From Browsing to Buying: How a Digital Storefront Delivers the Ultimate Shopper Experience

To stay competitive and relevant in today’s digital retail world, dealers must adapt. As new technologies emerge and customer preferences change, dynamic dealers survive and the rest get left behind. It’s the natural evolution of industry, and it’s transforming the way dealers and shoppers do business.

Today’s forward-thinking dealers are turning their websites into digital storefronts that offer a complete online shopping experience for customers. This article will explore the best practices for your dealership to achieve this transformation and enhance your sales potential by addressing the following objectives: 

• What Is a Digital Storefront?
• It’s Not Enough to Just Have a Website
• Important Features of a Digital Storefront
• User-Friendly Website Design
• Parts, Accessories & Services
• Inventory Marketing
• Digital Showrooms
• Customer Reviews & Testimonials
• Dynamic Texting & Customer Support
• Online Payment Calculations & Financing Options
• e-Commerce Integration
• Buy Online, Pick Up In-Store
• Website Analytics
• Making the Switch to a Digital Storefront

What Is a Digital Storefront?

A digital storefront is more than a website. It’s a complete, one-stop shopping solution for your dealership and your shoppers. It’s specifically designed to replicate the experience of your physical dealership for selling units and related products. 

A digital storefront goes beyond the basics of an ordinary website to offer a more immersive and interactive online shopping experience for those interested in actually purchasing a unit, parts, accessories or services. While both websites and digital storefronts are online platforms, the key distinction lies in their primary purpose and functionality.

• Website: The functionality of a website ranges from simple informational browsing to engaging with various types of content. It may include interactive elements like contact forms, search features and multimedia content, but it may not necessarily support e-commerce transactions.
• Digital storefront: The primary function of a digital storefront is to identify qualified leads and facilitate online sales. It includes e-commerce tools, such as shopping carts, secure payment processing and order management to empower customers to make purchases directly from your site. The hallmark features of a digital storefront include:
  • Comprehensive product listings
  • e-Commerce integrations
  • High-quality inventory images and videos
  • Inventory management and marketing
  • Online appointment bookings
  • Online payment and financing options
  • Streamlined customer support

It’s Not Enough to Just Have a Website

There are several reasons modern dealers need to invest in a digital storefront. The first (and probably most important) reason is to expand sales opportunities. A digital storefront extends your dealership’s reach beyond your physical location. It allows you to tap into a larger customer base, attracting buyers who might not otherwise have been aware of your dealership or visited your physical showroom.

It also allows you to reduce the number of services you have to outsource. Instead of juggling multiple contracts and vendor relations, you can consolidate your digital operations under a small handful of vendors to manage your website, digital marketing, e-commerce process, inventory marketing and more.

On top of these obvious benefits to your dealership, your digital storefront allows you to better understand modern consumers and meet their high expectations. Never assume that modern e-commerce tactics are only for the younger generations of shoppers. Your digital storefront reflects the natural evolution of e-commerce, as these services continue to meet the needs of people all over the country. 

Simply put, modern consumers have grown accustomed to the convenience of online shopping. They expect seamless and comprehensive online experiences and are heavily influenced by brands like Amazon. They have adopted the modern consumer mindset that shopping should be easy—a matter of simply going online and ordering a new part or scheduling a service appointment without having to go to the dealership first. A few of these customer conveniences include: 

• Always-open dealership: Unlike your physical dealership, your digital storefront is open 24/7. This means shoppers can browse, research and make purchases at their convenience, even outside of regular business hours, leading to increased sales and customer satisfaction. Your digital showroom can detail product listings and invite website visitors to text your dealership, so shoppers can replicate the in-store experience online, no matter the time of day or night.
• Complete buying experience: A digital storefront also allows you to focus on the buying process, not just the process of gathering leads. If your website only focuses on lead generation and lacks the tools and features necessary to support the entire buying process, you risk losing potential customers to your competitors who may offer a more complete online experience.
• Expanded dealer appeal: Not all customers are the same, and their needs and preferences can vary widely. Some may prefer to research online and complete the purchase entirely through the website, while others may use the website for initial research and then visit the dealership in person. By focusing on the full buying process, you cater to a diverse range of consumer needs and preferences, ensuring that your dealership is accessible and accommodating to all.

