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Ed Brooks

Ed Brooks Automotive Digital Marketer

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Why the FMOT doesn't happen online for Automobiles

Why don't more folks purchase cars online? I don't mean shop, I mean purchase.

I read about this Nielsen Study on MarketingPilgrim.com tonight; Why Shoppers Love Online Most of the Time

The First Moment of Truth - the FMOT - is more likely to occur in a store when a consumer needs reliabilty and safety. I think this describes large purchases, made rarely - like cars. Purchases that might need service - like cars. Purchases where you want to make sure the store is there in a year, if you have a problem - like cars.

Dennis Galbraith
Great post Ed! I noticed in my research more than a decade ago that there was a direct correlation between the willingness to go online to purchase things and the depth with which vehicle shopping took place online. Even today, that depth rarely extends to the point that a shopper would be willing to drop a $30,000 vehicle into the online shopping cart of a retailer they do not know.
Chris Costner
Thank you for sharing Ed and I certainly agree as well with both you and Dennis. I see it as different levels of emotional investment for the customer gaining strength the closer they get to the showroom. When the client arrives, they are educated but need to validate their studies thus far by experiencing our vehicles and benefits first hand. Only then can they have a complete connection to our product and brand giving them the comfort to finalize the transaction. My question, although I am not sure there is an answer, is what could ever change us humans to think different and make these purchases 100% digitally?
Mike Slough
Thank ED! for collect and share with us. LPG conversion Thabks Dennis you too to draw our attention on this point.
Jeremy Wiggell
Honda Motor Europe had a facility on their website a while ago where consumers could select a Honda Approved car, click to buy it, select a dealer to pick it up from. The car could could be delivered to the dealership chosen and the customer walk in and drive it away. It was abandoned because......Nobody used it! The people interaction is still a vital part of making the purchase decision as is the physical connection with the brand as Chris pointed out above. I don't see that changing because of the nature of the product.
Ed Brooks
Chris, I think this could become a common occurrence - about the same time guys start buying diamond engagement rings online. The purchase is simply too large and too important for most folks NOT to make in-store.

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