The Australian Car Market With Automotive Business Intelligence

Recent sales figures show that the Australian car market has recovered from the COVID-19 pandemic. While in some areas, demand for cars is outstripping supply, retail dealerships are facing a new challenge — Australians are increasingly going online to buy cars.

This reflects global trends where, according to this McKinsey report, less than a third of younger clients buy cars in person. 

To adapt to shifting customer expectations, dealerships are using automotive business intelligence and analytics to digitise both their offerings and optimise workflows. That’s because business intelligence tools give dealers insight into past performance while also helping them predict current and future business. 

There’s a lot to unpack here. Let’s start by exploring what it means to digitise your dealership.

What is a digital dealership?

Digital dealerships offer secure websites where customers can go through the entire sales process online. This includes virtual product walkarounds, consulting with sales representatives and signing contracts. 

While going digital helps you capture customers who want to buy online, your online storefront is a way of attracting ‘window shoppers’ who are researching which vehicle to buy. As they explore your offerings, you have the opportunity to convert them into hot leads. You can do this by providing free online consultations or getting their email addresses when they download your resources. 

Another benefit comes from integrating your website with Customer Relationship Management (CRM) software. As sophisticated CRM can track all your interactions with customers, you can personalise their digital experience by adding menu add-ons or recommending aftermarket products depending on their previous queries. 

All this can result in a frictionless sales process that gently pulls customers through each buying step, potentially leading to more sales for less effort. But to unlock these benefits, you need to update your processes to handle the needs of both your physical and digital deal pipelines.

What should your digital pipeline look like?

Building your digital pipeline is an opportunity to boost what your dealership is capable of while also improving customer experience. 

That piece about customer experience is vital, especially as 32% of customers stop dealing with a brand after only one bad experience — that’s according to this PWC study. For your customers, a bad experience might include having to answer the same questions multiple times as they speak with different dealership departments — either online or in the showroom. 

Imagine the following example; a customer spends weeks researching the car they want, using your website in the process. This customer then moves to the final buying stage. But it’s only then that they discover the car is unavailable. 

This misalignment is a common problem for traditional dealerships, where obscured pipelines may lead to one team altering a deal without informing your other departments. When refurbishing cars, for example, this can lead to a selling price being set without your salespeople knowing that an extra fix is needed. The result is that your price doesn’t reflect your costs.  

These scenarios can be avoided by using automotive business intelligence tools and data to align your teams, arm them with information and create a streamlined digital pipeline that eliminates customer frustrations. That means using business intelligence to accurately track your deals and inventory and develop real-time reports that can be shared with your departments. 

How automotive business intelligence helps dealerships 

By giving you a clear view of your dealership functions, business intelligence is crucial in digitising your offerings and building efficient deal pipelines. Here’s are some ways that dealerships benefit customer experience and deal management:

• Improved customer experience — use business intelligence to track how customers engage with your dealership. This data can be used to pinpoint and then reduce customer frustrations. For digital dealerships, this is key in developing a website that’s easy to navigate. 
• When paired with CRM, business intelligence can generate data on every customer touchpoint, along with past purchasing patterns. This helps sales teams predict customer needs and recognise future sales trends. 
• Deal pipelines — dealership analytics and reporting give you a 360-degree view of every deal. You can follow deals as they progress through each department and communicate changes throughout your dealerships. This ensures that every decision is based on current data and not assumptions.
• Deal and inventory data is necessary to update your digital channels and to ensure a smooth transition if digital prospects switch to in-person buyers. 

The benefit of business intelligence is that the more data you get, the more accurate your dealership reporting and analytics becomes. That means that over time, you can use this reporting to consistently increase dealership performance. And by monitoring customer engagement, you’ll be able to make changes according to shifts in consumer behaviour.

Stay Competitive With Automotive Business Intelligence

Adapting to the Australian car market

To adapt to the changing Australian market, dealerships need to expand their digital presence, offer top customer experiences and streamline their deal pipelines. Implementing business intelligence is the first step toward achieving these goals. 

At SalesLogs, we offer a business intelligence tool that has helped dealerships unlock better pipeline management and meet the expectations of customers.

Our business intelligence solution includes:

• Real-time inventory feeds for your whole fleet
• DataGrid — SalesLogs’ easy to learn and use data capture tool
• Communication tools that keep your departments in the loop with each transaction

Book a free demo to see how we can boost dealership performance.