Keeping up with the brands, and driving for all-round innovation
Google prides itself on offering its staff some of the coolest and innovative workplace facilities in the world. They are the seen as one of the coolest companies to work for, and it has to be said that they produce some pretty cutting-edge products.
Have you ever wondered why they are so successful in everything they get involved with? The word is innovation. Google is a company that cultivates and celebrates innovation at all levels. If you look at Google’s offices, you think ‘innovation’. If you look at their products you think ‘innovation’.
The motor industry also thrives on innovation. The creative engineering and design work that is involved in creating the very best driving experience breeds successful car launch after successful car launch. But, is there the same rounded culture though, like we see with Google?
For some, perhaps not.
Today, you may well buy a car and engage with your local car dealership in the same way your parents and grandparents did. There’s often little excitement in it, and more often than not, it seems more like a chore than an enjoyable activity. There’s nothing wrong with a bit of old-fashioned, vintage buying experience, but dealerships, particularly on a local level, must keep up with the innovative brands that they sell.
Every day, new ways of interacting with technology are being developed by retailers in order to maintain the success of the business. In this day and age, it’s better to set the standards yourself than having to struggle trying to keep up with them.
So how can dealerships bridge this gap that exists in this particular sector of the industry? Well, for a start, people today are technology-dependant, so any evolution of the dealership must involve clever use of smartphones and the latest developments in mobile and digital technology. How are people going to buy cars in the near future? Just look at how people get what they need today. Digital shopping is here. The high street isn’t changing; it’s changed. Just look at Jessops, HMV and Blockbuster.
Dealerships can make the most of social media and email marketing in order to reach new clients. Shoppers are internet-enabled and smart-phone savvy, and will use these to compare prices and get the best deals.
Digital magazines that can be accessed on a smartphone or a tablet like the iPad, at any moment and any time, can provide clients with all the information they need to make a decision in the comfort of their own home, comfy and cosy.
These three tools combined should provide a powerful advantage. Is your business culture innovative compared to your peers?
Are dealerships ready to set the standards, or will they continue trying to keep up with industry leaders?
Click here to download the iDealership guide to creating bespoke digital magazines for car dealerships. You can also look at some of the brands and dealerships (Volvo, Jaguar, Land Rover and Lexus) that we work with.