The Challenges of the Omnichannel Reality
Auto buyers have more digital purchase and experience choices available to them than ever before, but in-person interactions are still preferred each step of the way. Our data, however, suggests OEMs and dealers have to be diligent in keeping pace with auto buyers’ evolving omnichannel preferences.
Auto Buyers’ Purchase
Journey Preferences
To understand the full purchase journey story, it’s important to look at auto-buyer perceptions of the various elements that comprise the sales process. Note the value of the in-person experience is most evident at two critical points along the journey: test drives and vehicle setup and orientation. Traditional consumer pain points of negotiation and contract/financing (and, to a lesser degree, vehicle selection) are better positioned as online options for consumer convenience.
Perception Is Reality.
While our findings show some auto buyers are open to using digital platforms for many steps in the car buying process, there are several important areas of the in-person experience they still perceive to deliver greater value.