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CBT News' Joe Gumm interviews Mike Burgiss

Cox Automotive’s Mike Burgiss: Results from the Future of Digital Retail Study


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Article Highlights

  1. The Future of Digital Retail Study, Cox Automotive's latest research, debunks the myth that the dealership is going away. In fact, the study indicates just the opposite: The dealership remains central to car buying.
  2. 83 percent of car shoppers are ready to take at least one step of their purchase online.
  3. Our study's convincing numbers point to a significant role for the dealership, while it's also clear that customers are looking for options to complete portions of the sales process online. The study reports that 85 percent of shoppers are more likely to buy from a dealership that offers at least one of the major purchase steps online.

When the Future of Digital Retail study came out last month, it provided a consumer’s view of the car shopping process. Joe Gumm at CBT News wanted to share with his audience how those views impacted trends we’re seeing develop for 2018 and how they affect dealers. Mike Burgiss, vice president for Digital Retailing at Cox Automotive, told CBT that some of the findings were a little surprising in some areas.

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