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Monday, November 21, 2011

Online shopping impacts on-lot test drives

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?

Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.

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