Important Features of a Digital Storefront

Even if your dealership has a digital storefront that empowers customers to make online purchases, not all storefronts are built the same. Some appeal to modern shoppers better than others. Specifically, your customers are looking for the following user-friendly features in your digital storefront. 

User-Friendly Website Design

Your website should be designed to walk shoppers down the path to purchase. That means providing easy navigation options so shoppers can quickly find your units, parts and services, and locate the item or service they want. You should also let customers know how to get in touch with your dealership and schedule an appointment online. This is especially important for optimizing dealership traffic, especially during more demanding sales seasons. A user-friendly storefront allows your shoppers to accomplish most of what they need on your website without having to bog down busy times at the dealership. 

Complying with Manufacturer Policies

Many manufacturers have heavy website requirements for dealers who carry their brands, including having a high-quality website. These can include requirements for displaying certain promotions, spec data and MAP policies. Working with a website vendor who understands these requirements can help you ensure your digital storefront is up to code and that you’re protected from any violations that could result in costly fines.

Calls to Action

Consider the efficacy of the calls-to-action on your website and whether they empower shoppers to take actionable steps that clearly demonstrate their interest levels. Relying on calls-to-action like “Contact Us” or “Request a Quote” won’t lead shoppers toward the next step along the path to purchase. For cold or lukewarm leads, these types of calls to action likely won’t result in a conversion. At best, they may lead to an influx of leads and make it more difficult for your team to follow up with every contact request, resulting in multiple unopened leads each month. 

That’s not to say you shouldn’t include these types of CTAs, but you should always provide shoppers with follow-up steps to keep them moving down the funnel while they wait for your reply. Include prompts for shoppers to value their trade-in, submit a finance application, calculate a monthly payment and schedule a test drive. These are indicative of a low-funnel lead with a high likelihood of conversion.

Detailed Product Listings

Detailed product listings are the fuel that powers the online sales engine. They provide customers with the information they need to make confident decisions and build trust in your dealership. Today's customers expect more than just a glimpse of the unit, part or accessory they want to purchase. They crave detailed information and an immersive experience.

Consider the user experience on popular e-commerce websites—every individual product has a description with lots of detailed information. Shoppers can also filter by product features and preferences, while also viewing related inventory. Your digital storefront should include similarly detailed product listings for each unit and product in your inventory, with the following information:

• Technical specifications: List every technical detail, from engine type to horsepower and torque. Include information on any unique features or technology.
• Availability & inventory status: Let shoppers know if the vehicle is in stock or if it's a special order. Highlight any limited time offers or promotions.
• Accessories & upgrades: Suggest compatible accessories, gear or upgrades that can enhance the buyer’s experience. This cross-selling tactic can increase sales and customer satisfaction.
• Maintenance & service recommendations: Provide information on recommended maintenance schedules and service intervals. Shoppers appreciate knowing how to take care of their investment, and it subtly plants the image in their mind of your dealership as a service center.
• Comparison tools: Offer tools that allow customers to compare multiple products side by side. This helps customers evaluate their options more easily.

Parts, Accessories & Services Information 

In the digital age, shoppers expect to find everything they need in one place. They don’t want to call or travel to the dealership to ask questions or learn about products if they don’t have to. Yesterday’s phone calls are today’s quick online searches. If a shopper needs a part, they want to order it online. If a shopper needs a service, they want to be confident that the dealer provides that service and delivers good quality. In other words, shoppers who visit your website want to read third-party customer reviews. Displaying parts, accessories, services and related reviews on your website offers customers a one-stop shop, saving them time and effort.

In addition to giving your customers what they want, your dealership can benefit by offering upsell opportunities. For example, if someone is browsing for a new exhaust system, you can suggest complementary products like a performance air filter or a tuning service. Your parts and accessories listings should include compatibility information, ensuring that shoppers select products that are compatible with their specific unit. This eliminates the uncertainty and potential hassle of purchasing items that may not fit or work as intended. 

