ever before.

Who are some exemplary leaders driving digital strategy teams forward today that dealers can look to for inspiration?
DuckDuckGo search engine instead of Google and  Brave browsers instead of Chrome and the like...they are recognizing peoples need for fast, impartial, private and honest assistance.

Leveraging digital, what are some of the ways Canadian dealerships can set themselves apart in this ultra-competitive autos market?
Text and personal video more, email less.

Thinking about technology, how can dealers/dealerships better connect with their customers?
Less website emphasis and more syncing smartphone contacts and connectivity apps in the showroom.

If you could give one piece of advice to those automotive dealers starting to leverage digital tools during the car buying process, what would it be?
Never stop learning and forget PC's...it's all smartphones.

What excites you the most about the future of digital?
The flexibility and speed of it.

What can DTX attendees expect from your session?
Practical strategies for today.  No future theories and no flashbacks from the past.

 

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