The role of traditional car sales and visiting a showroom in the car purchasing journey has changed
Through the customer insights we’ve gathered and by analysing industry trends, we know that customers are less likely to want to follow a fixed, linear path when buying a car or choosing servicing.
Many prefer to find their own way, they value the opinions of friends, family and colleagues, and will seek advice from other sources before visiting a dealership.
It seems a visit to a retail showroom is featuring later in the decision making process, to either confirm or reject the initial choices they have already made.
Customers’ expectations of good service and customer experience will have been shaped by leaders in other sectors such as hospitality, high-end retail and travel.
They are also unlikely to return to a dealership if the experience they receive is not satisfactory, so car retailers have to get it right first time and add value, or ultimately lose the opportunity.
This is particularly true in the case of aftersales where block exemption has allowed independents far greater access to technical information and specialist tooling, allowing them to offer similar levels of service with lower overheads.
In sales, emerging competitors like car-broking website Carwow have been the catalyst for OEMs developing their own online car purchase platforms, challenging the role of traditional sales staff and the purpose of showrooms in the purchasing journey.
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