Automotive Omnichannel User Journeys

As the automotive industry embraces digital transformation, the omnichannel also known as blended marketing customer journey has become a critical focus for dealerships looking to enhance user experiences and drive sales. Dealer Auto IT leverages omnichannel strategies to help automotive dealerships navigate the complex car-buying landscape, ensuring a seamless blend of online and offline interactions.

Understanding Omnichannel Retailing

According to Auto Trader Consumer Buying Journal Research – 2024. Consumer behaviour in car buying has shifted dramatically towards a more integrated approach, blending online and offline activities. According to AutoTrader, 7 in 10 consumers prefer to complete key buying tasks online, while 91% still visit a dealership during their buying journey. This hybrid model underscores the importance of providing a cohesive experience across all channels.

• High Online Engagement: Over half of car buyers (51%) consider the ability to complete part of the buying process online as crucial. This trend is even more pronounced among younger buyers compared to the 31% of those over 45.

• Enhanced Customer Satisfaction: While only 25% of car buyers rate their experience above 90 out of 100, the majority fall between 70 and 90, indicating significant room for improvement.

• Dealer Visits Remain Essential: Despite the rise in online activities, 90% of car buyers still visit dealerships as part of their research process. However, no buyers reported completing their entire journey offline, highlighting the necessity of an integrated approach.

Key Benefits of Omnichannel Strategies

1. 24-Hour Engagement: With 45% of deals submitted outside of regular business hours, dealerships must be equipped to engage customers around the clock.
2. Increased Conversion Rates: Leading dealerships achieve over 80% conversion rates, with deals converting at twice the rate of leads, emphasising the effectiveness of omnichannel strategies.
3. Reduced Haggling: A significant number of retailers (57%) report that buyers are less likely to haggle, streamlining the buying process.
4. Operational Efficiency: Omnichannel approaches reduce administrative burdens, with 74% of retailers spending less time on admin tasks, allowing more focus on customer interactions.

To facilitate a smooth transition to a more online-focused buying journey, dealerships need to build brand trust and provide clear, comprehensive information.

Key elements that enhance customer confidence include:

• Clear and Accessible Information: 23% of consumers value easily digestible information, and 30% prioritise trusted brands.

• Supportive Content: Providing step-by-step guides (13%), reviews (14%), and multimedia content (11%) can significantly improve the online experience.

• Available Assistance: Ensuring there are options for live chat (16%) and phone support (20%) helps address customer queries in real-time, enhancing satisfaction.

Dealer Auto IT specialises in creating an omnichannel ecosystem that bridges the gap between online and offline experiences.

Our solutions are designed to:

• Integrate Seamlessly: Our platform supports seamless integrations with tools like AutoTrader Connect, providing real-time inventory management and market insights.

• Optimise Customer Interaction: By leveraging data analytics, we help dealerships tailor their strategies to meet customer needs, enhancing engagement and retention.

• Facilitate Smooth Transactions: With features like 24-hour engagement and comprehensive support options, we ensure customers can navigate the buying process effortlessly, boosting conversion rates.