When it comes to service, shoppers want to gauge what they can expect. For service listings, such as maintenance and repair services, provide detailed information about the scope of services, pricing, estimated completion time and the overall experience that shoppers can expect from your service department. Listings for services reassure shoppers that your dealership is equipped to handle their needs. This kind of clear service availability information and the option to schedule appointments online can make shoppers more confident in your dealership's ability to provide timely support.

Creating a single stop for all customer needs keeps customers coming back for more business. After all, you don’t want your shoppers to buy from you and then go to another business, like an auto shop, for service. Communicate with shoppers that your dealership offers everything they need for inventory, PG&A and services. By offering your customers a full lineup of parts, accessories, services and reviews, you can turn buyers into repeat customers and eventually sell them on another large purchase later down the road.

Inventory Marketing

Inventory marketing, the process of displaying and advertising your inventory listings on your website and third-party marketplaces, is a great way to engage customers and increase sales. But keeping product listings up to date and accurate requires meticulous management. 

It means constantly adding new arrivals and removing sold items in real-time. Choosing an inventory management system that seamlessly integrates with your e-commerce platform allows you to automate this process, updating your inventory levels when a purchase is made and preventing discrepancies.

If you’re in the market for a new DMS provider, choose one that can integrate with your inventory module and your website’s e-commerce platform. Typically, when dealers partner with an e-commerce vendor, the vendor provides a lot of data up front, but if the dealer wants to add their own information, they have to do so manually. 

Using a DMS that can integrate with your inventory and online sales process results in one single solution for units, parts, and services. This means no extra manual effort is required from you to update inventory listings and product availability each time a piece of inventory is sold.

Digital Showrooms

As more consumers turn to the internet for their shopping needs, it's becoming increasingly essential to embrace the digital showroom. As you showcase your inventory to your customers, go beyond the basics of a website to offer a more immersive experience.

Instead of static images and text descriptions, offer shoppers an interactive experience that closely replicates the feeling of being in at your physical dealership. Implement the following best practices when presenting your digital showroom:

• Include high-quality images and videos of your inventory to captivate your audience, allowing potential customers to explore the details, features and aesthetics of each unit from the comfort of their homes, any time of day or night. 
• Invest in professional photography and videography to capture your units from every angle and showcase their features effectively. The foundation of a compelling digital showroom is high-quality visuals. 
• Include images and videos that show the unit from various angles. 
• Highlight key features, design elements and any unique selling points. Zoom in on specific features and details, such as the engine, suspension, dashboard and interior. 
• Provide close-up shots and videos to help potential buyers inspect the unit thoroughly.
• Ensure consistent lighting. This is crucial for showcasing units accurately. Use proper lighting equipment to eliminate shadows and ensure that colors appear true to life.
• Optimize for fast loading. Large, high-resolution images and videos can slow down your website. Optimize media files for fast loading times without compromising quality. Use responsive design to ensure they adapt to different screen sizes.
• Provide descriptive captions and information. Each image or video should be accompanied by descriptive captions and relevant information. Include specifications, pricing and any unique selling points to help customers make informed decisions.
• Use SEO to make your inventory images searchableon the web, including the following SEO strategies:
  • Give your image files descriptive and keyword-rich names. Avoid generic names like "IMG_12345.jpg." Instead, use names that reflect the product, such as "2023-Honda-CBR1000RR-Red.jpg."
  • Use alt text to provide a brief description of the image's content and to help search engines understand what the image is about. This will improve the chances of appearing in image search results. Be sure to include relevant keywords while keeping text concise and descriptive. 
  • Ensure that thumbnail images are properly sized and optimized. Thumbnails are often used in search results and category pages, so they should load quickly and be visually appealing.
• Organize your images and videos into user-friendly galleries and implement features like zoom and autoplay for videos. This allows shoppers to navigate easily between different vehicles and media types. 
• Make sure that your images and videos are optimized for mobile devices. Test how they appear and function on smartphones and tablets to provide a seamless experience for mobile users.
• Include full-spin images. 360-degree images provide a dynamic and interactive view of units, allowing potential buyers to examine them from every angle. When using full-spin images, remember the following:
  • Use a high-resolution digital camera or a smartphone with a good camera.
  • Consider purchasing an application designed for 360-degree photography. This will ensure consistent rotation and precise image capture.
  • Set up your photography area in a well-lit space with even lighting. Natural light can work well, but you may need additional lighting equipment for consistent results.
  • Use a neutral, non-distracting background that won't draw attention away from the unit.
• Keep your digital showroom fresh by regularly updating images and videos as new inventory arrives. Remove or update listings for sold vehicles promptly.

