International News
Australian Market Report
Q3
Car shoppers
feeling webto-showroom
disconnect
Readers of our Market Report will be no strangers to the
topic of online vehicle shopping, which we have covered
in detail in past issues. Cox Automotive have led the
way when it comes to consumer research, however
this time we are taking a look at an interesting
study by Accenture, on the disconnect car buyers
are feeling between the online experience and
the showroom visit.
M
ore and more people are looking for their next vehicle online.
That’s changed the nature of brick-and-mortar shopping, with
many buyers starting the process digitally and finishing it at the
dealership. But a recent survey from Accenture revealed that shoppers
are feeling a disconnect between their web and showroom experiences.
Consumers in the U.S., China and Germany who recently purchased a
vehicle were asked to rate their perception of “seamless integration”
on a scale of 1 to 4, with 4 being “most integrated.” The average rating
was 2.32.
“Today’s consumers, influenced by digital technology, are driving the
car-buying process. They are visiting showrooms to seek distinct
information to supplement the information found on the web, and
want counsel from product and customer experts instead of a traditional
sales presentation,” said Axel Schmidt, managing director in Accenture’s
automotive practice. >
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