In the disruption economy, you have to be willing to adapt if you want to survive. For car dealerships, that means recognizing that the car-buyer’s journey no longer follows a linear path from awareness to consideration to purchase.
Some buyers research for months, narrowing and broadening their search to different vehicle types, models, and even makes, while others’ journeys are short and focused.
How can dealers connect with customers when every journey is unique?
It may feel daunting, but luckily, we have more information about our customers than ever before. Twice as many car buyers start their research online versus at a dealership. The average buyer only visits one or two dealerships before making a purchase. Customers spend 61% of their time making critical decisions online - including choosing a vehicle and choosing which dealers to visit.
With all this data, we’re able to identify the biggest roadblocks that stop or reroute customers on their path to purchase, then determine how to solve them.
For example, at most dealerships, buyers spend 40 minutes – nearly a quarter of the 3-hour purchase process – sitting idle. Not surprisingly, speeding up the process makes an enormous difference. Dealers that offer simple, fast purchasing options earn 94% satisfaction scores, miles above the 71% average.
Dealerships are saving buyers time by offering features like online checkout, giving customers convenient ways to buy 24/7, and allowing them to upload their driver’s license, proof of insurance, and other purchase documents online. With all these items taken care of online, buyers can pick up their car in minutes, instead of hours.
For more tips and ways to adapt, download your ebook, Paving the Path to Purchase: 3 Ways to Surpass Car-Buyers’ Expectations. You’ll discover more insights and learn how to earn buyers’ business online, deliver a frictionless experience, and increase average PVR by $500-$700.