Observation: A story from the Detroit News suggests that online buyers are taking fewer test drives before buying a car. See the piece by clicking here.
Implications: We’ve been long studying how, when consumers conduct extensive Internet research, it can have the affect of compressing the face time a dealership or retailer might get with that consumer. This article seems to suggest that web research could even eliminate their opportunity to sell… or up-sell.
How is online buying—or research—impacting the face time you used to get with your customers?