Digital Retailing, digital advertising & how customers budget their payments are just a few ways dealers have had to adapt over the last year
ATLANTA – (July 27, 2021) – PureCars, a leading provider of digital marketing technology and services for automotive dealers, today announced results of a recent dealer survey that sheds light on how their business has changed since the onset of the pandemic. From the tools they use to entice customers, how customers now transact, to the type of advertising they are leveraging, the pandemic has changed the dealership business model.
PureCars commissioned an online survey during June and collected responses from nearly 200 dealers throughout the U.S. Following are key takeaways from dealers on a variety of topics:
How Dealers Entice Online Transactions for Consumers:
There are distinct differences in what dealers offered pre-pandemic compared with today to entice their customers to leverage online or digital retailing.
Volume of Digital Retail Transactions Pre-Pandemic Versus Today:
There is a noticeable trend of how many transactions took place partially and fully in the pre-pandemic era compared to today.
The Pandemic Altered How Dealers Advertise Their Vehicles
There are different forms of advertising dealers leverage today in order to promote their dealerships or offers.
New Trends in How Customers Budget for Vehicles
Dealers reported an increase in customers budgeting based on monthly payment.
“We knew the pandemic would alter many of the ways in which dealers conduct their business; much of this was evident in the early days of the pandemic when dealers had to adapt quickly to meet the new demands of their customers by focusing on the experience and putting the customer first,” said Jeremy Anspach, CEO of PureCars. “Fast forward to more than a year later and we’re able to see just how much change has happened, and is still happening, to accommodate the customer online and offline; those who make it the easiest for the shopper are gaining market share. It is clear that there are several ways in which the dealership business model has been forever changed; shop by payment at the inception of the buying process is just one of the many positive changes to the overall experience.”
PureCars is dedicated to helping dealers and the automotive industry thrive with its advanced martech, fintech, advertising insights and portfolio management platform. Only PureCars has PURE™ Intelligence, giving dealers and automotive marketers a competitive edge with information that is PURE: Proven, Understandable, Relevant and Essential. PureCars’ industry-leading tech leverages data and insights to make smarter media buys that result in lower ad costs per unit sold and per repair order. Since its founding in 2007, PureCars has achieved great success by combining martech with digital merchandising and market analytics tools to provide dealers and partners with best-in-class solutions that increase efficiency and profitability. PureCars is a certified digital provider for 15 OEMs in the U.S. and 1 in Canada, compliant with 40+ brands and serves 65 of the top 100 dealer groups in North America.
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