Back

How to Make Your Digital Showroom as Top-Notch as Your Physical Store

Oct. 12 2023 Dealership Tips By Dealer Spike

Share

Your online showroom plays a pivotal role in attracting and engaging shoppers. A good website can give shoppers an experience that’s similar to your physical showroom and convince them to stay in your sales funnel. But if your website doesn’t deliver the information your shoppers expect, they’ll move on to the next website before you even realized they were there. 

A digital showroom has several advantages over a traditional brick-and-mortar store. Your digital showroom is accessible 24/7, accommodating the diverse schedules of potential buyers and allowing them to browse your inventory, compare models and gather information at their convenience. Still, many shoppers want to get a better, more realistic feel for your inventory and experience the thrill of in-person shopping that an ordinary, run-of-the mill retail website may not provide.

This article will explore digital showroom best practices to help you optimize your website images and enhance your digital storefront with an online showroom that matches the appeal of your brick-and-mortar store. It will cover the following topics to help you improve your digital showroom experience: 

  • High-quality images 
  • Full-spin images 
  • Sales pricing 
  • Consistent branding 
  • Videos 
  • Online advertising 
  • Overcoming resource limitations 


Best Practices for Your Digital Showroom

Implement the following best practices to add appeal to your digital showroom and engage online shoppers, as well as those who may rather visit a traditional showroom setting.

High-Quality Images 

The human brain can process images 60,000 times faster than text. Besides being able to communicate just about everything your inventory offers in a single view, high-quality images are simply fun to see. Shoppers want the experience of your showroom when browsing inventory online. They also tend to be relatively impatient creatures, and don’t want to feel like their time is being wasted. In fact, they’re likely to bypass an inventory listing altogether if it doesn’t include any photos. And can you really blame them? As a consumer, would you peruse a product online without pictures? 

To capture potential customers’ attention, post original images of your units, not stock images, and ensure that each image is an optimal size and resolution for online viewing. Large, high-resolution images allow shoppers to zoom in for a closer look without sacrificing image quality. This is particularly important when highlighting small details and features.

Be sure to provide a comprehensive view of each unit by capturing images from multiple angles. This helps shoppers get a 360-degree understanding of the vehicle's design and features. Include shots of the front, back, sides, and any unique angles that showcase the unit's personality. In addition to wide-angle views, be sure to capture close-ups of key features, intricate designs, and any unique selling points. Zoom in on the engine, suspension, and other components to give shoppers a closer look at the craftsmanship and quality of each unit.

Beyond the conversation of best practices, many manufacturers require that dealers showcase original images of the unit to maintain brand standards. Regardless of manufacturer recommendations or requirements, providing original, high-quality images for each listing will keep your online showroom consistent and engaging, and keep potential customers captivated throughout the shopping process. 

Full-Spin Images 

Even though most shoppers prefer to browse online, they still want to feel as though they’re standing right there on your showroom floor. Consider incorporating 360-degree photography technology to create interactive, full-spin images and give potential customers a more immersive experience. This technology allows users to control the rotation, giving them a virtual hands-on experience. As much as 56% of shoppers could be convinced to buy a vehicle from a 360-degree video without a test drive, according to Think with Google. 

You can enhance the user experience by allowing zoom functionality on your full-spin images. This enables potential buyers to zoom in on specific details, such as engine components, decals or any unique features that set your units apart. Highlight key specifications, features and benefits. If you’re a Dealer Spike customer enrolled in our DealerPic360 tool, be sure to review our “DealerPic360 User Guide,” which walks you through the process of capturing and uploading 360° images of your inventory. Click here to learn more. 

Consistent Branding 

The many benefits of including inventory images on your website cannot be overstated, but when images are haphazardly placed on your website with no rhyme or reason, at some point they become distracting and can detract from the overall experience. 

As you manage the look and layout of your digital showroom, maintain consistent branding across all your inventory images. Use watermarks or overlays with your dealership's logo to reinforce your brand identity. This consistent branding will help to ensure a quality shopping experience and build brand recognition and trust with potential buyers. 

Videos 

Shoppers love viewing videos. In fact, product videos in particular have taken on a life of their own, spawning an entire industry and launching careers for thousands of influencers online. If a shopper is interested in a particular product or unit, they’re going to search out videos to learn more information and get up close and personal with the products themselves. You might as well be the one to provide them. 

Create detailed walkaround videos for each vehicle in your inventory. Highlight key components, explain features and demonstrate how to operate different functionalities. This provides potential buyers with an in-depth understanding of the vehicle's capabilities. 

Place your inventory videos strategically on your website. Feature them prominently on your vehicle detail pages, homepage, or a dedicated video gallery. A well-integrated video strategy encourages visitors to stay on your site longer, increasing the likelihood of conversions. 

