Automotive Retail: How Dealerships Can Harness Ecommerce Strategies for ASC Events
As consumer behaviors shift and technology advances, dealerships face an unprecedented opportunity to redefine the car-buying experience.
The key? Embracing ecommerce strategies and applying them to Automotive Standards Council (ASC) events. This isn’t just about keeping up with trends – it’s about setting new standards in customer engagement and sales effectiveness.
At Clickvoyant, we’re pioneering this transformation, equipping dealerships with cutting-edge tools to turn ASC events into powerful drivers of growth and customer satisfaction.
Let’s explore how dealerships can leverage ecommerce tactics to create dynamic, engaging ASC events that resonate with today’s digitally-savvy car buyers.
Reimagining ASC Events Through an Ecommerce Lens
Gone are the days when ASC events were limited to physical showrooms and static displays. Today’s most successful dealerships are creating immersive, interactive experiences that blend the best of physical and digital worlds.
Virtual Showrooms: The New Frontier:
Imagine giving your customers the ability to explore every curve, feature, and option of your latest models from the comfort of their homes. That’s the power of virtual showrooms. At Clickvoyant, we’ve developed state-of-the-art 3D modeling technology that allows customers to:
- Examine vehicles in stunning 360-degree detail
- Customize colors, trims, and accessories in real-time
- Experience interactive features like opening doors or adjusting seats
These virtual showrooms aren’t just digital brochures – they’re engaging, interactive experiences that capture the excitement of car shopping while providing unprecedented convenience.
Personalization: Tailoring the Experience
Ecommerce giants have set new standards in personalized shopping experiences. Dealerships can now bring this level of customization to ASC events. Our data-driven platform at Clickvoyant enables dealerships to:
- Offer personalized vehicle recommendations based on browsing history and preferences
- Create custom virtual tours highlighting features that matter most to each customer
- Provide tailored financing options and special offers in real-time
By leveraging data intelligently, dealerships can create ASC event experiences that feel uniquely crafted for each attendee, significantly increasing engagement and conversion rates.
Live Interaction: Bringing the Human Touch Online
While digital tools are powerful, the human element remains crucial in automotive sales. That’s why we’ve integrated seamless video chat capabilities into our platform. During ASC events, dealerships can now:
- Offer one-on-one virtual consultations with sales representatives
- Provide live video walkarounds of vehicles
- Answer customer questions in real-time, replicating the in-showroom experience
Here’s a list of specific use cases for dealerships implementing ecommerce strategies in their ASC events, along with ways to extract valuable insights from each:
- Virtual Vehicle Configurator
Use Case: Customers can customize vehicles in real-time during ASC events, choosing colors, trims, and accessories.
Extracting Insights:
- Track most popular color combinations and feature selections
- Analyze time spent on different customization options
- Identify which features lead to higher conversion rates
How to Use: Adjust inventory based on popular configurations and tailor marketing messages to highlight in-demand features.
- 360-Degree Virtual Tours
Use Case: Attendees can explore vehicle interiors and exteriors in detail through interactive 360-degree views.
Extracting Insights:
- Monitor which areas of the vehicle users focus on most
- Track time spent on different models
- Analyze drop-off points in the virtual tour
How to Use: Refine showroom layouts to highlight popular features and train sales staff to emphasize areas of high interest.
- AI-Powered Chat Support
Use Case: An AI chatbot assists attendees with initial questions, scheduling test drives, and providing basic information.
Extracting Insights:
- Analyze frequently asked questions to identify common pain points
- Track which models generate the most inquiries
- Monitor conversion rates from chat interactions to sales leads
How to Use: Develop targeted FAQs, refine product information, and train sales team on addressing common concerns.
- Personalized Vehicle Recommendations
Use Case: Based on user behavior and preferences, the system suggests vehicles that best match the customer’s needs.
Extracting Insights:
- Analyze accuracy of recommendations (do customers engage with suggested vehicles?)
- Track changes in customer preferences over time
- Identify patterns in vehicle preferences across different demographics
How to Use: Refine recommendation algorithms, tailor inventory to customer preferences, and develop targeted marketing campaigns.
- Virtual Reality Test Drives
Use Case: Customers can experience a simulated test drive of vehicles in various environments.
Extracting Insights:
- Monitor which driving scenarios are most popular
- Track how virtual test drives influence likelihood to purchase
- Analyze feedback on the virtual driving experience
How to Use: Develop more engaging virtual test drive content, identify which models benefit most from VR experiences, and refine real-world test drive routes.
- Live Video Walkarounds
Use Case: Sales representatives conduct live, personalized vehicle tours for remote attendees.
Extracting Insights:
- Track which features generate the most questions or interest
- Analyze conversion rates from video sessions to sales
- Monitor average session duration and engagement levels
How to Use: Train staff on highlighting key features, optimize video presentation formats, and identify top-performing sales techniques.
- Augmented Reality (AR) Feature Showcase
Use Case: Attendees use AR to visualize how different features or accessories would look on a vehicle.
Extracting Insights:
- Identify most frequently visualized features
- Track which AR experiences lead to increased interest or sales
- Analyze user feedback on AR functionality
How to Use: Prioritize development of AR content for popular features, refine AR user interface based on feedback, and incorporate AR insights into sales strategies.
- Interactive Finance Calculator
Use Case: Customers can explore different financing options and see how changes affect monthly payments in real-time.
Extracting Insights:
- Analyze most common finance terms selected by users
- Track how financing options influence purchase decisions
- Identify at what price points customers show hesitation
How to Use: Develop more attractive financing packages, train finance team on addressing common concerns, and optimize pricing strategies.
- Post-Event Follow-up Automation
Use Case: Automated, personalized follow-up emails based on attendee interactions during the ASC event.
Extracting Insights:
- Track open rates and click-through rates for different types of follow-up content
- Analyze which follow-up strategies lead to continued engagement or sales
- Monitor timing effectiveness of follow-up communications
How to Use: Refine follow-up content and timing, develop more effective email campaigns, and identify opportunities for personal outreach.
- Social Media Integration
Use Case: Attendees can share their virtual vehicle configurations or experiences on social media platforms directly from the event.
Extracting Insights:
- Track which models or features are most frequently shared
- Analyze engagement rates on shared content
- Monitor sentiment in social media discussions about the event
How to Use: Develop more shareable content for future events, identify influential attendees for potential partnerships, and refine social media marketing strategies.
By implementing these use cases and diligently extracting insights, dealerships can continuously refine their ASC event strategies, improve customer engagement, and ultimately drive more sales. The key is to view each interaction as a valuable data point, using this information to create increasingly personalized and effective experiences for customers.
By reimagining ASC events through an ecommerce lens, dealerships aren’t just adapting to change – they’re driving it. These innovative approaches transform traditional showcases into dynamic, engaging experiences that resonate with modern consumers and drive tangible results.
At Clickvoyant, we’re committed to equipping dealerships with the tools and strategies needed to thrive in this new digital landscape. Our platform isn’t just about technology – it’s about empowering dealerships to create meaningful connections with customers in ways that were never before possible.
As we delve deeper into specific strategies and tools in the following sections, remember: the future of automotive retail isn’t just digital – it’s personal, interactive, and exciting. The dealerships that embrace this vision will find themselves not just competing, but leading in the evolving automotive marketplace.
