Market Insights

Digital Retailing

Monday November 6, 2017 4:12 min Read

According to the 2017 Cox Automotive Digital Retailing Study, nearly all consumers (98%) want the ability to do at least some piece of the car shopping/buying process online, suggesting that dealers should incorporate at least some aspect of digital retailing into their offerings. In this video, Isabelle Helms, Vice President of Research & Market Intelligence at Cox Automotive, talks about what we can do to improve the consumer experience at the dealership and before they even set foot in the store.

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Article Highlights

Dealers need to deliver the kind of online experience that consumers have grown to expect from other industries outside automotive. Digital Retailing offers a digital experience that meets consumer expectations while allowing dealers to maintain control of the deal.
Car buyer satisfaction experiences decline the longer a consumer is at the dealership – with a dramatic drop-off after the initial 90 minutes. One way to complete the transaction under the 90-minute threshold is to allow consumers the ability to accomplish more car buying/shopping processes before they even set foot in the dealership.
The F&I office experience at the dealership is a primary source of frustration for consumers. Yet, 8 out of 10 shoppers want to learn about F&I before they visit the dealership, which actually improves likelihood to purchase and can decrease time spent in the dealership.

Digital Retailing

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