3 Must Haves for the Best Auto CustomerExperience

Experience Matters

of consumers would buy from a dealership with a preferred

experience, even if it didn't have the lowest price

of highly satisfied consumers would purchase from the

same dealership again

Perhaps in the past the most successful automotive dealerships in town were those with the lowest prices, but dealerships can no longer compete on price alone. Dealership customer experience has become the new competitive advantage for dealerships to acquire and retain loyal customers- and dealerships who don’t adapt will be face a challenging future.

54% 87%

of consumers would visit dealerships more often if the buying process was improved

72%

Online Access is Imperativeof car shoppers prefer a dealership where they can begin the purchase process online90%

expect the ability to configure a payment on a dealership’s website

70%want to complete credit application and

financing paperwork online

72%want to begin the negotiation

process on their own terms and preferably online

56%

In-Store Tech is a Necessity

20%-30% of the space in dealerships will be allocated to technology in the next few years. Investments in digitization worth $500 million to $5 billion are expected from multiple vehicle OEMs and dealer groups in Europe and North America in 2016.

53% of consumers would be interested in access to an interactive touch display that provides information on the available models during a visit to a showroom

48% would like to be able to take a virtual test drive at the dealership

42% would like text messages about service updates, recall notices, and maintenance information

Personalization is ExpectedChanging dealership

communications to customers from “not customized” to

“very customized” increases relationship strength by

42%

Improving messaging relevance, or how applicable

it is to the customer’s current needs, increases

relationship strength by

43%

51% of consumers say personalization in dealership emails by models, styles, or colors they’re interested in encourages them to engage

22% of consumers say having a dealership email personalized to them based on their location is most important

32% of consumers say they feel irritated when sent irrelevant or impersonal emails from a car dealerships

73% of consumers prefer to do business with brands that make their shopping experience relevant

In order to keep up with the modern consumer, dealerships but be cognizant of quickly increasing demands for improved experiences both on and off the lot. In order to acquire and retain customers, dealerships must optimize websites to provide the information customers want, integrate technology to provide more efficient experiences, and capitalize on customer data to deploy relevant and personalized messages.

Learn more about the modern auto consumer, and how data-driven marketing can boost you dealership revenue at www.relevateauto.com.

By

Sources

1. Capgemini, “Cars Online Report”2. Autotrader, “Car Buyer of the Future Study”3. CDK Global, “Connected Store Survey”4. Accenture, “What Digital Drivers Want”

5. Morpace Omnibus, 2014 Survey 6. Frost Sullivan, “Executive Outlook on the Future of Automotive Retail”7. Peppers & Rogers Group, “Turning the Corner in Automotive Marketing”8. G/O Digital, “Appealing to Today’s Auto Buyer”

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