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Last month Foresight Research released the 2012 Dealership Experience Strategy Report. Among its findings are that older shoppers are less influenced by various marketing communications, and are more likely to make their decision to purchase based on the experience they have with the dealership. I don’t know exactly how they define older, but many baby boomers are now bordering on this demographic. Which demographic are you selling more cars to, Gen Y’s or Baby Boomers? Which are more likely to return to your service department? If you have a pre-paid maintenance program, which demographic is more likely to sign up?

Tags: customer, fixed, loyalty, ops, pay, retention, service

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