The way customers are interacting with dealers is rapidly changing. Buyers are more open to electronic means of communication with dealerships, and in general are demanding faster, more personalised responses.

In late 2016 Dealerweb polled 1,000 motorists on their attitudes towards the car buying process, with the data suggesting that car dealers need to consider greater use of electronic communications to reach a more digital-savvy generation of car buyers, especially when responding to web-generated enquiries.

Younger generations of car buyers are driving the shift towards electronic communications with dealerships. According to Dealerweb’s research, 54% of car buyers between the ages of 18 and 24 would prefer to communicate with dealers via text, email or social media, more than twice the number who cited phone contact as their ideal.

The growth in online enquiries

The volume of web leads generated by UK motorists continues to rise each year. In 2016, Dealerweb data from volume- and premium-brand dealers across the UK shows that leads from online sources increased by 35% compared to 2015.

James Hill, Sales Operations Director at Dealerweb commented: “Dealers are witnessing a dramatic growth in the number of web-based customer enquiries, representing a clear shift in consumer behaviour toward bespoke dealer management systems. Dealers need to meet the needs of the new generation of car buyers – ‘digital natives’ who have grown up using electronic forms of communication.

“This new generation of buyers is generally more comfortable using electronic tools to interact with car dealers, and this trend is only expected to accelerate. Indeed, buyers across all age groups are increasingly relying on electronic means of communication in all areas of their lives. The most effective sales teams in the coming years will be those who are more proactive in using the latest digital tools to engage with prospective buyers.”

Customers expect quicker, more personalised and engaging responses

Dealerweb’s data suggests that the shift towards electronic communications has led customers to demand quicker responses to enquiries. When making an online enquiry about a new vehicle, the findings suggest that 49% of prospective buyers expect a response from a dealer within one hour. Half of these – 25% of all vehicle buyers – expect the dealer to respond in under 30 minutes.

Crucially, the research also found that more than a third of prospective customers (34%) would take their enquiry elsewhere if the dealer didn’t respond in under four hours. 10% of prospective buyers would take their custom elsewhere after just one hour without a response.

There is a clear disparity between buyers of volume and premium brand models: 42% of premium brand buyers would take their enquiry to another dealership after four hours without a response, compared just to 32% of those enquiring about volume brand products. 54% of premium brand prospects admitted they would be more likely to make a purchase if a dealer responds in under one hour, compared with 48% of volume brand prospects.

James Hill commented: “A swift response says a lot about a business, especially if a dealer quickly provides prospects with personalised, engaging content. It provokes a positive reaction toward the retailer and maximises the chance of converting leads into sales. Dealerweb has developed React to help dealers stand apart from their competition and make the most of the growing online opportunity.”

The answer: Dealerweb React

Dealerweb has launched a new product called ‘React’ that enables dealers to respond quickly and efficiently to online customer enquiries. The new cloud-based software is designed as a smartphone app and desktop application which channels all customer leads into one location, allowing for a swift and personalised response by dealers.

The new system is web-based and can be accessed through a native, iOS or Android app or fully responsive web-based interface, meaning dealers can respond quickly to leads even when they’re away from their desk or the dealership.

React captures online leads from a variety of different sources and guides sales staff through a simple, step-by-step process to create professional, personalised and tailored HTML email responses. Specific content can be added, such as file attachments (e.g. a brochure for the car in question) and web links, further personalising the response and boosting customer engagement.

React allows for real-time reporting and analysis, enabling managers to assess the performance of different lead sources and individual sales personnel.

For more information on Dealerweb React click here or call us on 01392 247477.