68 online researchOur latest study, The Digital Influence, shows that the experience dealerships provide while would-be customers are on the lot plays a significant role in shaping decisions about which vehicle to buy and where to buy it.

But before shoppers ever arrive at the dealership, they do a a great deal of work goes into researching which store or stores to visit and why. While some customers may be influenced by previous experiences with the dealership, the study shows that nearly two-thirds of shoppers rely on online sources (e.g. independent research sites, dealership websites) to inform their decision. Without a strong, consistent presence you may be giving shoppers the wrong information – or worse yet, no information at all.

Related: [Webinar archive] The Digital Influence: How online research puts shoppers in control