A new study shows auto dealerships are failing to meet consumer expectations around digital communication and to maximize digital sale opportunities.
DAS Technology, a consumer-engagement technology provider, said the survey of more than 7,000 automotive consumers found that a minority of consumers – 37% – said they got payment options on their desired vehicle from dealers’ lead-response communications. And just 29% said the dealer included information on similar models when responding to them online, among other missed digital opportunities.
Just over 2% of survey respondents said they finished their car purchases all online, according to the study.
The results speak to a digital disconnect between dealerships and consumers, as they also show that the vast majority of respondents – 95% – say they rely on the internet to lead them to a dealership via online reviews, up sharply from 69% 10 years ago.
DAS recommends dealerships work to bridge the divide through various avenues:
Curate online reviews and set up automatic alerts of consumer engagement for fast dealership response.
Add artificial-intelligence-powered live chat while offering fast connection with a dealership staff person.
Leverage targeted online and streaming ads and social-media engagement.
Engage preorder customers as they wait.
Publicize special offers to electric-vehicle buyers, along with charging options.
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