News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Placed: Showrooming now mainstream in auto sector
It's no secret that an increasing number of consumers are taking their mobiles into grocery and big box stores as well as the local mall while shopping to comparison shop. In many categories that number of consumers is still relatively small - but not in auto. According to new Placed data, showrooming is mainstream in the automotive sector.
The data shows that most (81%) of auto shoppers are using smartphones to research vehicle purchases; 63% are using mobiles while at the dealership. About one-quarter of those researching via mobile pre-purchase are using only their mobiles to do said research.
"In the same way online advertising revolutionized the automotive retail industry over the past decade, mobile shopping has exploded in just the past year, fundamentally changing the way dealers need to engage with customers," said Alex Vetter, senior vice president at Cars.com, which commissioned the study. "Retailers should take immediate action to make mobile a cornerstone of their marketing strategy or risk losing out to mobile-savvy competitors."
"There's been similar research around showrooming across other retail categories, but this is the first time anyone has been able to look quantitatively at mobile consumer behavior within automotive with this level of detail," said David Shim, Founder and CEO at Placed. "A vehicle is one of the largest retail purchases a consumer makes, so it's understandable that shoppers use every resource available - including their smartphone - to make what is often a very complex, calculated decision."
Other interesting findings from the report include:
• 33% of auto buyers say they've been influenced to switch dealerships by mobile ads
• 72% of auto showroomers are 'more likely to visit' multiple dealerships than non-smartphone users
• 52% of those who visit multiple lots do so because of the research found via mobile
While on the lot, most mobile showroomers are calculating prices/payments or confirming a vehicle is available at their preferred lot. Many are also comparing prices between dealerships.
Image via Shutterstock
- Report IDs differences in how people use social
- Ad Roundup: Platform expansions and a partnership
- Survey: Hispanic SMBs show strong optimism
- Ad Roundup: Partnership, integration to bring brands more
- Report: Super Bowl ads drove traffic into stores
- Top tips to reduce involuntary churn
- Smart Glasses that look like regular specs will invigorate market
- Less than 1 in 5 CRM managers feel they contribute to business revenues
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...