Dealers must offer as good a digital experience through online as they do in the dealership if they are to continue to target and win new customers, according to a new CDK Global white paper.
The first in a series of Dealership Dilemmas papers shows that an average of 10 hours is spent by car buyers online, searching for information and deciding when and where to buy.
It also found that customers expect to be able to make a purchase anywhere and at any time across multiple touchpoints, with 70% of global customers preferring brands that provide service across multiple channels.
In terms of how these channels are used, 52% of new and used car customers visit the dealer’s own website during the purchasing process and 80% of customers will use multiple devices to research their next vehicle.
This split means that it is important for dealers to ensure that this first interaction with prospective customers is seamless across mobile or desktop.
Stuart Miles, managing director UK & Ireland at CDK Global said: ‘At CDK Global we want our dealers to thrive no matter how much the industry changes moving forwards, so we’ve created our Dealership Dilemmas series to help them as much as possible.
“Although the first dilemma focuses on the important topic of improving their digital presence, more Dealership Dilemmas will be introduced moving forwards on topics including the use of technology to improve the car retailing experience and improving workshop efficiency.”