5 TIPS TO BUILD TRUST WITH THE DIGITAL CAR SHOPPER

Transcription

1 5 TIPS TO BUILD TRUST WITH THE DIGITAL CAR SHOPPER

2 Today s auto shoppers rely on the Internet to gather information, compare prices and communicate with dealers. Accustomed to using sites like TripAdvisor and Yelp, these web-centric shoppers also expect transparent shopping experiences. Buying a car is no exception. How can you win over the demanding digital shopper? Here s a hint: it starts with transparency. TIP #1: Offer transparent pricing Digital auto shoppers are extremely price-conscious, and mobile technology enables them to compare prices at every stage of the buying process: 73 per cent of auto intenders have used or will use a smartphone to compare prices inside a dealership. 1 What about vehicle listings that instruct shoppers to call for price? Most of these go ignored: 83 per cent of shoppers say they will pass on listings that don t include a price. 2 Include prices on every listing, and price in line with your market. Shoppers want a fair deal first and foremost. $ PRICE IS THE NUMBER ONE CONSIDERATION FOR USERS Source: CarGurus survey, Aug CarGurus survey, Aug CarGurus survey, Aug ca.cargurus.com 2

3 TIP #2: Overcommunicate vehicle detail Digital auto shoppers perform most of their research on the web and narrow their choice of vehicles before setting foot in a dealership. (That may be why the average shopper visits only 1.6 dealers!)3 In addition to leaning heavily on the Internet for research, auto intenders will seek out pictures of the vehicles they re considering. Viewing photos is the No. 1 user activity on CarGurus desktop and mobile sites. Highly detailed VDPs are more likely to win over the information-hungry shopper. Ensure that your VDPs are accurate to accommodate website filters, and don t forget to include high-quality photos. 3 McKinsey report, Innovating automotive retail, 2014 In addition to leaning heavily on the Internet for research, auto intenders will seek out pictures of the vehicles they re considering. ca.cargurus.com 3

4 TIP #3: Provide a great dealership experience 62% OF SHOPPERS WILL ONLY CONTACT 4 OR 5 STAR DEALERS Source: CarGurus survey, Sep Shoppers aren t just researching cars they re comparing and contrasting dealers, too. This happens online and off: according to Nielsen, consumers trust word of mouth and consumer-generated reviews more than any other source of information. The digital-first car shopper will turn to user-generated review sites to learn more about dealers in their market. In fact, 71 per cent of auto shoppers won t contact a dealership without first looking at the reviews it has garnered from other consumers.4 TAKEAWAY While you can t control what people say about you on the web, you can respond to every review in a positive and professional manner. Don t be shy about soliciting reviews from satisfied customers and show in-market shoppers positive reviews you ve received to help sway their purchase decision. ca.cargurus.com 4

5 TIP #4: Create a trusted mobile presence Customers don t put their mobile device away when they set foot inside your store. Mobile-friendly websites and apps must support customers at the point of sale or your credibility will take a hit. Information gathered via mobile like pricing and inventory that s consistent with what customers see on the sticker is key and must be easy to find. Any inconsistencies or friction can lower trust and encourage your shoppers to walk out the door. Mobile-first customers need a consistent, easy to navigate presence that makes them feel like you re with them every step of the way. Don t be afraid to use tools like customer beacons to send texts and push notifications in the dealership to put relevant information right into their hands without shoppers having to do a thing. 40% OF SHOPPERS HAVE USED THEIR MOBILE DEVICE AT THE DEALER Source: CarGurus survey, Aug ca.cargurus.com 5

6 TIP #5: Be present on multiple online platforms Shoppers don t limit their research to one website, so your online presence shouldn t be a single source. Being present on multiple online platforms can work in your favour because you reach customers from a variety of demographics wherever they happen to be, and however they want to engage. Some shoppers will participate in a conversation on Facebook, while others will be looking for videos of their preferred vehicle. A solid strategy is the backbone for your entire online presence, and is even more crucial when you re working with multiple platforms. It s important to make sure your marketing team knows the best kind of content for each marketing channel so your customers get the information they want, how they want it. 35 per cent of shoppers visit 3-4 websites to do their car buying research. 4 CarGurus U.S. survey, Sep ABOUT CARGURUS CarGurus helps car shoppers search local car listings and find great deals from great dealers. Founded in 2006 by TripAdvisor co-founder Langley Steinert, we re now the largest and fastest-growing auto-shopping website in the U.S. by daily user traffic. At CarGurus, we believe that transparency in car prices and dealer reputation benefits shoppers and sellers alike. Every month, more than 500,000 unique users visit our desktop and mobile sites to find their next car. To learn how CarGurus can help you reach the digital car shopper, call or visit ca.cargurus.com 6