12.05.2007
Website dependency
Global reviews said the findings showed that along with test-drives and showrooms, on-line advertising and searching were now an equally important part of the car-buying process.
"It is clear from this research that the vast majority of car buyers depend on websites,” said Global Reviews director, Adam Goodvach. “With so many customers returning to the sites just before making their final decision, car companies are missing a trick if they fail to offer potential buyers the information they are looking for online." Almost four out of five potential car buyers want to use the internet to book test drives, according to research by dealer fleet management systems operator DCML. This was despite perceived problems using online services. It canvassed 1,089 car buyers and claims that 80 per cent said they were attracted to the convenience of online booking with the ability to check vehicle availability and select a car to try at a time which suited them. “An integrated remote booking system panders to the desires and wishes of the buyer, removes the need for dealership personnel to get involved, and removes exposure to 'double-booking,'” said DCML boss Vince Powell. However, 18 per cent of respondents said they had experienced a poor service from both dealer and manufacturer websites. Many said they arrived at showrooms to find the cars they had booked were not available. Powell said that a lot of existing systems relied on call centre staff to make bookings and but depended on dealership employees to administer them correctly. For more information on Axiom Design’s website design, development and support services and how they can help you get your site into the top listings of Google, call or email us today.
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