Pub. 4 2015-2016 Issue 2

22 San Diego Dealer Continued from page 20 • Include information about F&I on your dealership website. Doing their own f&i researchmakes consumers more likely to buy accord- ing to the 2015 Online Retail F&I Study by MakeMyDeal. • Millennials are prime customers for your CPO inventory, which can earn you more profit on the vehicle sale and turn into business for your service lane. Make sure you have robust CPO program details on your website that are easy to locate. 38% of Millennials Are Satisfied With Their Dealership Experience There are many opportunities to start building relationships with Millennials to overcome any negative perceptions. Start by working on their hot-button issues: transparency, trust and respect, and avoiding trying to sell a car or service they don’t want. 2 Nothing matters more to Millennials than authenticity, integrity and an ability to deliver them. Yet, they are open to new experiences and brands, and are interested in building relationships with them. 3 What You Can Do • Merchandise cars with multiple photos, video and descriptive comments • Avoid a sales pitch; instead, be a consultant who’s armed with answers • Be prepared to engage with them on their terms — text, email, chat — let them choose • Monitor your reputation— they’re checking you out everywhere Millennials Use Their Mobile Devices for the Entire Car Shopping Process 1 Millennials use their mobile device 2.5 times more often than non-Mil- lennials while shopping for a car, and use it to do everything from looking up car listings to finding pricing to reading consumer ratings and reviews. 1 They want instant gratification, and put a premium on simplicity, ease, efficiency and convenience in all their transactions. Moving them through the transaction is important in developing and maintaining a relationship with them. 4 What You Can Do • Ensure that your virtual dealership (your website) is open 24/7 • Understand that the variety of devices is going to increase expo- nentially and that Millennials will be using all of them • Don’t worry about customizing your website and car listings for every device. Yes, you want to make sure that shoppers have a good experience across devices, but that doesn’t necessarily mean investing in the development of special apps. Rather, work with your website vendor to make sure is easily viewable and searchable on mobile devices and focus on robust content and merchandising of your listings. 1 Source: Autotrader Audience Segmentation Study 2 Source: Morpace/Autotrader Dealership Experience Study 3 Source: Edelman “The 8095 Exchange” 4 Source: BCG Perspectives 5 Source: Population Reference Bureau 6 Source: Lynch 7 Source: Javelin Strategy & Research 8 Source: Autotrader Millennials Research Our easy-to-use software helps dealers manage their entire courtesy car business, from the customers to the loaner fleet to manufacturer reporting. The Global Value Leader in Loaner Fleet Management Software World Headquarters: 200 Mineral Springs Drive, Dover, NJ 07801 USA • 973.989.2423 • 800.304.5805 • sales@barsnet.com www.barsnet.com How are you managing your courtesy car business today? Interfaces with your Dealership Management System (CDK, Reynolds, DealerTrack, Auto/Mate), sharing customer information and saving hours of data entry. Over 125 reports give you instant data on your operation, including Reservations, Scheduled Maintenance, Fleet Utilization, and much more. Log reports display Customer, Courtesy Vehicle, Odometer Out and In, and Service Repair Order. Laser-printed Loaner Agreements feature all current legal Terms and Conditions. Provides audit trails for each loaner with the ability to bill to multiple entities, including warranty, body shop, insurance and customer. Bluebird’s Cloud-based software is cost-effective for loaner fleets as small as 5-10 vehicles. Not as well as you’d like? Then you need...