Hunt Auto
Do consumers want a "Buy Now" option for vehicles
Now, more than ever, the automotive industry has jumped on the buy online train.
This is good. Also, this is bad.
We have to make shopping online easy for the consumer BUT we also want to establish a relationship. Aunt Jude isn't going to bring in cousin Billy and her next-door neighbor if she doesn't know and like you and your dealership and the process.
The challenge is making all of those things a seamless process. The consumer needs to see your website as a reflection of your dealership. They need to feel welcomed and secure.
- The question then becomes which is best:
- a) A complete buy now meaning that they desk their deal and send to your DMS without any advice or help OR
b) A semi buy now where the consumer can desk their deal but it pushes the credit app as a pre-approval meaning there is a human review of the deal first. To check trade value, to check rebates (on new vehicles), down payment, and taxes. This allows the dealership to fix any mistakes upfront and to establish a relationship with a real person.
Personally, I lean towards option B.
I am very interested to know how other dealers are doing it and if they have a preferred partner for digital retailing.
Thoughts, comments, or suggestions?
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3 Comments
Amanda Thurman
Hunt Auto
autofi, roadster, car now, Apex and webbuy are all companies I have looked into. What are your thoughts on any of these?
Dax Robinson
CRMSuite
Digital Retailing is something that many customers and dealers alike are wanting. I talk to many dealers all around the Mid-West, and they are asking for a product that not only gives a Digital Retailing option but also links to their CRM and DMS seamlessly. I do think though that b is the best option though, especially since there are lenders involved.
Carol Marshall
ActivEngage
I agree a combination of digital retailing and the human touch is what consumers are most comfortable with now. Integrating your team with your digital retailing tool so the conversation can start online, guiding them through initial steps then having the deal reviewed in-store before proceeding is a win-win for customer experience, revenue and gross.
Our messaging team can integrate with various digital retailing tools and we also have our own which uniquely can introduce the digital retailing tool within the conversation. This would have more shoppers begin that process than would normally push a "Buy Now" button. It is an easier transition for the shopper and all the information entered does not need to be re-entered in-dealership. Tons of time saved!