Survey Report As AI usage in the early car buying stages increases, dealers who prioritize a seamless online-to-offline experience gain a competitive edge. Where does your dealership stand?
shoppers are comfortable using AI for car purchasing advice
of shoppers pick a dealership for a convenient buying process
of shoppers expect car buying experiences to match those of retail giants
While just 12% of Gen X respondents currently use AI for research, usage rises to 17% among those aged 18 to 43, signaling a clear generational trend. Overall, 62% of respondents were comfortable using AI and 23% felt very comfortable indicating that dealers that begin integrating AI thoughtfully now will be better positioned to meet future buyer expectations.
Shoppers expect the digital portion of their car buying journey to match the high levels of personalization and convenience set by global retail giants. With the majority of shoppers performing online research before making a purchase, dealers need to invest in their digital presence to ensure a smooth experience that will ultimately bring the shopper into the store.
For 56% of shoppers, the convenience of the buying process influences where they will ultimately make their purchase. Modern shoppers see speed, convenience, and personalized experiences as a decisive part of earning their trust and their business.
Outdated practices like unclear pricing, excessive pop-ups, or inaccurate inventory can easily cost you a sale in a time where shoppers are looking for convenience and ease of purchase. Investing in your digital experience can help build trust and bring in more shoppers.
While AI is not replacing dealerships, it is playing a critical role in shopper purchasing decisions. Dealerships need to get on board with AI and embrace its ability to offer the convenient, personalized shopping experience potential buyers are looking for.
The transition from online to offline must be seamless. Dealers need to leverage their shopper data to make the transition from the website to the showroom smooth and unified, ensuring the shopper feels their needs are understood at every touch point.
Fullpath is the automotive industry’s leading enhanced Customer Data Platform (CDP) working to unify first-party dealership data and activate it by layering powerful AI and marketing automation on top to create a Customer Data and Experience Platform (CDXP). Dealerships that invest in the platform create lasting, resilient, data driven businesses that can withstand any competitive environment.
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