Capgemini’s Annual Cars Online Study - Tracking Consumer Buying Behavior

[bhoecht]

Oscar,

I'll have one of my dealers quote back stats of results and engagement that way it is not me (the vendor) doing it.

If I could make a suggestion... don't think in terms of all or none (i.e. all consumers won't buy online and more than none will also).

The shopping cart is an attraction ("We have shop online") and engagement tool (Consumer has to give name, phone # + email in order to do more than look at cars).

That way you get the selling opportunity regardless... and where you will sell most of your extra cars by having this.

Buy online is just a natural extension of shop. A few will buy online, but that is not where you build your business case. Yes it is almost purely incremental to what you are getting today, but I'll let my dealers speak to that.

I thought you may find this interesting too... Here is a link to a TV news show piece where they interviewed a consumer who used the service.

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wbztv.com

Not all. Not none. Just more.

Use it to attract and get yourself more good engaged consumers.

 

[Alex Snyder (blog)]

Oscar,

I don't typically post our business statistics, but I can tell you the most common thing I hear from the customers who use myLIVEoffer:

"It made me buy a car sooner than I was expecting to"

So, customers are playing on Checkered Flag.com, they find "Make My Deal" (myLIVEoffer) and play with it. Sometimes it gets them to pull the trigger sooner, but most of the time it keeps people coming back to us over and over again....and talking to their friends about it

 

[Oscar Vanderkooij]

Alex,

Do you see a better closing ratio on the myliveoffer leads than the other leads from your website? You do not have to tell me percentages if you do not feel comfortable posting that I understand. Just want to know whether closing ratio is higher, because that is what I see as the biggest benefit.

Thanks in advance.