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Here are 5 positive changes that we’ve seen in the new-car-buying journey, that all dealers should embrace.
1. Digital event solutions are the most effective
You might ask how can we be so sure the consumer has shifted away from traditional or even partial online events? The kind of event where a letter is sent that then relies on the customer to call and wait ‘on hold’ to speak to someone who can help them during their busy working lives? Simple, because as a full-service agency for the automotive sector, we run all types of events and measure all the results. The data shows the growing shift to self-serve digital events providing the easiest route through for customers, with even more now showing up for appointments than pre-pandemic levels.
2. Customers now want full control of their event experience
Post-pandemic there has been a significant shift in consumer behaviour around showroom event response. Pre-pandemic, our data showed that self-appointed bookings were around 67% but this has now increased to 84%. Only 11% of all appointments were made by the customer ringing the dealership. Interestingly, 64% of all appointments happen when your dealership is closed. This data shouldn’t be a surprise to any of us, as many pre-pandemic shopping experiences like grocery shopping to doctor appointments have now moved to self-serve online ones. Covid has accelerated the departure from old methods to newer, easier…