According to a recent study, shoppers are spending less time in the market for a car than in previous years. The largest decrease of time in the market is Used buyers with over 60% stating that they need rather than want a new vehicle.
This means that dealers need to be more pro-active in communicating their offers to shoppers and targeting them to influence them prior to the decision making point.
The time to influence and convert these shoppers is online where the majority of the shopping process takes place.
But how much can you influence shoppers' decisions? Don't they already know what they want?
The answer is no. In reality only one in three car buyers know the exact vehicle they want to purchase when they start shopping. They aren't even sure if they want new or used.
Almost half of New buyers considered both new and used and over half of Used buyers at 55% considered both as well.
This is good news to dealers because it means that shoppers have not made up their mind and you have the opportunity to steer them towards your dealership.
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