6 5 15 final iiex doyle research presentation qrca track
TRANSCRIPT
ì!KICKING THE TIRES THE AUTOMOTIVE PATH TO PURCHASE
ALICE MORGAN!DOYLE RESEARCH ASSOCIATES!
Goals
2!
Understand actions at the dealership that influence consumer perceptions 1 Define key experiences that lead to engagement or kill the opportunity 2 Identify what car shoppers want in a retail experience 3
Approach
ì Webcam interviews (6)
ì In-‐home ethnographies (18)
ì Geo-‐Stories℠ (18)
ì Dealership shopalongs (6)
ì Online survey (1,300)
3!
Geo-‐Stories℠
4!
Real-time, geo-validated phone interviews conducted at the moment of product experience
Geo-‐Stories℠
5!
Roadblocks
6!
Communication
BREAKDOWN
Great
EXPECTATIONS
A Serious Lack of
TRUST
7!
GREAT
EXPECTATIONS
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New Car Buyers Seek: • Convenience • Fairness • Control • Autonomy
Great Expectations
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COMMUNICATION
BREAKDOWN
…of cases, shoppers’ first interaction with a dealership is walking on the lot
Communication Breakdown
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61%!
Communication Breakdown
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Vehicle!Research!
Preferred!Dealership!
Communication!
STUCK IN NEUTRAL Vehicle Purchase Phases!
Dealership !Comm.!
Dealership!Visit!
Inventory!Exploration!
Communication Breakdown
12!
Dealership Websites • Confusing • Cluttered • Intrusive • Not credible
Communication Breakdown
13!
Give Me Space • Shoppers circumvent phone
contact • Wary of salespeople on the lot • No self-guided channel exists
14!
Serious lack of
TRUST
Lack of Trust
15!
What Heightens Suspicion • Not asking about my needs!• Failing to post prices!• Requiring personal financial
information up-front!• Lengthy back-and-forth negotiations!
Lack of Trust
16!
TOO LITTLE TOO LATE • New car buyers avoid
interacting with the dealership until late in the process
• Buying a car from someone they just met/don’t trust further tarnishes the industry
17!
56%!...of car shoppers said they would buy a vehicle more often if the process was not so difficult.
Ripe for Disruption?
18!
① Complacent from past success!② Lost touch with their customers!③ Don’t take new entrants seriously!④ Out-of-date business model!
CAR DEALERSHIPS
Moving Forward
Dealerships working to improve the car-buying experience ì SONIC AUTOMOTIVE: shoppers get a new car in 90 minutes,
no haggling, technology facilitates a self shopping experience
ì SUBURU OF WICHITA: non-commissioned salespeople, “no gimmicks” pricing
ì AUTONATION: launching a completely online sales channel
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Alice Morgan 312.863.7615 Twi9er: AliceJMorgan [email protected]
Doyle Research Associates, Inc. 20 N. Wacker Drive, Suite 2027 Chicago, IL 60606