Most notably, car ownership in China has boomed over the past two decades, and the country has nearly twice as many touchpoints in the sales process as Germany. These markets offer a variety of global perspectives, with auto industries in different stages of development. For many, their online journey will lead them offline, where the purchase will finally be made.īain recently surveyed 1,500 car buyers across three key markets: the US, Germany, and China. Still, most drivers prefer test driving a car, speaking to a dealer in person, and closing the deal face to face. This includes multiple visits to the car manufacturer’s and dealer’s websites, testing or advice websites, and apps, as well as social media channels. Before ever stepping into a dealership or showroom, it’s very likely that the customer has done a significant amount of online research. Today, car buyers have multiple online and offline touchpoints throughout the buying process. Combining offline and online channels will create an optimised customer experience and, in turn, a competitive advantage for manufacturers. To account for this, and keep up with consumer preferences and behaviour, automakers must invest in a robust omnichannel sales strategy. A car buyer will visit multiple websites and dealerships before finally making a purchase. The transaction doesn’t happen all at once-our research shows the process is typically eight to ten weeks. In fact, more than 80% of car buyers consider the test drive to be an important factor in their decision, according to new research by Bain & Company, and about 70% find physical interaction with a local representative increases trust.Īs a result, the customer journey is more complicated than a simple “add to cart.” While customers predominantly collect information online and make many decisions before entering a dealership for the first time, a car sale hinges on multiple channels across a longer user journey. Many customers still would not consider a purchase this large without some level of physical interaction. There are, and always will be, a few vital things that web browsing doesn’t offer.įor most, buying a car is a significant investment that requires a high level of trust. However, focusing solely on e-commerce lacks the nuance of what today’s auto buyers prefer. Customers expect to not only explore detailed car configurations online, but they want to buy there as well. The idea that consumers would add a car to their online shopping carts was once unfathomable.Īs online sales have become more routine-and amid a dramatic push to avoid in-person purchasing during the Covid-19 pandemic-there’s a new reality today.
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