One of the big advantages of digital retailing driven by Artificial Intelligence (AI) is that it uses behavior to identify which consumers are likely “in market” and serves up individualized content to engage them. Once engaged, interested consumers who want to go further are sent to the dealer website to continue the shopping process.

Most shoppers rely on the information they see online, but what if they relied on the Dealer’s website as the only source of information before making a purchase decision?

Consider the data from the 2019 Cox Automotive Car Buyer Journey Study (April 2019):

- Buyers now spend 13.55 hours researching their next vehicle purchase

- 61% of that time is spent online

- 46% use the dealer web site

- Shoppers visit an average of 4.2 sites

- Shoppers visit an average of 2.3 dealers

- 29% found the information to select their vehicle online. This information was the third most important source in the decision, right behind getting the value of their trade-in.

Now, ask yourself, if your website was the only place shoppers got their information, would they….”

1. …understand what makes your dealership unique and better than others they visit?
2. …know the most current OEM National and Regional incentives they are eligible for?
3. ...see the additional specials and offers that only you provide?
4. …understand the different ways they can shop or buy from you?
5. …understand the service options you have and the products you offer? This means tires, quick-service, pickup and delivery, and any other unique customer centric options.

For the last few years, experts have convinced the auto industry that all a shopper wants to see is inventory and price. Many dealer websites have been scaled down to vehicles, coupons, and a variety of other buttons that are supposed to drive clicks and sales.

Most sites also lack any real brand attributes that matter to consumers or unique options and services that provide a reason to choose one store over another. The current strategy leads to a commoditization of dealerships that completely devalues brand – and that is a mistake.

Go back to the questions above and ask your friends and family to answer them after visiting your dealer website. If they can’t, then you know where to focus your efforts toward updating your site for better digital retailing.

These simple low-cost recommendations can help you see your website as if it was the only place a prospect visited and the only information they saw before deciding to shop or visit your store.