While you have your shoppers’ attention and their interest is high, encourage them to take the next step. Include clear and compelling calls-to-action within your video message or in a well-placed CTA button nearby. Directing viewers on the next steps, whether it's scheduling a test ride or exploring financing options, can keep shoppers moving down the path to purchase.  

Of course, you can find an even larger audience by repurposing your videos and posting them on YouTube, where they can be seen by numerous potential customers. Traffic from online videos makes up an astounding 82% of all global web traffic. 

Sales Pricing 

When a shopper visits your dealership, your sales team is going to present them with the best possible price to seal the deal. Your online shoppers should enjoy a similar experience. Implementing dynamic pricing strategies can help you stay competitive and responsive to market changes. Periodic promotions, seasonal discounts or limited time offers can create a sense of urgency and drive immediate action from potential buyers.

If you’re a Dealer Spike customer, you can access the Inventory Manager page to include a sales price to specific inventory listings. Click here to learn how. Integrate financing information alongside the sales prices to provide a comprehensive overview of the costs involved. Include monthly payment estimates and any special financing offers available. 

Online Advertising 

As consumers increasingly turn to the digital realm to research and purchase powersports and recreation vehicles, effective online advertising can be the turbo boost your dealership needs. Depending on your dealership’s marketing budget, you can choose a number of free and cost-effective strategies to expand the reach of your digital showroom, including the following.  

  • Incorporate your website in your offline advertisements. Add your website information to your offline advertisements, such as billboards, store signs, business cards and voicemail message. 
  • Update your Google Business Profile (GBP).Claim and optimize your Google Business Profile. Ensure that all information, including contact details, business hours and location, is up to date and accurate. Choose a captivating cover photo that represents your dealership and sets the tone for your shoppers’ experience. You can also transform your GBP into a virtual showroom by uploading high-resolution images of your inventory. Be sure to include various angles, close-ups of unique features and shots that capture the essence of each vehicle. High-quality visuals enhance the shopper’s online experience and can influence their purchasing decision. 
  • Add alt tags to images. Google’s search engine results pages (SERPs) have become increasingly visual. In fact, 60% of consumers are more likely to click on local search results that include good images, per Bright Local. Alt tags (short for alternative text) allow search engines to understand the contents of your images and determine whether they fit the intent of a shopper’s online search. They play a crucial role in improving SEO and ensuring that your inventory stands out in local search results. 
  • Use location-based keywords. For local search optimization, integrate location-based keywords into your alt tags. This will help search engines understand the geographical relevance of your dealership. For instance, you might use the following keywords to help a search engine identify your location: "Suzuki QuadSport Z50 ATV in Denver, CO." 
  • Take advantage of targeted ad campaigns.Tailor your online advertising campaigns to reach the right audience. Identify specific demographics, interests and online behaviors of your target market to ensure that your ads are seen by those most likely to convert into customers. Again, use high-quality, captivating visuals that showcase the appeal of your units, including action shots, lifestyle images and close-ups of key features.
  • Implement retargeting strategies to re-engage visitors who have previously interacted with your website. If a potential customer views a specific powersports vehicle on your site but doesn't make a purchase, retargeting ads can remind them of the product and encourage them to return and convert. Retargeted leads are 70% more likely to convert, according to Invesp.
  • Deliver personalized inventory views to shoppers. Web tracking tools can capture which inventory listings a shopper views. When the shopper returns to your site for another look, they can be greeted with a pop-up directing them back to the same listing(s) to continue their research, thus personalizing and streamlining their shopping experience. 
  • Tailor your advertising efforts to specific geographic locations. Consumers often prefer to shop locally for convenience, though many are willing to travel farther if they can see from your website that you offer the unit they want. Use location-based targeting to reach potential customers in your dealership's vicinity, maximizing the chances of converting online interest into in-person visits.


Overcoming Resource Limitations 

The time and commitment required to capture inventory images and keep your digital showroom up to date can be all-consuming. If you have a small team or you’re stretched thin by a busy sales season, you may need to implement incentives and other creative tactics to encourage your team to stay on top of your digital showroom. For example, you might create a rule that the salesperson who updates an inventory listing online gets the first crack at any website leads that show interest in that listing. 

Your Digital Showroom Is a Strategic Imperative 

Your digital showroom is not just a virtual space; it's the accelerant that captures buyer interest, propels sales conversions and encourages customers to come back for more. The visual appeal, functionality and overall user experience of your digital showroom can be a dealmaker or breaker for your shoppers and your dealership. By implementing these best practices, you can replicate the excitement of your physical showrooms and extend your reach to a broader audience of shoppers.