In an industry where most operations have remained consistent for decades, how can new car dealerships attract and retain new customers? Specifically younger customers?
In our recent Retention Roadmap Podcast interview with Eddie Campbell, Fixed Operations Director at Forest Lane Chrysler Dodge Jeep Ram in Dallas, Texas, we delved into effective strategies for attracting and retaining Gen Z customers in car dealerships.
Not only did Eddie share his wealth of experience in the industry, but he unwrapped some innovative approaches to meet the unique needs of this younger generation.
Times, they are changing!
As the industry faces transformative shifts in consumer behavior, particularly among Gen Z, you need to be willing to adapt to stay relevant. You can’t wait around expecting customers to come in for a routine checkup.
Gen Z customers require intentional relationship-building before they even arrive on site. Understanding these distinct preferences is crucial for developing engaging service experiences that foster loyalty and increase retention.
Top 3 tips to engage Gen Z customers effectively
- Create a Welcoming Environment: Gen Z values inclusivity and transparency. Traditional dealerships don’t necessarily check all the boxes, but there are small changes you can make to appeal to every customer. Adopting modern technologies is a great way to create a non-intimidating environment for Gen Z.
For example – digital service walkthroughs and video inspections provide a transparent and engaging customer service experience that’s familiar to younger clientele. These tools not only demystify the service process but also empower customers by giving them a clear view of what is being done to their vehicles.
- Don’t be Afraid to Use YouTube: An online presence is essential for building customer relationships with Gen Z. Utilize social media and websites, not just for marketing, but to educate and engage.
Platforms like Instagram and YouTube are ideal for sharing informative content, how-to guides, and customer testimonials. Taking advantage of online space gives customers an inside look at how your dealership operates, so they know what to expect when it’s time to schedule their visit.
EddieInService.com is a great example of using educational content to attract younger customers who are active online.
- Highlight Specific Services to Boost Loyalty: A significant opportunity for customer retention lies in services such as tire sales. But here’s the kicker—customers between the ages of 16 and 24 likely don’t even know they can get their tires from their dealership.
It’s time to change that narrative. Start by actively promoting your tire services, both in-store and online. Clear and consistent communication about the benefits of buying tires from a dealership, such as reliability, warranty, and competitive pricing, can change customer perceptions and drive loyalty.
Creating content based on available tire services can go a long way in not only getting in front of Gen Z customers but also raising awareness about your dealership’s offerings to all customers.
Put these ideas to work in your dealership
As a dealership leader, the insights shared in this episode can help you create a more engaging environment that meets the needs of Gen Z customers, ensuring their place in a competitive landscape.
To learn more about integrating these practices into your operations, visit DriveSure.com here we provide tools and guides to help you transform your customer service approach.
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