The Clicks and Bricks approach – combining online control and transparency with the personal attributes of a dealer – is shaping the future of used car buying, according to a survey from MotoNovo Finance.
The survey of more than 160,000 car finance customers found that 60% of car buyers found their used car online but went on to purchase the vehicle through a dealership. Customer satisfaction with the service they received from the salesperson at the dealership reached 93%.
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“The speed, control and transparency of an omnichannel approach to used car buying is proving to be a winning combination,” said Mark Standish, MotoNovo Finance chief executive.
“Car buying and financing has undergone a quiet transformation over recent years. Online access to car data, reviews and a host of finance product guides puts the customer in control, meaning they arrive at a showroom informed and empowered. Dealers have adapted their approach to support customers to complete their sales journey in the showroom and beyond.
“Dealers are better suited than online models to serve three primary roles in the used car buying journey; superior service, reassurance and after-sales support. The situation is more pronounced for used cars than for new cars. People want support, guidance and crucially they want to see and touch a used car and feel supported beyond the purchase.”
MotoNovo said the importance of used car dealers is reflected in their continued presence in UK towns and cities. The challenge of retailing a complex, high value used item has proved difficult for a number of brands that have entered and departed the market. Aftersales service on a national basis and the cost of distribution proved to be particularly challenging. On the other hand, a local dealership offers local reassurance and car buyers value this benefit, said MotoNovo.
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By GlobalData“The used car market is very competitive as is car financing,” continued Standish. “As a business, we are committed to digital; we are also committed to premises. For car buyers, our research continues to provide compelling evidence that when it comes to used car buying, Clicks and Bricks works best.”
