Trust isn’t just built in person—it’s fostered online. For recreation dealerships, this means one critical thing: your online inventory needs to be as transparent and detailed as possible. Customers expect to conduct thorough research online before making any purchasing decision, and transparent pricing and detailed information are crucial components of this experience.
Why Detailed Inventory Information Matters
In a 2019 consumer survey, 69% of users abandoned product pages with insufficient information or details (Salsify). This statistic underscores the importance of not just listing your inventory online but doing so in a way that meets, if not exceeds, customer expectations.
The Benefits of Being Transparent
Builds Trust
When customers can clearly see what they’re getting, they’re more likely to trust your dealership. Transparency in your inventory listings shows that you have nothing to hide and are confident in the quality of your products.
Enhances Customer Experience
Providing detailed information and transparent pricing improves the overall customer experience. It saves them time and effort, making it easier for them to make informed decisions.
Reduces Time-to-Sale
When potential buyers have all the information they need upfront, they’re more likely to move quickly through the sales funnel, reducing the time it takes to close a deal.
Step 1: Assess Your Current Listings
Before you can improve, you need to understand where you currently stand. Review your existing online inventory listings and identify gaps in information and quality.
Inventory integrations that work with your website and DMS can make this process simple and instantaneous.
Step 2: Invest in High-Quality Imagery
Make sure each product listing includes multiple high-resolution photos. Consider using 360-degree spins and videos to give customers a comprehensive view of your products. Enhance your digital customer’s experience by letting them “see” your online inventory as if they were on your physical showroom floor.
Step 3: Detail Every Specification
From technical specifications to unique features, include all relevant details. The more information you provide, the fewer questions your customers will have, and the more confident they will feel about their purchase.
Whenever possible, use manufacturer supplied details and specs to ensure the most accurate information.
Step 4: Be Transparent with Pricing
Clearly list the prices for each item, including any additional fees or charges. If possible, provide options for financing and highlight any promotional deals.
Be sure to include any current sales, promotions or discounts available to your customers. Offering buyer enablement tools like interactive finance calculators can also help foster trust. Allowing customers to see estimated monthly payments or a summary of how much they could save can make a big impact on their buying decision.
Step 5: Optimize for Mobile
Ensure that your inventory listings are easily accessible and navigable on mobile devices. A significant portion of your audience will be browsing on their phones, and a seamless mobile experience is crucial.
Step 6: Use Strategic Calls to Action
Drive conversions through strategically-worded calls to action. What is your customer’s next step? Do you want them to call the dealership? Do they need to fill out a form? Should they schedule a sales appointment? Apply for financing? Make sure the appropriate prompts are prominent and easy to find for your website visitors.
Remember that every consumer shops differently – so include multiple calls to action to capture as many shopping preferences as possible. For instance, some shoppers are ready to buy faster than others. A prompt to apply for financing will be greatly appreciated by those ready to move forward. However, some shoppers want to speak with sales and ask questions before they want to settle on a particular unit or dealership. Make sure you give them an opportunity to call now. And different still, some shoppers don’t want any contact from dealers, but they may prefer signing up for email alerts.
Provide more than one call to action to capture as many different consumer preferences, or stages of the buying process as possible.
Building Trust Fosters Loyalty
Building trust starts with transparency. Providing detailed and transparent inventory information online is not just a nice-to-have; it’s a necessity. By following these steps, you can enhance your customer experience, foster customer loyalty and ultimately, drive more sales.