How female dealer staff are achieving a high proportion of sales is one of the issues to be explored at AM’s Digital Dealer Conference in September.
Carwow sales director John Miele will look into issues such as this and share insights from his business when he takes to the podium on September 6.
Headline sponsor Carwow will provide a host of insights using data from Experian, Google and its own customers to deliver a better understanding of the types of customers utilising its website at the event which takes place at Whittlebury Hall Hotel, near Silverstone, Northamptonshire.
Its demographic data on new car buyers includes revelations that whilst only 6% of staff at its partner dealers are female, they secure 20% of its business raising questions around gender and car purchase preferences.
Miele said: “At the moment we don’t know whether car buyers who prefer a female dealer, possibly women drivers themselves or even older people who may perceive women to be more trustworthy, are representative of all car buyers or whether online aggregators such as ourselves attract a particular demographic.
“It is these types of questions we are seeking to answer with the help of Experian which will provide a fascinating insight into the car buyer who prefers the independent online option.”
Last year 15,000 vehicles were sold via Carwow and in the first six months of this year, that figure had already been exceeded reflecting a growing appetite among car buyers to consider different ways of researching their next vehicle and connecting with the businesses selling them.
“Far from being a race to the bottom - which is what many dealers feared - our experience shows consumers are more concerned with the level of customer care they receive.”
“What will be particularly interesting will be the demographics of our users which will help all of us in the sector gain a better understanding of the new generation of digital car buyer.
“We hope our research will also help dealers in their staffing by revealing granular detail such as when people are more likely to be online looking for their new car which could suggest a need for facilities such as live chat in the early evening and a need for a different type of sales employee alongside the traditional sales executive.”
Other areas the research is likely to provide helpful signposts include the type of cars people are looking to buy and the reasons behind their choice.
Tickets are available to dealers and manufacturers, with a limited number of supplier tickets on sale.