SHOPSMART AUTOS – CUSTOMER INFORMATION – FEBRUARY 28, 2021-2
90% of Car Shoppers Prefer a Dealership Where They Can Start the Buying Process Online
This is according to a new survey released by CDK Global. According to the report, “New research from CDK Global found that car shoppers are willing and likely to start the car buying process online. In a recent survey, CDK found that nearly 70% of shoppers expected to find the ability to configure a payment on a dealership website, and 83% indicated that online buying technology would help them narrow down their vehicle choice and determine what is affordable.” Consumers today are increasingly choosing brands who offer the best customer experience. And when it comes to choosing a dealership, consumers prefer one that offers the ability to start the car buying process online. The CDK Global research study also found that among those same consumers, almost 60% felt more comfortable starting this process on a dealer’s website compared to third-party sites. Other key findings from the survey include:
- 80% of shoppers say they would likely configure a payment online.
- 60% said they would configure a payment and provide contact information.
- Of those surveyed, more than half said they would configure a payment and start the credit process.
Autotrader
- 54% of consumers would buy from a dealership that offers their preferred experience, even if it didn’t have the lowest price.
- 72% would visit dealerships more often if the buying process was improved.
DrivingSales
- 56% of shoppers would buy more cars if the process was easier.
- Auto sales could rise about 25% if the retail experience improves.
- 99 of 100 automotive shoppers begin their purchase journey expecting it to be a “hassle” driven in large part by their experience, and that of friends/family, with retailers seeking to control the buying process to the retailer’s objectives.
First You Need To Know Who Your Customers Are
A single transaction has the potential to turn into a lifetime relationship. Improving the buying process and offering other amenities to streamline the auto purchase process are certainly good incentives to get new prospects into your door, but getting consumers to drive off the lot in a new vehicle requires knowing who they are. Today’s household typically has more than one car parked in the driveway, teen drivers may be ready for a first vehicle, and family and friends are looking for recommendations. Rich opportunities exist to cultivate more revenue from a single purchase – if you show your customers that they matter. To do so, you need the right data insights to get to know them. If your customer data is sitting in different databases such as a billing, customer service calls, service departments, and so forth, be sure to consolidate all this data into one CRM system or marketing database. As each of these customer details come together, you can quickly gain a better understanding of your customer segments. Third-party data sets add additional value by rich insights to enhance your customer view. Any number of data elements can be appended to your records, such as age, income, occupation, birthdate, online IDs for digital targeting, and much more. Specialty automotive data sources can further drive the most relevant offers by knowing the make, model and year of the current vehicle they drive, whether or not they are in positive equity, and data about other vehicles in the household. By understanding your customers on a more personal level, including what motivates and drives them to purchase, personalized offers and the most relevant messages can be delivered – creating a great customer experience by showing your customers that you care.
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