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From: Jared Hamilton
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J.R. Batchelor

J.R. Batchelor E-Commerce Director

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You Must Fish Where The Fish Are!!

As we all know over 90% of consumers are online when researching and deciding which vehicle that he/she want's to purchase which leads to the inevitable that we must fish where the fish are.  Research reveals that effective Internet advertising not only provides dealers with greater reach to car shoppers but can also successfully attract car buyers from outside the market.  Some valid points are as follows:

  • A high percentage of car buyers who used the Internet traveled more than 30 miles to a dealership
  • Two out of three car buyers who used the Internet also used third-party sites
  • 58% of car buyers only visited one or two dealerships before making a vehicle purchase
  • New car buyers spent 11.5 hours online
  • Used car buyers spent 11 hours online
  • New car buyers spent 3.25 hours on third party sites
  • Used car buyers spent 6.5 hours on third party sites

 

This field intelligence gives one the ability to see how important it is again to fish where the fish are.  How many times have you sold a vehicle to a customer that didn't submit a Internet lead and he/she tells you that they seen the vehicle on a third-party site.  Most dealers are not tracking this information which leads them to the assumption that the customer just showed up on the lot.

With the aforementioned being said it now leads to the point that when a dealer spends a large amount of money to generate leads to the E-Commerce Dept there must be a process in place to handle the large volume of leads.  There is no value in generating a large volume of leads and still have untrained people responding or taking incoming calls generated by third-party providers, OEM or your website.

For dealers looking to take their dealership to the next level its imperative that the dealer has a strong E-Commerce Dept.  When one looks at the fact that a high percentage of car buyers who use the Internet traveled more than 30 miles this data shows that dealers can steal customers from different cities and states.  We all have seen the customer that lives in your city but bought his/her vehicle from a dealer that is two hours away; this is a smack in the face for the local dealer that dropped the ball with this customer.  Dealers that understand these facts are starting campaigns targeting customers that are hours away from them.

Internet advertising provides greater reach to consumers and can attract car buyers from greater distances.  Dealers can tap into this wider audience and grow their customer base by leveraging online resources and automotive shopping sites where car buyers spend the majority of their time shopping.

Frank Thomas
Indeed over 90% consumers access the internet to get ideas, quotes and info before buying or deciding on any product to purchase. I had been used car hunting last summer and my mechanic friend too had briefed me on the ‘how to’ look for a proper used car. It also depends on the source of buying like where I had bought my Chevrolet Trailblazer from used car parts. The reason for me mentioning the complete url is because they have more than 30 used car dealers from which you can choose the car of your choice.
J.R. Batchelor
Great insight Frank thanks for the comment.
Frank Thomas
You are welcome!

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