Do you enjoy car shopping? Purchasing a new or new-to-you vehicle? You may be biased, as you’re in the business of selling these cars! But most consumers beg to differ. In fact, a recent Autotrader study found that only 17 of the 4002 people surveyed like the process as is. That is 0.42%. In other words, a full 99.58% of consumers dislike the traditional approach to buying a vehicle. This is because the modern car buyer wants to purchase from a modern car dealership.
But what exactly does this mean?
Buyers want to drive (oh yes, pun intended!) the process rather than being in the passenger seat. Today’s consumers are empowered; they want information and education, and they will seek out businesses and brands that can deliver. Let’s take a look at some of the more illuminating findings of the Autotrader study:
The lesson: the experience is the key. And the experience begins not on the lot but online. Further, the digital thread weaves itself throughout the entire process. A modern car dealership accommodates today’s buyers by creating an integrated experience, seamlessly blending online and offline activities to create a cohesive whole. The biggest factor is to recognize the “desire for consumers to have more control and convenience,” according to Autotrader.
The modern car buyer wants to engage digitally at various points of the purchase journey: key touch points include:
Traditionally, auto sellers have used push marketing techniques — that is, they push their products at consumers via flashy ads and over-the-top claims. Advertising is a critical component of your strategy, but it isn’t the only one. Use an engaging, user-friendly website with quality content to pull leads to you. This enables you to convey your brand’s unique selling proposition: what differentiates your dealership from others? What types of experiences can you offer that others cannot or will not?
The modern car buyer wants education, not pressure. When you provide reliable, relevant information at every stage, online and off, you can capture their interest — and their signatures on the purchase paperwork. A reputable automotive marketing agency can help you figure out how to integrate digital and physical strategies to create a winning experience for your customers.