Customer Reviews & Testimonials

Displaying customer reviews and testimonials effectively on your digital storefront can build trust, credibility and confidence in your dealership. But customer reviews should include more than just generic praise. Encourage customers to provide specific details about their experience, such as the unit model or part they purchased, the buying process and any standout features. 

While it's tempting to showcase only positive reviews, it's essential to maintain authenticity. Include both positive and negative reviews and respond professionally to all reviews. Select standout quotes from positive reviews and prominently display them on your homepage or key landing pages. These snippets should be concise and capture the essence of customer satisfaction. 

Offer the option for your team to respond to reviews, both positive and negative. Responding to negative reviews with professionalism and a commitment to addressing concerns can also demonstrate excellent customer service. Podium found that 56% of consumers have changed their perspective on a business based on the response to their review.

If you’re stretched too thin to stay on top of review responses or add new reviews to your website, consider using a review management tool to automatically integrate reviews on third-party platforms with your website.

Dynamic Texting & Customer Support

Offering a dynamic texting service and providing excellent online customer support is key to engaging potential buyers, answering their questions and ultimately driving sales. MailChimp reports that 45% of consumers will respond to marketing text messages. But you have to be responsive. It’s critical to ensure fast response times, otherwise texting could end up being more of a burden for your customers. 

Aim to respond to text messages within 24 hours or less. Implement automated messages if you're not able to acknowledge the customer's query within a matter of hours. Because you can’t offer round-the-clock texting, it’s important to clearly communicate your available hours and establish automated responses to frequently asked questions to appease shoppers who contact you outside of business hours or during busy periods.

Train your team to maintain a consistent standard for texting shoppers, including the following best practices: 

• Equip your customer support team with comprehensive product knowledge and customer service skills. 
• Ensure they are well-trained to handle common inquiries and can provide accurate information about units, financing options, promotions and more.
• Develop a library of pre-written responses for frequently asked questions. This allows your team to provide consistent and timely answers, while reducing response times.
• Offer multiple ways for shoppers to interact. Some will still want to call you directly, but many want to send a quick text to verify your store hours and confirm you offer the unit or part they want.

Online Payment Calculations

Many dealers are hesitant to show pricing on their websites for fear that it will chase away shoppers or give competitors an edge. However, if shoppers have to drive all the way to your dealership just to find a price, it wastes time for you and your customers, and it’s probably not going to result in a quality interaction. It’s frustrating for shoppers because they have to go out of their way to learn that a product they want is far outside their budget. You also waste your time and resources interacting with upper funnel leads who aren’t ready to make a purchase.

It’s true that sometimes manufacturers have strict policies about displaying pricing for their lineups. This puts you in a tough position because you can’t drop the website price below a certain point, without risking a policy violation. That means you can’t always offer online customers the same great deals you might offer at the dealership. Still, you can try to simplify the buying process for every shopper. 

Start off on the right foot with the shopper by delivering the information they need to make a purchase and by communicating the value of your inventory. Even if you have to follow manufacturer regulations for pricing that prevents you from displaying online discounts, you still have the opportunity to negotiate with interested shoppers. Once the shopper visits the dealership, you can offer an even better deal on the unit in person.

An online payment calculation tool is another great way to help shoppers feel that the price is both fair and affordable. It can help potential customers estimate the cost of purchasing a unit or related product, including giving them the ability to see monthly payments and financing options.

When implementing a payment calculation tool, provide fields for key variables such as the purchase price, down payment amount, interest rate, loan term and any additional fees or taxes. The more comprehensive the inputs, the more accurate the estimate. After users receive their estimate, provide links or information about financing options, such as different lenders or in-house financing programs.

Financing Options

As you know, many of your customers rely on financing options. Offering online financing tools in connection with a payment calculator on your website can be a game-changer. If a shopper has to go from the dealership to the bank and back to secure financing, you’re introducing a lot of extra steps and increasing your chances of losing the lead. 

