Stat of the week: Online research drives dealership visits

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

[Webinar] Digital influence: How online research keeps auto shoppers in control

Are you curious what drives car shoppers to your dealership?

In our upcoming webinar, we’ll be sharing new research to help both dealers and manufacturers understand how various marketing channels influence consumer buying decisions. From TV and radio to independent research sites and dealership websites, analyst Simon Tiffen and training manager Jack Simmons will discuss the complex route shoppers take when buying a new vehicle. Register today to be among the first to get access to these new shopper insights from C+R Research. Click the below to register via Automotive News.

Recap

Webinar: Digital Influence: How Online Research Keeps Auto Shoppers in Control

When: Thursday, September 4 at 2:00 PM ET

Cost: Free

By attending this webinar, you will learn:

  • How shoppers are taking charge of the research process
  • Which online and offline information sources are the most influential among consumers
  • How to influence consumer decisions, even when they’re in control
  • How to optimize your marketing investment in an omni-channel world

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Questions about attending? Drop us a line at dealeradvantage@cars.com

April auto sales projected to impact spring showroom traffic

As we look forward to April sales reporting day, we’re anticipating new-vehicle sales to exceed 1.4 million units, which translates into an April SAAR of about 16.3 million. The projected 10 percent year-over-year increase indicates a positive start to the spring sales season, which will bring new-car shoppers out in force to dealership lots.

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Chief Analyst Jesse Toprak breaks down March 2014 sales

Exceeding expectations after a slow first quarter, the last 10 day of the month drove strong sales to close out March.  With that in mind, dealers and manufacturers can look forward to the spring and summer car buying season, aided by healthy incentives and growing consumer confidence. For more on March and April trends, watch this abridged recap of our weekly Google+ hangout.

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[Webinar Archive] Under the Hood with Dealer Reviews

Did you miss yesterday’s webinar on service-based Dealer Reviews? Click below to access the replay of our presentation: Under the Hood with Dealer Reviews

In the his 30 minute session, Cars.com Trainer Ed Woefle shares tips for how to build your dealership’s online reputation through your service department, as well as strategies for monitoring reviews and engaging with customers.

Cars.com webinar

Related

[Webinar] Under the Hood with Dealer Reviews

These days consumers go online to check reviews before they spend money on almost anything, including when they’re deciding where to take their vehicle for service. While most dealerships have made strides in managing the online reputation of their sales operations, service reviews are sometimes left overlooked, giving independent repair shops and franchise chains a leg up when it comes to attracting customers.  Failing to differentiate your brand through service reviews not only has a negative impact on converting and retaining service customers, it also can impact vehicle sales.  More than 90% of new-car shoppers report they want to read service reviews when considering which dealership to buy from.

If your service department is need of a reputation tune-up, join Cars.com’s Ed Woelfle on February 18 at 1 pm CST for Under the Hood with Dealer Reviews.

Cars.com webinar

In this free webinar event, you’ll learn how to:

  • Build up your dealership’s online reputation with reviews from your service department
  • Encourage service staff to ask for customer feedback
  • Monitor and respond to service department reviews
  • Turn positive service reviews into vehicle sales

[Webinar] Cars.com teams up with Automotive News to help your dealership navigate mobile marketing

If there was one trend that stood out at this year’s NADA convention, it was mobile. In workshops and on the show floor, everyone was talking about the rise of the mobile consumer and what dealerships need to do to adapt to this trend. Does your store have a game plan to deal with the skyrocketing growth?

Cars.com Navigating Mobile WebinarTo help you better understand new mobile shopping behaviors and what they mean for your digital marketing strategy, Cars.com has teamed up with Automotive News to bring you a free PowerTraining Webinar, Navigating Mobile Marketing.

Cars.com’s Alex Vetter and Jack Simmons will present findings from an independent study conducted with Placed, Inc., that provides insight to how car shoppers are using their mobile devices.

“One of the things that surprised even us was the influence mobile had once a shopper arrived at the showroom,” said Simmons. “63% were turning to their phones to conduct additional research and were actually switching dealerships as a result of information they were finding. Dealers who understand this impact and adapt practices in their marketing and showroom have an opportunity to retain more floor traffic and even conquest shoppers from their competitors.”

In this free webinar event you’ll learn:

  • How shoppers are using mobile devices throughout their research, including on-the-lot, to decide what and where to buy
  • How to take a mobile-first approach to your marketing and showroom experience
  • How to overcome showrooming and turn mobile shoppers into sales

Register

The webinar will be held on February 11th at 1:00 pm CST.

[Webinar] Replay The 7 Digital Sins of Attribution Webinar

Did you miss last week’s webinar on metrics and measurement? Click below to register for access to the replay of The 7 Digital Sins of Attribution broadcast.

In their fifty minute session, Cars.com Trainers, Ed Woelfle and Jack Simmons, work together to highlight seven common measurement challenges, and provide tips to align processes and media buying decisions with the behaviors of today’s car shopper. Registration is free, simply fill out the basic information in the linked form.

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[ebook] The 7 Digital Sins of Attribution

An introduction to The 7 Digital Sins