Younger car buyers show reluctance to visit showrooms

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【Summary】A new survey suggests that 75% of 18-25 year olds would prefer not to visit a showroom when shopping for a car, highlighting the growing importance of digital channels in the car buying process. In contrast, only 7% of those aged over 65 feel the same way. The survey also found that 58% of all respondents would want to visit a showroom before purchasing a car.

FutureCar Staff Sep 18, 2023 4:23 PM PT

Younger car buyers show reluctance to visit showrooms

A recent national survey commissioned by Marketing Delivery has revealed that 75% of 18- to 25-year-olds would prefer not to visit a car showroom when shopping for a new or used car. This highlights a challenge for dealers looking to attract younger buyers into physical showrooms. In contrast, older prospective buyers are more willing to visit showrooms, with only 7% of those aged over 65 preferring not to do so.

Overall, the survey found that 58% of all respondents would want to visit a showroom before buying a car. This emphasizes the growing importance of digital communication in the omnichannel purchase process. Jeremy Evans, Chief Executive at Marketing Delivery, comments, "Across all age ranges, the findings point to the importance of digital communication for engaging with prospective buyers. Most customers want an omnichannel experience and dealers need to reflect that in their interactions via email, SMS, and social channels."

The survey also revealed that 64% of respondents would conduct most of their research online before visiting a showroom. While digital plays a vital role in the car buying process, the majority of buyers still want to physically experience the car before making a commitment. Evans suggests that dealers can deliver aspects of the showroom experience within a digital realm to guide decision making, while still encouraging physical visits that are important for converting leads.

Marketing Delivery is a leading eCRM and social media agency for the UK motor retail sector. They use data from dealers' systems to create personalized and timely customer communications through email, SMS, and social media messages. Their solutions help dealers engage with customers and prospects throughout the buying and ownership cycles, improving conversion, satisfaction, retention, and reputation.

For more information about Marketing Delivery, visit their website at www.marketingdelivery.co.uk or call +44 (0) 1892 599 912.