Younger car buyers show reluctance towards visiting showrooms.
A recent national survey conducted by Marketing Delivery has revealed that 75% of 18- to 25-year-olds would prefer not to visit a car showroom when shopping for a new or used car. This highlights a challenge for dealers who are trying to attract younger buyers into physical showrooms. In contrast, older prospective buyers are more willing to visit showrooms, with only 7% of those aged over 65 preferring not to do so.
The survey also found that, on average, 58% of all respondents would like to visit a showroom before buying a car. This emphasizes the importance of digital communication in engaging with potential buyers across all age ranges. Jeremy Evans, Chief Executive at Marketing Delivery, emphasizes the need for dealers to provide an omnichannel experience, utilizing email, SMS, and social channels to interact with customers.
Furthermore, the survey revealed that 64% of respondents would conduct most of their car research online before visiting a showroom when they are ready to make a purchase. While digital platforms play a vital role in the car buying process, customers still want to physically experience a car before committing to a purchase. Dealers can enhance the digital experience by providing aspects of the showroom experience online, guiding decision-making and encouraging physical visits that are crucial for converting leads.
Marketing Delivery is the leading eCRM and social media agency for the UK motor retail sector. They utilize data from dealers' systems to create personalized and timely customer communications, including email, SMS, and social media messages. Their solutions help dealers engage with customers and prospects throughout the buying and ownership cycles, improving conversion rates, satisfaction, retention, and reputation. For more information, visit their website at www.marketingdelivery.co.uk or contact them at +44 (0) 1892 599 912.
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