What to consider when updating dealer websites and other online assets for COVID-19.
As the country continues to respond to COVID-19/Coronavirus, it’s important that your digital presence reflect the actions your brand and its retailers are taking to keep customers safe. While each organization is a little different, the following checklist serves as a place to start, and can help you make sure that all aspects of your digital presence are in alignment with current COVID-19 best practices.
Dealer Websites – General Info
Update hours of operation for all departments
Create a dedicated COVID-19 landing or concierge pages, with all relevant policies, procedures and support links
Provide a link to COVID-19 policies link in website navigation
Create banners and/or pop-ups, calling attention to COVID-19 changes and content
Create and feature products or special offers relevant to COVID-19 (i.e. sales and service features, special offers for first responders, etc.)
Dealer Websites – Digital Retailing
Integrate and refine digital retail tools to support the at-home shopping experience
Create and implement virtual walk-arounds as an alternative to in-person visit or test drive
Implement and refine chat, text, or video features to support and enhance the sales processes
Implement home delivery and/or pick up procedures for service, test drives, or purchase
Adjust digital ad strategy and spend to support and align with COVID-19 initiatives
Adjust lead follow-up processes and audits to align with new practices and procedures
Adjust e-mystery shop process and audits to align with new practices and procedures
Train sales and support teams on all new digital retailing procedures
Social Channels
Update messaging and content with COVID-19 information
Update hours of operation for all departments
Create and/or highlight COVID-19 relevant content (ie. new policies and procedures, sales and service, special offers, etc.)
Email
Create and send bulk email to customer database with updates on dealership
Implement video and/or Skype functionality and training with email tools
Other Digital Properties and Portals
Update hours on Google My Business Listing
Update hours on other dealer group or third party listing pages
Update other lead management/enrollment tools and forms
For help creating a custom Dealer Digital Audit Checklist that aligns with the specific requirements of your brand, contact your dedicated Shift Digital representative.
