Dealers need to build online trust to keep pace with changing consumer buying habits – Automotive Management Live 2017.
Consumers are increasingly willing to buy cars online making building online trust essential for dealers, according to the latest research from online review platform Trustpilot.
Automotive retailers have a historic challenge when it comes to establishing trust, but in a world where online research is already the norm, dealers must act, according to Trustpilot which will present findings of its survey carried out in September at this year’s Automotive Management Live.
Kristian Wheeler, the UK’s sales team lead, will take to the stage as part of the event’s insight theatre on used cars, sponsored by Trustpilot, exploring the influence of third party reviews on a consumer’s decision to purchase from a particular business.
Wheeler said: “Our research tells us more and more people are now open to buying a car online. That’s particularly true for ‘Millennials’ who have grown-up with the internet and prefer to search digitally, if they’re confident in the trustworthiness and experience on offer. This is a threat for dealers but it’s also a major opportunity.
“Consumers are increasingly reliant on digital information to decide on both the car and the dealer. It has become incredibly important for businesses to build trust during the online journey with reviews forming a huge part of that process.”
The research, which was undertaken with YouGov and questioned 2,000 UK motorists in September, will be available at Automotive Management Live.
In the past three years Trustpilot has seen a continuing upward trend among dealers embracing third party reviews. It’s presence in automotive recently accelerated after Auto Trader partnered with the company to both manage reviews about its own service as well enabling dealers to integrate their own Trustpilot reviews into the Auto Trader marketplace. Dealer reviews on Trustpilot are now visible when consumers search on Auto Trader’s website.
Automotive Management Live 2017 - free to dealers and manufacturers
Taking place on November 9 at Birmingham NEC, Automotive Management Live is a one-day expo incorporating best practice seminars, a profit clinic, an exhibitors’ hall where a host of leading industry suppliers will showcase their latest products and services, and the insight theatre which also includes sessions on F&I and the new data regulations GDPR.