Buyers are Not Impressed with Dealer’s Digital Tools
Despite the obvious consumer sentiment, and dealers’ all but universal acknowledgement of how critical investment in digital resources are to the optimization of the customer experience, buyers are left wanting more.
In fact, even the relatively rapid pace of advancement across the industry has left the average consumer less and less impressed over the last few years.
The separation between dealers’ understanding and their achievement in the eyes of the consumer can most likely be explained by the following,
“Dealers understand the importance of innovation with nearly all saying it is important1 (93%) to their dealership. At least a third of dealers believe innovation means advancing digital offerings on their website (34%), and implementing technology throughout the car buying process (33%). 40% of dealers say they plan to digitize lead generation (44%), deal structuring (43%), post-purchase communication (43%), and new customer prospecting (40%) in the next six months. A plurality say that new customer prospecting (17%) will benefit the most from digitization. These steps towards digitization are important for car buyers as most say dealerships should provide more information upfront about pricing and financing so they are better informed (77%). “
93% of dealers understand the importance of innovation, but less than half plan to further digitize key elements of the experience, and only about ⅓ believe that innovating their website and the tools that guide the customer throughout the buying process are a key part of that need for innovation.
BDC United knows that the customer is always right, and in this case they are saying loudly and clearly that they expect better tools to help streamline their experience and bring it in line with what they have learned to value in other online shopping experiences. Contact BDC United today to schedule a demo, and learn how their digital tools and proven expertise can help your dealership rise to the level of consumer expectation,
*https://www.capitalone.com/about/newsroom/car-buying-outlook-report-2023/