While 63 percent of car shoppers enter the process with a brand in mind, just 20 percent actually buy that brand, creating an opportunities for dealers to capture market share from their competitors. In her session, “Digital Moments that Matter: Local, Mobile, Social,” Google’s Lindsay Schultz shared how dealers must influence car shopper consideration in the Zero Moment of Truth – well before that shopper ever contacts the dealer.
In a multi-screen world where shoppers are consistently linked to their phones, tablets, computers and television screens, they’re in a state of constant consideration of products and services before ever visiting a retailer. Among the low-hanging fruit Schultz mentioned was video – in fact, 1 in 4 car shoppers watch video, indicating a consumer who is more engaged and likely to take action.
Schultz also suggested customer reviews as an opportunity, sharing that while 94 percent of car buyers are satisfied with their purchase, just 64 percent take post-purchase action, and only 16 percent of that takes place online.
She also spoke to the power of mobile in the car-buying process, particularly when it comes to how dealerships show up online while shoppers are right on their lot – or a competitor’s.
For more from Google on ZMOT, check out www.zeromomentoftruth.com