May 2021 Consumer attitudes towards in store and online buying, and the omni-channel implications for the automotive sector Webinar
As our 2021-2022 European Research Programme gets underway, we have just completed a new consumer survey, looking at in-store, online, and omni-channel buying behaviour of 6,000 consumers across France, Germany, Italy, and the UK.
As Covid has highlighted, the boundaries between in-store and online shopping are becoming increasingly blurred, and now most retailers offer both online and physical channels. But running these channels in parallel with little integration is a recipe for increasing both costs and also user ‘pain points’. As a result, an omni-channel approach to retailing is often described as best practice across many sectors, and in our own research we have underlined the need for an integrated omni-channel approach to selling new cars.
In this webinar we explored the results of our latest survey on consumer behaviour, looking at general attitudes towards omni-channel retailing, how relevant these are for implementing omni-channel in an automotive setting, and what lessons we can learn from this.
We studied the following key areas:
What in-store and online elements are most valued by consumers during their buying journey, and how these affect an omni-channel approach
‘Pain points’ during in-store and online shopping, and how an omni-channel offering could mitigate these
Consumer preferences on how they will buy high-value products (including new and used cars), and how choice of channel affects their willingness to buy
How all of these apply to an omni-channel approach for selling cars
The presentation with speaking notes can be downloaded below, plus a video of the webinar is also available for members.