Dealers need to “get serious” about offering an online car buying service.
Research by Capgemini concludes there is a clear opportunity to meet what it calls the latent consumer demand for end-to-end online vehicle buying.
Its reports, called Cars Online 10/11 and based on global research, says a successful buying model needs to offer key benefits to car buyers:
■ Low cost. Consumers expect a price discount when buying online
■ Easy to use. Consumers expect an easier, faster transaction online; some early attempts at online vehicle buying services have proved to be too complex
■ Include parts and accessories. Many of the same consumers who want to buy cars over the web will also purchase parts and accessories online.
“In an online buying environment, dealers will still have a role, but it may be different and more focused, with the emphasis on providing service packages and test drives,” says the report.
“The fact that consumers see a role for dealers suggests that a multi-channel buying model would be an option for many car buyers.
“In this type of model, dealers and manufacturers will need to ensure they have the right capabilities to integrate online and offline channels to provide consistency and continuity of the overall customer experience.”
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