Consumers are shifting gears to the small screen…
Most consumers will admit to impulse-buying, whether in a grocery checkout lane or on an e-commerce website. One tap on the ‘check out now’ link and immediately, the consumer is transported across cyberspace to an awaiting virtual shopping cart. If buyers’ remorse sets in, exchanges and returns are normally an option.
It’s a different ballgame entirely with vehicle purchases. Spur of the moment transactions are rare, as these decisions can take weeks or months. Most prospective buyers pride themselves in painstakingly investigating all the nuts and bolts before they purchase a vehicle. Once the title changes hands, many new owners proudly share every detail of how they shrewdly executed the ‘deal of the century.’
The shifting starting place
The quintessential stroll through a sprawling dealership and kicking the tires is beginning to fade to black. Researchers report that 86% of buyers have moved the starting gate and initiate their search online. The average consumer may spend roughly five hours on a device. Six out of 10 begin the mobile search process while still in the ‘just browsing’ mode; they are undecided about what to purchase. From recliners to coffee shops, prospective new car owners are gravitating toward mobile devices; the empowered consumer leisurely wanders through a dealer’s entire inventory online. They expect an excellent digital experience, especially while perusing a dealership’s website. Incidentally, the survey says that customers visit only two dealerships. The competition is fierce, so getting an inside peek into the consumers’ behavior is mandatory.
More button pushing; less tire kicking
Once online, consumers dart across the automotive digital landscape at warp speed. Mobile technology propels them along their educational, information-gathering journey – from Gen X Y and Z to Boomers and older. Google researchers tell us that those on the hunt for a new vehicle have a high propensity of responding to online marketing. Compared to retail consumers, 71% of prospective auto buyers are influenced by digital ads. These journeys aren’t straight lines, as in geometry. They are more like a digital bounce zone. This means that every digital interaction is a touchpoint – something similar to pot of gold. The new buzz word for these contact points are micro moments. This is where the rubber meets the road, and this is the place where brands can and should intercept and interact with potential buyers.
Transforming the test drive
Digitization shouldn’t be viewed as daunting, but as an exciting new opportunity to become a disruptor in the consumer’s journey and car-buying experience. Long before they drive onto your lot, they have already discovered a great deal about your establishment. Don’t wait to meet them at the showroom; meet these savvy shoppers in prime time – when they first appear online. Realize that these negotiators have accumulated valuable data and are well-armed. The aces up their sleeves? Their awareness of costs, rebates, discounts and various incentives. They are enlightened shoppers who are far more knowledgeable than they were a decade ago.
Defining the moments
Recognizing that humans routinely use two words to convey desire, “I want”, Google has classified micro-moments into four groups. Brands that are alert can assert themselves as leaders and actually tilt the scales in their favor. The following types of moments indicate that the consumer is still open to being influenced; they are seeking explicit answers to questions that will help them make the smartest decision in executing a task. While these can be incorporated into a search for a plethora of goods or services, we will utilize them in vehicle inquiries.
Listen to the customers define their desires:
- I want to know moment.
I want to know what SUV is equipped with side cameras.
- I want to go moment
I want to go to the dealership that’s closest to my office.
- I want to buy moment
I want to buy a truck that has an affordable price tag.
- I want to do moment
I want to test drive a car late next Friday night.
Actionable steps
As mentioned above, prospective buyers have gone mobile, so be sure you have mobile-optimized, bite-sized content that they can view easily. Go a step further than simply providing hours and directions, perhaps offer a live chat feature. Put on the customers’ hat and help them conceptualize how it would feel to drive off your lot with a new vehicle. What would be top of mind? All leather interior? Financing options? Drilling down on questions like these will help you optimize your brand. And don’t let your site become stale. Refreshing it with relevant content will help you seize those valuable micro moments and drive sales.
