Assessing Consumers' Preference for Online vs. In- Showroom Car Buying
Amidst the ever-evolving digital landscape of the auto industry, Cox Automotive strives to delve deeper into the conundrum of how much of the buying journey prospective car buyers are willing to undertake both virtually and in brick-and-mortar dealerships at Car Dealer Live.
With a mission to unravel the mystery, the experts at the firm have embarked on a quest to gather the thoughts of both car buyers and dealers alike, delving into their desires and expectations for the online and in-person aspects of car purchasing.
While it's a widely accepted notion that consumers relish the opportunity to conduct a substantial amount of their research digitally, the extent to which they aspire to finalize the buying process from the comfort of their homes remains shrouded in mystery.
The highly anticipated Car Dealer Live conference, which is being hosted on March 9 (sponsored by Auto Trader) at the British Motor Museum in Gaydon, will present the findings of this in-depth research.
The Car Dealer Live team will be joined on stage by Phil Nothard, Insight and Strategy Director at Cox Automotive, as well as two special guests: Michael Bell, CEO of Available Car, and Stephanie Muzzall, Digital Project Manager for Consumer Digital at Volvo Car UK.
Together, they will examine the survey's results and have a stimulating conversation that should throw fresh light on the automobile industry's digital transition.
The team is starting a quest to understand the mysterious ways that customers and dealers are navigating the quickly evolving digital ecosystem, according to well-known automotive personality Phil Nothard.
The research poll is Live now, giving auto dealers the option to voice their ideas and opinions, and the findings will be presented at the Car Dealer Live event in an engaging presentation steered by Nothard and his illustrious guests, who bring a unique perspective as merchants and OEMs.
These exceptional guests will discuss some of the most perplexing research results, bringing depth and perspective to the intricate and constantly evolving digital world.
Nothard declared: "Our investigation attempts to identify merchants' challenges in providing a seamless omnichannel experience. It will look into their cutting-edge digital solutions and what customers like about the selections on retail websites.”
“Will future car purchases be made totally online, with no in-person interactions between customers and sellers, or has this already happened?”
“Our goal is to understand how consumer and merchant tastes are converging in the digital sphere."
He went on: "Buyers and sellers still interact personally, so it's expected that there will only be a small percentage of consumers willing to complete an end-to-end online transaction without any merchant interaction.”
“Nevertheless, the modern customer demands a hybrid experience that allows them to start their trip online and continue it offline. Merchants need to be prepared for the numerous changes that are coming."
The confluence of industry leaders, including Cox Automotive, Google, Auto Trader, Close Brothers Motor Finance, Polestar, Suzuki, and MG, will converge in an extravaganza of knowledge-sharing and futurism as they delve into the mind-bending realm of the car dealer's destiny. The occasion, steeped in research presentations and expert panel discussions, will leave attendees astounded and captivated.
Source and Image: Car Dealer Magazine
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