If you had to guess, how big would you say your dealership’s showroom is?
Somewhere in the neighborhood of 15,000 or 18,000 square feet, maybe bigger? The front façade is probably in tip-top shape, the last of the 2014s are glistening, perfectly detailed and merchandised online. And I bet it’s full of amenities – lounge areas, a coffee bar, flat-screen TVs, WiFi – all of which help your customers feel at home when they come visit. But that’s not entirely accurate.
The truth is that for one out of every four of your customers, your dealership is far smaller. In fact, it lives on a screen that’s only about five inches wide – a smartphone. I sure hope the espresso maker fits.
Understanding Mobile-Only Shoppers
Earlier this year, we commissioned a study with the research firm Placed Inc. to better understand how car shoppers use their mobile devices during the shopping process, and to learn how mobile affects consumer decisions on dealership lots. What we found is that an astounding 25% of consumers used only a smartphone to do automotive research before visiting a dealership.
Now that’s a radical concept…