Car dealerships thrive from walk-in buyers who have done their research and are ready to close on a deal. In the winter, however, your customers are less eager to brave the cold weather to visit in person. Winter notoriously lowers foot traffic in all but the most concentrated shopping locations, and many will put off buying a car until warmer months.
How can you improve foot traffic reduced by winter conditions? We can suggest a few clever strategies that will appeal to your winter customers.
Winter-Specific Promotions
Create promotional events for your dealership and offer discounts during the winter season. Let your customers know that they have something special to gain if they choose to brave the weather to visit your dealership. This may include a series of late fall to early spring holiday sales (ex: Thanksgiving to Valentine's Day) as well as all-season cold weather specials.
Don't forget to showcase your cozy interiors with coffee, heated offices, and hot cocoa to let walk-in customers know that the deal-making will be comfortably catered away from the chilly car lot. Deck the halls with cheerful holiday decorations and prepare a few package details that make it easier to buy a car that may be a gift - either gift for someone else or a personal holiday treat.
Online Engagement Strategies
Enhance your online selling and engagement strategies. Many people resort to online shopping in the winter months, especially as we become a more digital and e-commerce-focused society.
Build up your dealership's online presence and create an engaging website experience for customers. Virtual tours, live chats with car salespersons, and even video consultations will encourage customers to engage remotely when visiting in person is an icy and daunting challenge.
Winter Vehicle Showcases
For customers worried about braving icy roads, spotlight your vehicles that are equipped for winter conditions. Showcase features that make them suitable for the season and sell vehicles kitted out for cold weather, including snow-capable tires, and winter-formula oil and wiper fluid. This encourages walk-in customers who need a winter-ready car to drive off the lot with confidence. Emphasize safety features like all-wheel drive and winter-ready accessories that winter season customers will have a direct appreciation for.
Sponsor Winter Groups and Charities
Around the holiday season, customers love a local business with deep roots in the community. Become a donation box location for local charities. Get together with your financial partners to fund a local charity when customers buy cars or add-ons. Consider sponsoring groups from local schools and children's activity clubs (scouts, sports teams, choirs, etc) and become a known location among local parents. This will increase organic foot traffic to your location which can blossom into sales opportunities.
Leverage Social Media
Social media is a great place to build community awareness and enthusiasm online and stir up walk-in customers. Use social media platforms to share engaging content related to winter driving. Broadcast safety tips, winter maintenance, and dealership updates. You can keep in touch with your audience and create a sense of community by connecting with customers in their own social spaces. Encourage customers to share their personal winter experiences with the dealership.
Enliven Your Dealerships Winter Foot Traffic with Vanguard Dealer Services
Most dealerships see a drop in winter foot traffic, but there are many ways to boost winter sales and stay connected to your community. Find more dealership strategies with Vanguard Dealer Services. Contact us today.
