The online revolution is transforming the way consumers shop for vehicles. In the past, the customer buying journey would begin at the dealership. Once the customer had decided that they are in the market for a new vehicle, the next step was to head down to the local car dealership. He or she would then be greeted by a helpful member of staff who would assist them by showing them the best vehicles which suited their needs.
Nowadays, two thirds of car buyers decide on the make, model and price of the vehicle they wish to purchse before setting foot inside a dealership. This shows how profoundly the buying journey has changed, as many customers now choose to begin their research online. Critically for dealerships and OEMs, this means that online channels such as websites and social media must be optimised to maximise online conversions.
A shift in strategy and focus should therefore be adopted. With consumers now priotitising customer experience as the most important brand differentiator, modern customers require the same level of support online as they recieve in physical showrooms. In order for dealerships to remain relevant, it is therefore vital that they focus on building their online channels to keep engaged with customers at the start of their buying journey, to ensure that they can continue to encourage buyers into their showrooms. In a digitised world, the automotive industry must adapt to the ever-increasing demands of their customers.
This free ebook explores how the integration of technology within everyday life has permeated the automotive industry. Significant changes in consumer behaviour in the automotive sector, such as the digitisation of the buying journey, the increased focus on customer experience and the importance of online channels in affecting buyers’ decisions have forced companies to alter their strategies in order to engage prospective buyers.
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