March is one of the busiest sales months for Jeff Wyler Automotive Family in Milford, Ohio, prompted in part by early tax filers with refunds in hand.
But an escalating outbreak of COVID-19 in the U.S. — and the resulting mass cancellation of public gatherings, from conventions to classrooms, to slow the spread — has the dealership group looking at ways to attract shoppers who might be ready to buy a car but wary of visiting a showroom.
Foot traffic hadn't slowed as of late last week, said Kevin Frye, marketing director of the 15-store group near Cincinnati. The Jeff Wyler dealerships were still operating on a normal schedule as of midday Tuesday even as some dealerships had started to close because of the outbreak. As an alternative to in-store shopping, Wyler plans to promote its digital retailing platform, Wyler Direct, and home vehicle delivery through a series of videos ranging from 6 seconds to 30 seconds on YouTube and social media.
The services h…