Auto buyer behaviour in February 2021 was distinctly different from August 2020 in one key way…
Consumer shopping behaviour is normalising post the peak of the COVID-19 pandemic in Australia, the latest carsales data reveals.
Indeed, key metrics such as enquiry by source, traffic by device, and enquiries and sessions outside of business hours are almost identical to those recorded in November 2020, as life returns to ‘COVID normal’ across much of the country.
For dealers, a sales presence on carsales means that your showroom is open for business 24/7. carsales data reveals that Australian consumers are making the most of their digital devices to engage with dealer inventory when it’s most convenient for them – and that means at all times of the day and night.
Remarkably, 10% of carsales sessions in February 2021 (more than 3M) occurred between 12am – 5am.
Back to the office …. and back to car shopping in the evening?
Evolution in car-shopping behaviour since the peak of COVID-19 in Australia is perhaps best illustrated through the latest carsales sessions data. In August 2021, with most Australians working from home, 45% of carsales sessions occurred outside of traditional 9am – 5pm business hours.
However in February 2021, with many consumers back to offices and workplaces across the country, car-shopping sessions outside of traditional business hours spiked to 58%.
The importance of timely customer follow up
With strong demand for cars prevailing early in 2021, it’s critical for dealers to have strategies in place that immediately acknowledge a buyer enquiry outside of traditional business hours, as slow customer service will see consumers turn to alternative purchase options.
Ren Blanning, Head of Business Consultancy at carsales illustrates the impact of slow follow up and poor customer service on her own personal car-buying journey earlier this year.
“I purchased a new car myself in January 2021. The first two dealers I engaged promised to call me back with details and pricing—they never did.
“I purchased from the third dealer I engaged with, who delivered me speed of service and made the transaction easy,” she explains.
“Ensure that you have the processes in place to acknowledge and follow up enquiries submitted outside of your business hours. More than two out of five enquiries to dealers are submitted outside of the traditional 9am–5pm.
“Then focus on cutting down the time it takes to convert an enquiry to an in-person, showroom appointment,” Blanning advises.
Auto responses that can deliver meaningful information to shoppers, such as those via SMS and email, will help a consumer feel acknowledged and set an expectation about follow up from your business the next day.
Staggering staffing hours may also enable dealers to better cater to the significant volume of enquiries that are submitted between 5pm-10pm.
Blanning also highlights the benefits of adopting innovative new solutions to deliver prompt and helpful customer service.
“If you’re overloaded with enquiry, consider investing in an AI solution like Conversica. This can nurture prospects with natural two-way conversation until it’s time for your sales team to takeover and organise a showroom appointment.”
