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Understand what your car buyers want when it comes to touchpoints

Jon Oxtoby

Nathan Elliott

03 Sep 2018

45% of people want face-to-face guidance from a dealer during the car buying journey. The main elements people want guidance with is the vehicle (67%), warrantee and maintenance (68%), and finance options (37%).

So, what does this tell us? The buyer is always seeking guidance. I’ve said this in the past, but we live in a digital world and the buyer is armed with so much information. Even with this conception the automotive buyer still seeks guidance and reassurance. Dealerships have the power to give buyers exactly what they want both online and offline, they just need to make it as simple as possible for the buyer.


When it comes to online ask yourself this, how easy is it for your buyers to:

-      Navigate your website

-      Access Information

-      Ask questions

-      Interact with your dealership

-      Locate you

-      Purchase or book online

These are just a few questions that spring to mind but they are all catered around convenience. If any of the following are missing it will be off-putting to the buyer which can result in them going to a competitor’s website in search of a better experience.


When they come into the dealership ask yourself this; can buyers expect to:

-      Get additional information

-      Experience the same level of service as they did online

-      Have their pain points and queries resolved

-      Purchase the car they configured online

-      Test drive the car they booked online

-      Be greeted as a known face


The key thing to remember is consistency. The buyer is looking for a consistent service from the dealership regardless of what stage they are at within their buying journey. Dealerships have a job on their hands to make sure the journey from online to offline is a synced, smooth and effortless process.

The fact that buyers still seek guidance is a positive and shows that the human element of face-to-face interaction is still of value. Dealerships have an opportunity to build trust by having their staff trained and up to speed so they can offer knowledge and expertise.

Topics: digital, car purchase, dealer software, buying

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