Easing buyers into online sales
Cox executive advises taking it step by step with car-buying process
DETROIT — While consumers purchase many items online without a second thought, the prospect of a “click to buy” button on dealership sites “scared consumers to death,” says Cox Automotive COO Mark O’Neil.
“They weren’t thinking of it as ‘quick and easy,’ but ‘handcuffs and shackles,’ ” he said. They feared getting locked into a deal or having $30,000 withdrawn from their bank account seconds after clicking on it, he said, citing the company’s research.