To offset these issues - and to drive sales, increase traffic and build customer loyalty - many 12-volt dealers over the last year have redesigned their Web sites and have made serious commitments to social media marketing.
Scrivner revamped Santa Fe Autosound's Web site last year, adding several new pages devoted to "contacts," "repair" and "remote starts." The contact page has been an especially effective communications platform between her and consumers.
Many of the questions consumers email to Santa Fe Autosound translate to active leads and new sales. Meanwhile, the product sections have helped to educate customers. That education has made them more aware of the full solutions Autosound offers, leading to more services and higher ticket prices, Scrivner said. Scrivner will also start running specials on video solutions to try to replicate a bump in video sales the company had last summer. "Traffic on the Web site is incredible," she said. "It definitely does help."