Earlier than a automotive purchaser ever steps onto your forecourt or sends an enquiry, they’ve already executed the exhausting work. On common, UK consumers spend 88 days researching their subsequent car. Evaluating fashions, shortlisting choices, and constructing belief. By the point they attain out, they’re not simply searching, they’re prepared to purchase.
However are retailers prepared to satisfy them?
What the Thriller Buying Revealed
As a part of the Autotrader Retailer Awards, we run an annual thriller procuring programme focusing on the highest 1000 automotive retailers on our platform. It’s designed to uncover what nice customer support actually seems to be like… and the place it’s falling brief.
The programme is break up into two phases:
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Digit audit – a complete analysis of their digital forecourt as effectively and e mail enquiry the place retailers are scored on how they reply.
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Forecourt go to – prime performers from section one are then put to section two, an analysis of the in-person expertise.
Our learnings from the method reveal not solely what it takes to change into an award-winning enterprise, however a extremely profitable automotive retailer that by no means misses a sale.
The Gaps within the Buyer Journey
Our findings present that many retailers are lacking out on severe consumers just by not responding, or not responding effectively.
