Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
Scot Eisenfelder

Scot Eisenfelder CEO

Exclusive Blog Posts



Living in a technology driven world, we are surrounded by artificial things. They surely have provided us with immense ease and relaxation yet there is a l…

WEBINAR RECORDING - 11 Answers to Your Top BDC Questions

WEBINAR RECORDING - 11 Answers to Your Top BDC Questions

The traditional dealership business model is increasingly sharing space with a digital customer experience. implementing a comprehensive BDC process …

[VODCAST] The Millennial Car-Tell - Episode 1

[VODCAST] The Millennial Car-Tell - Episode 1

The Millennial Car-Tell is a Vodcast where you get a Millennial's point of view on all things automotive (not like you were asking). Each month, we have a…

Sales level out as new inventory levels drop below used

Sales level out as new inventory levels drop below used

Despite Memorial Day kicking off summer sales, new auto sales are down 3% MoM as inventory continues to drop. For the first time, franchised dealerships ha…

The Story Behind the "Appreciation Spike"

The Story Behind the "Appreciation Spike"

If you follow the automotive industry, you’ve likely heard that vehicles are appreciating at unprecedented rates right now. What you might not know, …

Auto Dealerships’ Online Shopping Experience Fail to Meet Customer Expectations

Predictive personalization key to matching precedent set by non-auto retailers

Chicago, IL—November 11, 2019— The online shopping experience offered by the majority of dealerships fails to meet customer expectations, according to a new Affinitiv survey of 1,000 automotive consumers. While 76% of recent car buyers said it was important for the dealer website to be personalized, only 26% of respondents agreed that dealers provide a highly personalized experience on their website. The data is highlighted in the Affinitiv whitepaper Predictive Personalization: The Evolution of the Customer Experience.

“The website is often the first point of contact with a dealership, but most dealer websites were built using unsophisticated technologies that reflect an antiquated notion of how consumers buy cars,” said Doug Van Sach, Affinitiv’s Vice President, Strategy & Analytics. “To meet customer expectations, auto retailers must evolve their shopping experience to match the precedent set by retailers in other industries.”

Predictive personalization is the key to making this happen, according to the survey. Every day, consumers interact with non-auto retailers who provide a highly personalized online shopping experience. Amazon, Nordstrom and Apple are role models that consumers expect dealers to follow.

Affinitiv’s survey found that the online shopping experience offered by dealers falls short in three key areas. When customers were asked what part of the website experience they wanted dealers to personalize, the top items were vehicles of interest, vehicle features and vehicles within my budget.

While 65% of consumers want websites to personalize vehicles of interest, only 47% of dealer websites proactively recommend vehicles of interest based on the customer’s browsing behavior.

Fifty-eight percent of consumers want vehicle recommendations based on specific features of interest, but in the study sample of websites, not a single dealer website recommended vehicles based on features of interest.

“Considering its high importance, recommending vehicles with relevant features is one of the single greatest opportunities for dealer websites to increase conversion rates and better meet the expectations of online shoppers,” said Van Sach.

Additionally, 52% of consumers expect a dealer’s website to help them find affordable vehicles and 62% said that finding a vehicle with a specific monthly payment was as important, or even more important than finding a vehicle within a specific price range. However, only 9% of dealer websites allow customers to search by payment range and 11% of websites incorporated the customer’s credit score into the payment estimate.

“If websites aren’t dramatically improved to elevate the shopping experience and make personalized recommendations based on browsing behavior, dealers risk alienating potential buyers before they ever visit a showroom,” said Van Sach. “It’s up to dealers to challenge their vendors to demonstrate how their websites react to browsing behavior and deliver relevant vehicles with the right mix of features within a customer’s budget.”

Affinitiv’s Predictive Personalization study surveyed 1,000 auto consumers and analyzed a sample of 100 dealership websites to better understand the level of personalization that dealers are offering.

For more information about Affinitiv, visit or call 847-955-9740.

About Affinitiv

Affinitiv is a leading marketing technology company serving automotive manufacturers (OEMs), dealership groups, and individual dealerships. Through a technology-driven and consultative approach, Affinitiv enables dealerships to produce, manage, measure and optimize omni-channel communications to drive brand loyalty and increase revenue.

Affinitiv’s marketing automation and technology platform is designed to provide a 360° view of customer, vehicle, dealership and marketing campaign effectiveness all in one place. Affinitiv’s digital and analytics capabilities support a consistent customer experience through the entire ownership lifecycle. Affinitiv was formed in 2016 and is headquartered in Chicago, IL.

 Unlock all of the community & features  Join Now