#460 - 🔎 Take a Closer Look

TOGETHER WITH

We do our best, but the story of retail auto isn’t told by ASOTU.

We share what we can through this email or our shows, but the telling happens every day in your store.

By showing up and caring, each of you is living proof that the industry is about more than cars.

We just get the honor of sharing that reality with others.

Keep Pushing Back
-Paul, Kyle, & Chris

DEALERS

ATUC Talks Tech

Last week, David Long’s All Things Used Cars featured an amazing guest host, Paul Brobson, as well as insights from our friends Brian Krammer, Ben Hadley, Daniel Govae, Tommy Gibbs, Danny Zaslavsky, and Jasen Rice to talk tech in the auto industry. Here’s what we learned:

🫂 Embrace Technology 🫂

Why bother? It’s not going anywhere. Utilizing influential tech is going to be paramount to future success.

Okay, but how?

• Avoid the tendency to lack urgency and solely rely on technology.

• Align your tech platforms and processes with desired end results and goals.

• Be thoughtful. Avoid the tendency to lack urgency and solely rely on technology. Blending effective tech with basic common sense is key.

🚀 Maximize Efficiency 🚀

Why bother? Not all programs play nice together, so it’s important to constantly evaluate your technology stack to ensure it is maximizing your efficiency. A lack of consistent integration can lead to redundancies and delays.

Okay, but how?

• Talk regularly to team members about their tech preferences and encourage them to share new resources and tools that they find useful.

• Research software that could employ a single platform where there may currently be several. This can help foster cross-department communication and reduce costs.

• Don’t get distracted by the shiny features that vendors spotlight. Consider what problems need solving.

• Give it a test drive. Not all programs are created equal. There’s only one way to determine what will work best for you and your team.

👀 Prioritize Accountability 👀

Why bother? You may be missing opportunities if your tech process lacks leadership or oversight.

Okay, but how?

• Dedicate someone to your tech process. They should know the tech programs you use, why you use them, and how they are utilized within and between departments.

• Encourage communication, coordination, and consistency of review from the leadership team.

✅ Check Up ✅

Why bother? Things change! New programs get developed, new folks join your dealership team, and new situations arise (ahem, pandemic, ahem). What works best now may not work best down the line. It’s important to evaluate your current needs to evolve your current tech regularly.

Okay, but how?

• Consider what tech is working and what isn’t. Craft a process for introducing and training new programs and processes.

• Mystery shop your website (more on that below👇).

• Shadow your teammates. Like, don’t be a creep, but just watch them while they work for a day. Which tech are they utilizing most and why? Where do they think improvements can be made?

Pro tip – Get input from the teenagers and young adults you have in your circle. They live and breathe technology.

TOGETHER WITH ASOTU CON

It’s Like Group Hug with the Auto Industry

Dealers, OEMs, industry partners, and experts from beyond automotive are coming together for this engaging and collaborative event. 🤗

AUTOMOTIVE

Site Sleuthing

Throw on that totally inconspicuous trench coat and fedora cause it’s time to go mystery shopping! 🕵️

While it’s a tactic most often used to assess a dealership’s in-person sales, it’s also easy to adopt for the online car buying experience. Imagine you’re a potential customer visiting your website for the first time, and consider:

🌟 First Impressions —

When prospective customers visit your dealership’s website, their interaction with your brand starts. It’s no different from when they first step into the showroom. Ensure encounters are positive and engaging.

🔍 Evaluate:

• Your online chats are a big part of setting the tone. At a minimum, your “chat squad” should make customers feel welcome and valued. Even if they communicate by text, there are still opportunities to be friendly and approachable.

• Build on this by ensuring your team knows what your dealership sells, including how to respond to every potential question.

⏲️ Minimize Wait Periods —

People expect instant gratification, especially online. Long waiting times are a turnoff and an invitation to shop elsewhere.

🔍 Evaluate:

• Get a timer out to see how long it takes for you as an online shopper to receive an initial greeting from a live person (chatbots don’t count). See how the response times vary by time of day, day of the week, etc.

• Though your business likely isn’t open 24/7, having coverage during off-hours (especially in the late evenings) can yield big results.

🚀 Streamline Your Scheduling —

All the efforts to be responsive to online inquiries will fall flat if scheduling an appointment isn’t equally as smooth. Shoppers want an easy, low-pressure process for arranging a consultation or test drive.

🔍 Evaluate:

• Identify how many steps are required to set up an appointment and how long it takes. Is the effort straightforward and user-friendly, or are there too many hurdles?

• See what happens when you throw a wrench into the process by requesting a service appointment or a financial consultation.

🌐 Usability Matters —

Your dealership’s online car buying process is only as good as the website. A uniform customer experience builds trust and loyalty, but trends and customer preferences constantly change, so successful retailers must be agile to remain competitive.

🔍 Evaluate:

• Check that each step of the online car buying process is consistent. This includes ensuring the website design and navigation are uniform across pages, movements between functions seamless, and interactions with staff members helpful.

• Take inventory of what your website offers and what it’s lacking. Don’t be afraid to scope out the competition or look to other industries for inspiration.

CULTURE

Killer Kicks

On the heels of the Marge sneakers announced last year, adidas has revealed they are also featuring the head of the Simpson family with a pair highlighting his (arguably) most iconic moment — retreating into the bushes. An homage to the viral Homer meme that has circulated the internet for years, these shoes are perfect for anyone looking to moonwalk out of those awkward situations. 🍩🟡🌳 

Tyler, the Creator, the fashion-forward rapper and artist known for his distinctive style, is once again making waves with his latest sneaker collaboration. The GOLF le FLEUR x Converse "Digital Leopard" collection is set to release this summer, showcasing a unique digital leopard print cleverly concealing the word "FLEUR" within its bright, glitchy patterns. ⛳️🐆🌸

Vault by Vans is set to launch a playful, distressed "Lux Duct" pack. Inspired by 80’s skaters, this collection features styles adorned with everyone’s favorite fix-it-all, duct tape. 🛹🏁✂️

“I have sneakers that look just like these, and I’ll sell them to you for half of what Vans is charging. Message me!” -Kristi

Quick Hits

• Playstation pasta will finally make it acceptable to play with your food. 🎮

• The time users spend on Twitter doppelganger, Threads has already dropped over 50% (from 20 minutes to 8 minutes). 🪡

• Chipotle is testing out a robot-guac machine called the Autocado. 🥑

History

• 1850: Harvard Observatory takes the first photograph of a star, Vega. 🔭

• 1968: The Beatles' animated film "Yellow Submarine" premieres in London. 💛

• 1989: First test flight of a US stealth bomber. 💣