Proper Planning Accelerates Digital Retailing Success
It became clear to my team, as we worked with dealers to install digital retailing solutions, that careful planning was the key to keep everyone motivated and focused on achieving the goal of delivering a modern retail experience to consumers. Changing how a dealership does business in a digital age does not happen by accident.
Installing digital retailing software on your website is not like the movie Field of Dreams; consumers will not magically appear and your sales increase.
While the scope of planning a modern retail sales experience is often much larger than most dealers imagine, when meetings are properly organized, they can support a consistent change management process that will lead you toward your business goals.
In my upcoming book with Glenn Pasch focused on DR implementation strategies, we will discuss the basic elements that need to be documented, discussed, and addressed in your Digital Retailing (DR) project plan. We will also be sharing specific installation experiences with many of the top DR platforms.
Your initial planning roadmap for implementing a digital retailing platform should include:
- Selecting a Project Team
- Brand Assessments
- Pricing Strategy Assessments
- Merchandising Assessments
- Marketing Assessments
- Sales Process Assessments
- Technology Assessments
For most dealers, there will be some gaps that will need to be filled in your digital retailing project plan. For example, vehicle pricing rules or your current CRM sales process may not be documented. Your dealership may not have developed a clear brand promise which is key for attracting new customers looking for a better way to purchase their next vehicle. For other dealers a digital retailing implementation will require an upgrade to your wireless routers and network if all sales associates and mangers will be using tablets in a paperless environment.
Don’t be discouraged if your dealership never documented your latest sales processes, CRM workflows, marketing measurement metrics, or network / telephony infrastructure. If you are going to reinvent your business to create a modern retail experience, there is no better time to put in writing how the business operates today.
Since digital retailing software is fairly new to dealers, get a clear commitment from your DR vendor that outlines how they will support your project. You should know how many times they will be coming out to install, train, and assist the team during the first six months of your retail transformation. You should also know if they will be participating in all your planning meetings by phone and how quickly their turn-around time will be for custom changes. As more dealers embrace digital retailing, vendor resources will be stretched so get clear commitments in writing before you sign a contract.
Talk To Dealers Who Have Implemented Robust DR Strategies
At the 10th Annual Digital Marketing Strategies Conference (DMSC), we have a full day dedicated to digital retailing technology, new sales processes, marketing strategies, and actual case studies. We have invited a number of dealership managers and owners to share their DR journey. We will also be showcasing consumers using the most popular digital retailing technology to see how much consumers can do online.
If your dealership is shopping for a digital retailing platform or has chosen one, and needs help with implementation then I suggest you send your project leaders out to DMSC. The full agenda and registration details can be found here: https://digitalmarketingstrategies.org/
You can also download a full-color brochure and agenda here to share with your co-workers and dealership managers: https://bit.ly/DMSC2019
P.S. On Saturday May 18th, I will also be offering my popular Google Analytics Certification Course! So plan to come in early for this special training session. Keep in mind that the Marriot is now sold out for Friday and Saturday nights, so you will need to book your early stay next door at the Hilton Garden Inn. You can book Sunday through Wednesday at the Napa Valley Marriot, but do that quickly!
