A mystery shop of 4,400 dealers across 30 brands
In this annual study of over 4,400 dealers mystery shopped across 30 major brands, the findings were jaw-dropping. Dealers are now following up at a lightning-speed, but there is still a staggering amount of money being left on the table in terms of persistent follow-ups, clear calls-to-action, and true transparency.
Key Findings
Tough times have made dealers more responsive to shoppers. However, there remains room for improvement, especially in the area of response quality.
- Two out of 10 shoppers (20%) received no response to their email lead query. This is up from 2008, when one in four shoppers, (25%) received no response.
- Over 75% of all shoppers who requested a price quote never received one.
- 2 out of 3 were not invited to the store to test-drive a vehicle.
- And much more!
For over 10 years, Cobalt's eMystery Shop™ service has provided automobile manufacturers and large dealer groups with insights into the lead-handling effectiveness in their dealer networks. Cobalt's eMystery service provides valuable diagnostic and monitoring services to improve lead-to-sale conversion rates through low cost optimizations of dealership customer interaction processes. The 2011 Automotive eShopper Experience Study is the largest and longest research initiative of its kind in the industry with results from dealerships representing thirty OEM brands. It's the first comprehensive overview of the shops' results, as well as a ranking of the top five performing OEM brands for 2007 and 2008.
The 2011 Automotive eShopper Experience Study will help you see what works for your dealership...
and what doesn't!