When you think of Netflix, you probably think of binging shows, scrolling through endless recommendations, and sighing as you hit “yes” when the show pauses to ask if you’re still watching.
But Netflix isn’t just entertainment. It’s a masterclass in customer engagement. And while dealerships aren’t exactly in the streaming business, the way Netflix keeps winning customers is full of lessons for the auto industry.
Personalization Drives Engagement
Netflix doesn’t just show you a random menu of titles. Its entire platform is curated to you—what you’ve watched, what you skipped, and what other people like you enjoy. The result? Viewers feel understood, and they keep coming back.
Dealers can do the same with customer data. Instead of one-size-fits-all campaigns, use shopper behavior to personalize messages, recommendations, and offers. What they’re browsing, where they’re clicking, and their past service history can give you all you need to create a compelling conversation. You know what they want; give it to them. According to
this study from DAS Technology, 74% of dealers aren’t including price quotes in their responses, and 91% aren’t including payment estimates. Show customers you know what matters to them, and they’re far more likely to engage.
A Seamless Experience Creates Loyalty
Netflix works wherever you are: TV, phone, tablet, laptop. Start a show on one screen, finish on another. The handoff is seamless.
Customers appreciate and may even expect a similar unified experience when shopping for a car. Whether they’re chatting online, browsing your site, texting with a sales rep, or walking into the showroom, every interaction should feel connected. In that
same study from DAS Technology, a shocking 26% of dealerships failed to even address the vehicle the lead was submitted for, a basic expectation for shoppers in any industry. Smooth omnichannel experience builds trust, and that trust keeps customers loyal when they’re weighing their options.
Retention Is Just as Important as Acquisition
Netflix doesn’t just measure success by subscription numbers when the latest season of a hit show drops. Netflix knows what’s essential–steady content to keep subscribers hooked. Retention and loyalty drive long-term profit.
For dealers, the first sale is just the beginning. The goal isn’t just to stay in touch—give your customers a reason to value their relationship with you. Show your commitment beyond the sale through personalized service specials and reminders, event invitations, educational content, and even milestones they’ve reached with their vehicle. These retention efforts pay off as you service the vehicle and monitor equity for future trade-in opportunities. Treat all of these interactions as part of a customer’s lifetime value with your dealership, not just a one-time purchase.
Turning Insight Into Action
Dealerships don’t need to turn the industry on its head to emulate Netflix. By leaning into personalized follow-up, a well-thought-out retention strategy, and a seamless shopping experience, you can create customer relationships that last longer than a streaming subscription.
All of that becomes easier with the proper tools. Curator—the industry’s first Unified Intelligence Engine—identifies customers new and old alike by connecting and cleaning data across every single one of your dealership’s touchpoints. AI insights can automatically generate audiences for you to activate with personalized messaging, making it easier not only to bring in customers, but continue the relationship after the sale.
Learn more about Curator
here and schedule a demo to see how unifying and activating your data creates the best experience for your customers.