When we talk about ‘connected consumers’ it’s usually in the context of a customer’s online presence; how they expect – and in some cases demand – transparency and information, especially when it comes to big ticket items. But giving customers information and the tools they want to comparison shop is one part of the equation when it comes to the idea of a ‘connected consumer’ because, at the end of the day, consumers want a connection with people as much as they do information.
The fact of the matter is, most customers already know exactly what they’re looking for when they visit a lot. Either they’ve seen an ad online or they’ve already checked out the online inventory. So when they come in, they’re not looking for a car exactly, they’re looking to connect with someone they trust before they’re willing to fork over a substantial amount of money.