The purchase cycle for a car takes less than three months to complete, but it involves several steps such as research, test drives, and financing. An interest in online shopping may be gaining ground, but 8 out of 10 buyers need to see a vehicle and 7 out of 10 want to test drive one before purchasing. With the number of vehicles sold in the US decreasing, automotive dealers and sellers are faced with the challenges of improving the car buying experience, both online and offline.
Improved Customer Service
Google says that 95% of car buyers use the internet as a source of information, with 65% of them taking 3 weeks to research on the web. Hence, when they finish with their research and head to a dealership, buyers already know what vehicle they want to buy. To increase customer engagement, dealers and companies integrate advanced digital technologies into the car buying process. When a client walks in to a dealership, they can use a variety of digital technology tools to complete their purchase, such as the availability of tablet-based product guides, which enable customers to quickly gain additional information and draw comparisons.
Research shows that 80% of auto buyers in the US rate conversations with salespeople as the most useful information channel. It implies that handling customers well is fundamental and delivering an exceptional customer experience is critical to make a sale. In addition to the technical details of a vehicle, financing is an important aspect in the buying process. The client might already have a list of the best auto refinance companies, but can benefit from dealerships offering hassle-free payment options, too.
Virtual Reality and the 3D Experience
Augmented reality (AR) and virtual reality (VR) technologies can also help in streamlining the buying experience. Showrooms that are transformed into marketplaces equipped with VR technologies offer advantages. Customers will be able to create a vehicle, choose features, and even test-drive it. Interactive showrooms allow clients to make informed decisions about the cars they want to buy, complementing the information they’ve already gathered while doing research online. Dealership websites that incorporate VR technologies also enable car buyers to shop for their ideal vehicles without leaving home.
AR/VR technology not only enhances customer engagement, but also reduces the operating costs of a dealership. Less floor space is needed for car displays and there will be fewer sales associates required. In addition, there is no need to exhibit so many models of cars on the site.
Buying a car may be considered a long and tedious process. However, if technologies and apps are used, the customer’s experience can be greatly enhanced, making the process a pleasant and satisfying one.
