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Give customers a seamless‘clicks to bricks’ experience
By Carol Fairchild, commercial director, CitNOW
The combined attraction of the physical dealership and undertaking part and, for some, all of the car purchase online means digital transactions need to be on retailers’ radars – CitNOW’s latest research found a third (32%) of car buyers would be comfortable purchasing a vehicle entirely online.
Undoubtedly, most car buyers expect to move seamlessly between online and in-store.
The findings in CitNOW’s Evolution of the Car Buyer 2019 report underlined the importance of high-quality digital assets such as images and video, which will gain even more in importance for online car purchases. Two thirds (66%) of drivers feel it’s important to see high-quality interior and exterior imagery of their purchase, while 35% feel it’s important to see a video.
Not surprisingly, 43% of those aged 35-44 are most likely to consider buying online, the research found. Least likely (26%) are 18- to 24-year-olds and over-55s, perhaps reflecting the negotiation and buying confidence of the younger generation and digital confidence in the older age group.
Mobile devices, currently second behind laptops as the preferred platform for motorists searching for their next vehicle, will increase, particularly as 18-24-year-olds age – three quarters of this group use a smartphone for their research.
Retailers need to focus on delivering genuine end-to-end internet car sales, together with a mobile-first strategy and a digital experience incorporating high-quality images and video, which also allows customers to weave seamlessly between the virtual and the physical.
To read the Evolution of the Car Buyer click here
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