Whitepapers

2. Understand Their Pre-Purchase Behavior Car shoppers are increasingly turning to the Internet for pre-purchase research, especially when it comes to deals. The digital pre-purchase experience is shaping consumers' expectations when it comes to the buying experience. Do an online search for "tips for first-time car buyers" and see what advice your prospects are getting. Kelley Blue Book advises them to, "stay away from dealerships where two-thirds of the sales staff is sitting or standing at the front entrance." Experian's guide for first-time car buyers advises shoppers to estimate the average price for a vehicle and, "take 10% to 20% off that figure and make the seller an offer." When you understand the messaging first-time shoppers are receiving during their research, you'll be better prepared to answer their questions. Take this approach further by utilizing predictive marketing technology to analyze early buying behaviors with behavior prediction technology platforms. This allows dealers to identify customers early in their buying journey and create a buying experience tailored to their needs. 3. Meet Their Digital Demands Buyers' online experiences will likely expand beyond the pre-purchase phase. Digital retailing is more important than ever in the wake of the pandemic, as it's likely where you'll have your first touchpoint with a prospective first-time car buyer. Many dealers find success in including content on their website aimed at first-time car shoppers. This is especially true with info about F&I, a common pain point for any car buyer but especially for first-time shoppers. Helping your customers understand the F&I process ahead of time increases their comfort with the transaction and improves long-term satisfaction. Ensure your dealership is making the most of digital tools like video messaging, is responsive to voice search, is utilizing texting capabilities and is otherwise ready to engage prospects in their preferred digital format. These engagement points are where your BDC has the best opportunity to engage online shoppers and turn them into dealership leads. INTERNET SEARCHES FOR "IS IT A GOOD TIME TO BUY A CAR" GREW MORE THAN 9X BETWEEN JANUARY AND FEBRUARY 2020 AND MARCH AND APRIL 2020 THINK WITH GOOGLE, 2020 EVEN BEFORE COVID-19, 46% OF CAR BUYERS USED DEALERSHIP WEBSITES AS PART OF THEIR SHOPPING PROCESS COX AUTOMOTIVE, 2019 CAR BUYER JOURNEY STUDY

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