EFG Companies, the innovator behind the award-winning Hyundai Assurance program, announced today the results of its second national consumer research study revealing the critical role of a dealership’s online presence in making a sale. According to the 1,457 respondents, their buying research process goes well beyond simply narrowing down their vehicle selection, and the smallest mistake can eliminate a dealership from consideration. The softening market coupled with a growing Millennial/Gen Z consumer, demands an increased focus on the dealership’s digital eLead process to increase conversions. For more information, visit http://bit.ly/2GGG93K.
The research revealed seven key data points on the average consumer’s first point of contact with a dealership:
- 50 percent of customers check a dealer’s online customer reviews prior to considering them for a potential vehicle purchase.
- 71 percent compare dealership website prices before deciding which dealership to visit.
- 83 percent expect a response from the dealership within 24 hours of sending an online vehicle inquiry, and 16 percent want information immediately or within the hour.
- 43 percent say the more information you can provide online, the more apt they are to visit the dealership.
- 45 percent rank poor spelling, grammar and punctuation as a top three reason to eliminate a dealership from consideration.
- Only 9 percent want a phone call from the dealership after they’ve submitted an online request.