Nearly half (46%) of car buyers surveyed by Cooper Solutions said using the same sort of smart technology they would use at home at the dealership offers a ‘more positive customer experience’.
Cooper Solutions polled 100 car buyers earlier this month on the benefits of technology like touchscreens, TVs and tablets during the car buying process.
Over half (56%) of those surveyed believe dealers who use smart technology offer a more ‘efficient’ car buying process, while 73% said that those dealers who don’t use technology for the benefit of the customer are seen as not being as ‘professional’ as those that do offer it.
The ‘swapper’ – the customer who part exchanges their car – has particular expectations when it comes to getting a vehicle valuation.
Over a third (33%) of consumers surveyed revealed they would be more ‘confident’ if a dealer provided an electronic valuation; 67% of all those surveyed believed a more traditional type of valuation wouldn’t be as accurate.
Barry Cooper, Cooper Solutions managing director, said: “Our research shows that as many as 68% of car buyers believe that dealers who are not using smart technology in the showroom are not being as transparent about the sales and services they offer as they could be.
“Take for example the vehicle appraisal process; it’s crucial the way this is conducted, calculated and communicated to the prospective customer in securing a sale. Those dealers who take a ‘Wizard of Oz’ approach to appraisals – disappearing behind closed doors to produce a quote - seriously underestimate the impression this leaves with the customer. One properly appraised vehicle will return the cost of an iPad, and offer greater reassurance to the buyer that they are getting the best market price for their part exchange, plus it could engender a greater level of trust.
“Today’s tech savvy car buyers expect a seamless experience, from initial research using a dealer website through to the visit to the showroom itself."