CDK Global believes more than 73 percent of consumers prefer to do business with brands that make their shopping experience more relevant.

With that metric in mind, CDK Global contends the company now can personalize the online consumer experience for dealerships’ new- and used-vehicle sales endeavors as well as their parts and service profit centers through new personalization capabilities and expanded content on the Consumer Interest Network.

Shoppers will now receive content, offers and information relevant to where they are in the buying and ownership process, according to Max Steckler, who vice president of product management at CDK Global.

“Personalization pays for car dealers, and it's something that consumers have come to expect,” Steckler said. “According to our research, consumers who experience personalization engage with 53 percent more VINs and perform 58 percent more vehicle searches on dealer sites.

“Additionally, we’ve found that there is a 28-percent increase in likely buyers for dealers who have implemented our personalization solutions,” he added.

The company acknowledged that vehicle research happens on sites all over the Internet, and CDK Global is connected to a broad set of research points through its Consumer Interest Network, which can allow for personalization to occur.

This penetration includes dealer and select manufacturer websites, automotive research portals and other third party websites, including Edmunds.com.

Additionally, CDK Global has recently entered into a relationship with Contact at Once that can enable dealers to see what vehicles customers are shopping for on their website in real time. The integration will also allow for the sharing of customer interest data to enable dealers to personalize live online chat interactions with their customer.

“One of our latest innovations in personalization and a first for the industry connects customer actions in the dealership to their digital experience,” Steckler said. “Customers who recently purchased a vehicle don’t want to see advertising for a new car, so we can instead show them content about servicing the vehicle or purchasing accessories.

“We’re able to follow the customer's journey from online to in-store by connecting DMS and digital data — with the goal of keeping the dealer at the center of the experience,” he went on to say.

To learn more about the solutions offered by CDK Global, visit this website.