In today’s omnichannel world, vehicle shopping experiences across channels blend into one another, allowing shoppers easy access to information and choices with just a few clicks. The 24-hour convenience, endless selection, easy price comparisons, online pricing and simplified delivery models have caused a a great deal of change in the automotive market.
When shopping online, potential buyers have to imagine what visceral vehicle experiences will be like using the information they get on a screen. They have to envision what driving the vehicle will be like before they ever see, touch, or hear it.
Dealerships that project what the real-world experience with their vehicles will be like through their vehicle descriptions are the most successful at communicating with their online shoppers and providing an exceptional customer experience. With engaging and educational content, dealerships can showcase vehicle value in a way they never could before.
Narrative storytelling with a customer-centric perspective (instead of a vehicle-centric one) helps the shopper imagine what it would be like to have a vehicle in “real life.” Storytelling can depict the power and utility of a vehicle in (almost) living color. Even beyond the features and benefits of a vehicle, shoppers can conceptualize owning the vehicle within the context of their day-to-day lives.
The brands that have the most effective online product content create environments around vehicles that “feel” real even if the shopper is only experiencing it through a screen.
A dealership’s vehicle descriptions can play a dominant role in the customer’s path to purchase by giving them the critical information that will help shoppers make buying decisions. It is imperative for dealerships to maximize the opportunity to engage customers by providing detailed product information that answers their questions and helps buyers visualize using their vehicles in a tangible, authentic way.