Information. They want information. Seems like the logical answer.
Its the type of information they want that may be surprising.
According to Accenture, a global management consulting and technology services company, 89% of 1000 U.S. consumers surveyed visit at least six websites and one third visit a whopping 20 plus websites when researching vehicle information. Why so many sites? Consumers are trying to weed through the manufacturer and dealer filler. Another surprising fact, almost 75% will turn to traditional media when online media does not fulfill their needs.
So, what can help dealers satiate the consumers desire for information? Items such as video and 360 degree tours are a start. The survey also tells us that consumers would also enjoy the ability to compare options within the same manufacturer product lineup. Oh, and clear, consistent pricing. (Who wouldn’t huh?)
The most startling revelation to us was that 94% would appreciate having the option complete the entire vehicle sales process online. From financing, pricing, paperwork to delivery of their new vehicle to their homes or office.
Thats 94 PERCENT! The question now becomes, who wants to cater to these consumers? Which dealer will start to step up and offer what the consumers are so loudly screaming for and provide it to them?