New to the forum, but thought I would weigh in.
I agree that the majority of customers do not want to complete the entire process online. The 2020 Cox Auto Buying Journey's data reinforces that point. They do want transparency in the process, which a DR tool can provide.
A couple things are key to maximizing them-
-These leads can't get a generic follow up process. That customer picked out a vehicle, and took the time to work payments on it. You can't just ask them "when can you come in?" There should be manager involvement on day one. Help them finish the deal they started!
-The instore experience has to match the online experience. The customer can't be forced to start over when they get in the store.
We added Roadster to a large 7 store group at the start of Covid (including the nation's busiest Kia store). Depending on the store, contact to appointment rate rates ran up to 60%. Closing rates ran up to 35%.
The lead counts from DR are never going to be that high, but the conversions should be. It's not about the tool. It's about the process behind it.
