We at DrivingSales recently concluded a very thorough customer experience research study revealing clear indicators that trust and transparency are paramount for sales growth and future success in automotive retail. The DrivingSales Consumer Experience Study is based on a 16 month-long ethnographic and quantitative research initiative with over 1,300 shopper and buyers. 

This unique type of research study looks at the rational and emotional factors that cause modern automotive shoppers to connect, or disconnect, with automotive dealers in the buying process. The ethnographic element of this research provides substatial validity to the study as it has not been done in the automotive retail research space while studying customer experience. 

Driven by experiences customers have become acustomed to in other retail sectors, the study uncovers large consumer expectations changes that are eye-opening for automotive retailers. It's clear from the research findings that a fundamental change in the consumer experience is required if dealerships expect to remain competitive over the next 5-10 years. 

Here's a few key findings from the hundreds of insights collected include:

• 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
• Shoppers are exposed to dozens of conflicting influences making them wary and distrustful, driving them to seek what they perceive as objective information from trusted sources – primarily trusted friends and family and independent third party sites
• Shoppers are keeping dealers and sales people at a proverbial arms length until late in the purchase process. When they’re ready to interact, 61% initiate contact by walking into the dealership without prior contact
• This distrust puts the consumer on a hair trigger as they engage with the dealer, 50% will walk out of a dealership if the dealer requires a test drive before providing a price, 43% if personal information is required
• 56% of shoppers said they would buy more often if the dealership process was not so difficult - the impact of this retail aversion was quantified at a potential increase in sales volume of 24%

“Yesterday’s formula for automotive retail success is deterring consumers and suppressing sales volume. Our research shows the key to sales success today is building trust through an open and transparent customer experience at every stage of their buying process,” said Jared Hamilton, Founder & CEO of DrivingSales. “Our findings are a clarion call for change in how cars are retailed and provide practical guidance to retailers and manufacturers on how to bridge this customer expectation gap and advance the industry.”

We will be releasing more of the DrivingSales Consumer Experience Study in the coming months.