Providing information about financing plans, interest rates and monthly payment estimations lets you move beyond gathering leads. It lets your leads self-qualify on your website. Financing services also allow shoppers to show they have good credit and that they’re approved for a loan. This is especially important for dealers offering wholesale unit BOPIS – the shopper can secure financing and place the purchase on the website.

In short, having a financing tool on your website is a great way to identify qualified buyers – a finance submission automatically shows a lead is ready to buy. Collaborate with financing partners to streamline the approval process and make it as convenient as possible for your customers.

e-Commerce Integration

To transform your website into a true digital storefront, it's essential to integrate e-commerce functionality. Utilize reputable e-commerce platforms that offer secure payment processing, inventory management and order tracking. And, be sure to implement a robust search function with filters and sorting options to help shoppers quickly find the products they're interested in.

To reduce cart abandonment rates and enhance the overall shopping experience, implement user-friendly shopping carts and a seamless checkout process. Always allow buyers to save their shipping and billing information for future purchases.

You can let your customers know that security is a priority for you by integrating secure payment gateways such as PayPal, Stripe or other trusted providers. Ensure that customer payment information is encrypted and protected, invest in SSL certificates to secure customer data during transactions and display trust seals and badges to reassure customers of the safety of their information.

Buy Online, Pick Up In-Store (BOPIS)

Buy online, pick up in-store (BOPIS) is a retail strategy that enables customers to make online orders and retrieve their purchases at your physical store location. This approach has gained significant popularity in recent years, benefiting both customers and dealers in the following ways: 

• Shopper convenience: By offering a BOPIS service, you give customers the flexibility to shop inventory from the comfort of their homes or while on the move, eliminating the need for time-consuming in-store visits.
• Greater availability: For customers who have traditional 9-5 work hours, visiting your physical store during the week can be challenging. BOPIS allows these individuals to place orders for units, parts and accessories outside of your dealership's operating hours and pick them up over the weekend. This way, they can rest assured that the desired product will remain available until they’re able to come get it.
• Fewer lost leads: Especially during peak seasons when you’re stretched thin and can’t answer every phone call or follow up with every website lead, you can provide instructions on your voicemail and on your website for shoppers to make a purchase online and arrange in-store pickups. When shoppers click on a product listing on your site, they can check if the item is eligible for in-store pickup and see the estimated availability timeframe. Once an online order is placed, customers can receive email notifications detailing the order's status and instructions on where and how to retrieve the product at your store.

Website Analytics

Tracking tools, including web analytics, provide valuable data and insights to help you optimize your website operations and enhance the customer experience. They can also give you greater insight into your customers’ behavior in the following ways: 

• Visitor traffic: Tracking tools provide data on the number of visitors to your website, where they come from and what pages they visit. This can help you to see which products are most popular and which pages are frequently accessed.
• User flow: These tools can help you visualize the path visitors take through your website. You can see where users drop off or abandon your site, highlighting areas that may need improvement in terms of user experience.
• Conversion rates: These tools help you track the percentage of visitors who complete desired actions, such as making a purchase, submitting a finance application or requesting more information. They can also help you identify conversion bottlenecks.
• Customer support: Tracking tools can help you identify common customer issues or questions, so you can proactively address these concerns through improved website content or by offering real-time support through texting or FAQ sections.
• Call tracking: These tools can help you know why shoppers are calling your dealership and the most popular call times, so you can identify trends and better understand the needs of your customer base.

By leveraging the power of analytics, you can make informed decisions that lead to increased sales, customer satisfaction and greater competitiveness in your market.

Making the Switch to a Digital Storefront

The dealership industry is evolving, and dealers must adapt to the changing landscape by turning their websites into digital storefronts that deliver a complete online shopping experience. By implementing features that empower shoppers to complete the path to purchase, such as comprehensive product listings, e-commerce integration, financing options and digital showrooms, you can drive sales and stay competitive in the digital age. Embrace these best practices and your dealership will be well-positioned for success in the evolving digital market.

If your website doesn’t deliver the functionality that your shoppers need to confidently progress through the buying journey, consider working with a website vendor who understands the challenges within your industry and can identify digital solutions to improve your website operations.