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Van and Car sales have changed a lot in the past few years. Digital has a significant impact on how we buy and sell cars today.
If you have been selling cars online for a while, you’ll have observed that buyers’ behaviorcontinues to change over the years. This is especially in correlation with developments in technology trends. The continuous availability of information on the internet has triggered a sort of revolution of consumers. People are more equipped to make decisions on a whim, giving them some power in the purchase process.
The following are common online trends displayed by buyers in the automobile industry. Knowing them can help you make strategic changes to your business approach.
Research happens online and influences offline sales
Online channels have not stopped people form visiting dealerships (perhaps for now), however the decisions are made online. This means customers visit dealer websites and other relevant auto sites to research their ideal vehicle before completing sales at the shop.
If your dealership has a website that satisfies all concerns somebody has about their choice car, including the price, chances are they will visit your shop and buy. Ensure you reach your prospective customers on all necessary online platforms and convert them at your store.
"With our website we can show our prospective customers the range of specialised Volkswagens that we carry and the customisation that we are able to do, to fit these Vans specifically to the individual nature of our customers." - VW -T.co.uk - Volkswagen T5 and T6 camper van specialists.
Buyers are making faster decisions
In the 2011, consumers took about 6 months to research and buy a vehicle, and 2013, it shrunk to 4 months. A recent survey has shown that 90% of buyers now spend an average of 2.3 months from research to purchase.
Most buyers use Google Search and other search engines for a shorter, more efficient research process before committing financially. Digital channels can replicate or replace much of the initial purchase process which used to prolong buying decisions.
Online video simplifies research
Video has remained a very effective medium for online buyers who are researching quick and entertaining information about cars they want to buy. Product demos are very popular on YouTube because they reveal much of the information prospective buyers are looking for.
As a dealer, you may want to setup a video channel to engage potential buyers. Think of pain-points your customers may have and address them in your video. From functional features to emotional aspects, you are in a better position to attract buyers if your video is engaging.
A Google survey revealed the following YouTube Stats:
67% of buyers evaluated offers in auto advertisements
65% of buyers searched brands and models
50% read posts and reviews
Customers expect quick response 24/7
The game has indeed changed. There was a time when people sent mail inquiries and waited days for a response. Today, the race is for the swiftest. A buyer can send inquiries about a vehicle to over 10 dealerships via their online contact form. The quickest to respond is most likely the shop they’ll visit.
In the era of real-time response, brands are no longer talking at their customers. The process is a two-way dialogue. If you haven’t incorporated an efficient response system on your website, you could be losing sales-ready customers.