Gary Marcotte Engaging The Online Shopper at J.D. Power and Associates Automotive Internet...
24
Back to the Future?
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Transcript of Gary Marcotte Engaging The Online Shopper at J.D. Power and Associates Automotive Internet...
Back to the Future?
2
The Promise of the Internet
New credibility…
Anonymous shopping…
More informed customers…
Time savings…
New differentiation for dealers…
3
Consumer Optimism Prevailed
0
20
40
60
80
Believe Advertised Price?
Newspaper Internet
Source: AutoNation Research, 10/2000
0
20
40
60
80
Not Able to Buy at Ad Price?
Newspaper Internet
4
From Consumer Focus to Lead Gen…
5
To Capitalizing on Stereotypes…
6
Lead Quality Suffers
3rd Party eLeads - Close % (Jan 2000 - Apr 2007)
4.0%
4.5%
5.0%
5.5%
6.0%
6.5%
7.0%
7.5%
8.0%
2000
-01
2000
-05
2000
-09
2001
-01
2001
-05
2001
-09
2002
-01
2002
-05
2002
-09
2003
-01
2003
-05
2003
-09
2004
-01
2004
-05
2004
-09
2005
-01
2005
-05
2005
-09
2006
-01
2006
-05
2006
-09
2007
-01
7
Lead Scoring Validates Difference
Conversion Rate by Decile (not Cumulative)
0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
De
cile
Conversion Rate
AMTO
IDRT
,EDMBEDPN
8
Other Harm
Wastes associates’ time…
Diverts ad dollars…
Hurts credibility of the good sites and 3rd party leads…
Enriches the slick…
Destroys consumer credibility…
9
Consumers Get It
0
10
20
30
40
50
60
Not Confident in Online Price?
2000 2007
Source: AutoNation Research, 5/2007
10
Credible Inventory?
0
10
20
30
40
50
60
Online Inventory is Available?
Confident Not Confident
Source: AutoNation Research, 5/2007
11
Trust?
0
10
20
30
40
50
60
Fair Value For Trade?
Confident Not Confident
Source: AutoNation Research, 5/2007
12
So What Now?
13
How Would Consumers Like to Shop?
0
10
20
30
40
50
60
Dealership Online
Source: AutoNation Research, 5/2007
14
Appeal of Online Shopping?
0
5
10
15
20
25
30
35
Convenient Facts Available No Pressure
Source: AutoNation Research, 5/2007
15
Appeal of Full Self Service?
0
10
20
30
40
50
60
70
Appealing Not Appealing
Source: AutoNation Research, 5/2007
16
Its Time for Self Service Selling…
17
…and Real Trade In Values…
18
…and “Express Delivery” at Stores…
19
..and Flexible Delivery Options…
20
Use of Internet for Service
0
10
20
30
40
50
60
70
Appointment Research Status Bill Pay Parts
% Likely To Use Internet
Source: AutoNation Research, 5/2007
21
How Would Consumers Like to Service?
0
10
20
30
40
50
60
70
Electronic Menu Express Check In Express Check Out
% Likely To Use
Source: AutoNation Research, 5/2007
22
Its Time for Self Serve Service…
23
…and Parts…
24
Our Opportunities…
Online Standards…
Clean Up…
Real Customer Choice…
Real Customer Guided Services…
OEM – Dealer Partnership…
