Strengtheing online presence would align with the fact that the vast majority of survey respondents say they rely on the internet to lead them to a dealership via reviews.  -  IMAGE: Pexels/Mikhail Nilov

Strengtheing online presence would align with the fact that the vast majority of survey respondents say they rely on the internet to lead them to a dealership via reviews.

IMAGE: Pexels/Mikhail Nilov

A new study shows auto dealerships are failing to meet consumer expectations around digital communication and to maximize digital sale opportunities.

DAS Technology, a consumer-engagement technology provider, said the survey of more than 7,000 automotive consumers found that a minority of consumers – 37% – said they got payment options on their desired vehicle from dealers’ lead-response communications. And just 29% said the dealer included information on similar models when responding to them online, among other missed digital opportunities.

Just over 2% of survey respondents said they finished their car purchases all online, according to the study.

The results speak to a digital disconnect between dealerships and consumers, as they also show that the vast majority of respondents – 95% – say they rely on the internet to lead them to a dealership via online reviews, up sharply from 69% 10 years ago.

DAS recommends dealerships work to bridge the divide through various avenues:

  • Curate online reviews and set up automatic alerts of consumer engagement for fast dealership response.
  • Add artificial-intelligence-powered live chat while offering fast connection with a dealership staff person.
  • Leverage targeted online and streaming ads and social-media engagement.
  • Engage preorder customers as they wait.
  • Publicize special offers to electric-vehicle buyers, along with charging options.

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Originally posted on Auto Dealer Today

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