To gain a deeper understanding of why some customers still hesitate to make an online purchase and to overcome any existing barriers, it was crucial to gain insights as to what drives private consumers willing to buy a new car online. In order to better understand their needs, it was decided to move the entire purchase process for a new car to the online sales channel. The traditional car industry is characterized by many brands and showrooms where customers can see the cars up close, take test drives, and eventually decide whether or not this is the right car for them. However, the study identified six distinct online car-buyer segments that could be matched with our potential buyers. One of the key selling points leading to online purchases was price transparency and professional advice provided. DVJ Insights conducted research to discover what are the main differences in motivators between online and offline car purchases. As consumer shopping behavior shifts towards an online environment, many industries, including the car industry, must adapt to meet customers' changing needs and wants.
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