According to a recent study by S&P Global Mobility, one-in-four customers have zero clue about connected services.
The research underscores the potential for dealers to amplify customer loyalty and bolster profits by leveraging those lonely subscription services. Here’s how:
💃 Flaunt What Ya Got 🕺
Subscription services have emerged as a magnet for consumers who desire novel features and cutting-edge technology, with 82% saying they would definitely or likely consider subscription-based services on a future new vehicle purchase. So, be sure to flaunt your offerings!
🤓 Education Accelerates Exposure 🤓
Improving awareness and education at point-of-sale will be clutch for category growth. The largest demographic unaware of connected car services fell into the female and older segments, so there alone lies a massive opportunity for new adopters.
🪝 Exposure Accelerates Adoption 🪝
Customers who experience connected services in-vehicle during trials are hooked with 45% of users experiencing those services at the dealership for the first time. Activating these services within the dealership setting significantly increases the likelihood of converting first-time users into long-term subscribers.
🎶 Pitch Perfect 🎶
Remember, not all offerings are created equal. For example, you may not want to push your customer for heated seats in Florida. Tailoring your suggestions based on regional and personal preferences can help your customer feel connected and understood, but be careful not to make too many assumptions. When in doubt, offer it all and let them pick their pleasure!
🔒 Consumer Confidence 🔒
Customers want the perks but are cautious about their data and privacy, especially regarding features like driver-assist systems and car cams. Earning consumer trust will demand honesty, transparency, and meticulous data handling.
🆓 Everyone’s Favorite Price 🆓
Offering free trials is the ultimate secret sauce. An overwhelming 82% who underwent a complimentary trial expressed an openness to future subscription-based offerings. As is true for most products, “The best way to expose consumers to anything is to offer it for free."