A clear majority (56%) of car owners would prefer to visit a showroom before buying their next vehicle, according to research commissioned by Marketing Delivery which asked 1,000 UK car owners to respond to the statement – ‘When I next shop for a new vehicle, I would prefer not to visit a showroom at all.’
Over half said they ‘disagreed’ or ‘strongly disagreed’ with the statement, and only 7% of respondents said they would prefer not to visit a showroom at all.
Charlotte Murray, director of Marketing Delivery, said: “Continued customer interest in showrooms is a positive signal for retailers that have a physical presence as part of an integrated omnichannel strategy.
“Automated digital tools can help retailers to provide a seamless transition between the online and in-person experience, ensuring that customers receive a relevant, tailored response at every touchpoint.”
The study also found a significant difference between age groups, with just 42% of car buyers aged between 26 and 35 saying they would prefer to visit a showroom before buying, versus 72% of those aged between 66 and 75.
Earlier this month, Marketing Delivery was acquired by TekCor4. The integration of TekCor4’s data-driven insight platform and Marketing Delivery’s AI-powered customer engagement platform will help more retailers develop actionable insights into their business operations and customer behaviours, and use that intelligence to create AI-driven marketing campaigns that build loyalty and enhance long-term customer value.
