With more consumers back to work, car buyers are increasingly electing to defer car shopping to the evening, the latest carsales data reveals.
In November 2020, carsales sessions outside of ‘traditional 9am-5pm’ business hours jumped to 58% from 45% recorded in August 2020, while buyer enquiries on dealer inventory increased to 43% from 41%.
For dealers, a sales presence on carsales means that you’re open for business 24/7. With car buying now involving a laptop perched at the dinner table, or relaxation with the smartphone on the couch, consumers are visiting carsales and engaging with dealer inventory at all times of the day and night.
Evolution in car-buying behaviour has implications for dealers going into 2021. With car-buying demand tipped to sizzle in early 2021, it’s important to have strategies in place that immediately acknowledge a buyer enquiry outside of your business hours. Slow customer service will see consumers turn to alternative purchase options.
Auto responses which 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.
