Auto dealers already have robust websites. A large majority of consumers start their car buying journey with online research, so it’s essential that dealerships have easy-to-navigate sites with plenty of information. The key to success, though, is to engage with online customers and offer the same kind of personal, responsive service that’s available inside the dealership. Many dealers already use AI, chat, and BOTs to strengthen their online service. Those businesses that are going to dominate in this auto marketplace are the ones that also leverage live engagement on their websites to provide the most comprehensive personal service to perspective customers.
Car Shopping Has Evolved
While consumers previously visited an average of seven car dealers before a purchase, car buyers now average 1.6 dealership visits. So, it goes without saying that consumers are doing more and more of the legwork to research their auto purchase online, and auto dealer websites have had to evolve to serve the needs of these potential customers. As many as 54 percent of people say they would prefer to buy a car completely online, without having to leave their home. Many people still want to test drive a car or see it in person before a purchase, but there is no doubt that the majority of the car buying process can be done from the comfort of home.