Millennials have a tremendous effect on the marketplace, and businesses are changing rapidly to keep up and meet their needs. The automotive industry has been working to innovate both its products and its processes to win over this younger generation of consumers and offer the technology, efficiency, and transparency they demand in a changing marketplace.
For service departments, specifically, the changes are extremely pronounced, because millennials are accustomed to self-service, high-tech solutions, and fast turn-around times. This generation isn’t just changing the way things are done in the general marketplace; they are changing the way dealerships solve customer service and maintenance needs, as well as the ways in which they build relationships with potential future shoppers.
Tech Rules the World
Millennials are constantly connected, and they expect the businesses they interact with to be just as in tune with technology as they are. Whether it’s via smartphone, tablet, or desktop, they’re unlikely to be far from technology at any given time—which allows them to connect with anyone around the world in a split second, get answers to their questions immediately, and get product feedback simply by visiting their favorite social platforms. And dealerships are paying attention to millennial preferences, because by 2017, they’re expected to make up the largest online audience, as well as have more buying power, than any generation before them.
Bringing Them in for Service
Reports about millennial car shoppers indicated this generation was hesitant to purchase vehicles, but we’re learning many of these consumers are interested in buying. While many millennials lean on ride sharing and innovative transportation solutions, there are plenty who are interested in purchasing their own cars.
Their reluctance lies in returning to dealerships for routine maintenance and service, but there are several things your dealership can do to get these customers to stick with you even after their initial purchases. You’ll likely encounter some of the following with millennials; work on building relationships and earning trust, and you’ll end up with happy and loyal millennial shoppers:
Your dealership has an opportunity to appeal to the largest generation in the U.S., a generation that continues to grow and thrive. Millennials are not only inspiring change; they are driving change—and businesses that get to know them, work with them, and earn their trust will thrive. These consumers are smart, and they look at things a little differently. They’re looking for dealerships that can openly share information, give honest input, and pay attention to their needs. When you convince millennial consumers your dealership is different than all the rest—and when you show them you’re embracing the changes this generation is bringing—you’ll win business for your service department and for your dealership as a whole.
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