1) The automotive purchase decision journey is getting shorter, with most consumers deciding within 3 months and spending less time at dealerships.
2) Consumers now use many online sources throughout the purchase process, from 3 months before deciding to purchase through the final month.
3) While the purchase often begins online, most consumers also visit dealerships and OEM websites in their final month before purchasing.
Auto shoppers are open to influences. Today’s auto intenders are open-minded with 72% of search sessions involving cross-shopping. In-market shoppers are researching more than ever. While time in-market is roughly the same, these shoppers are turning to 24 research touch points on average. Connected devices are driving greater research activity. Mobile usage has increased 35% year over year, with a focus on research and comparison activities. Video influences auto brand discovery and consideration. Video research is on the rise and online video was the #1 format for encouraging brand consideration. Dealer interaction and post-purchase experiences matter. 62% of the vehicle owners said customer service could influence future purchases.
Deloitte Motor Industry Services present our 3rd study on the changing nature of mobility.
The study identified six megatrends which are providing consumers with more choices than ever before in meeting their transportation needs and as a result, redefining mobility.
In 2009, Deloitte began to explore perspectives on automotive brands, desired features, and shopping experiences for consumers born 1977-1994 – “Gen Y”.
The leading purchase considerations for Gen Y have changed every year since the study began in 2009.
Some key insights and takeaways from the study:
• 75% of consumers are interested in acquiring a car within the next 5 years
• Almost half of Generation Y consumers in Australia think they will be driving an alternative powertrain five years from now, with strong preference for Hybrid Electrics, and indicate they are willing to pay more for it
• Improved safety and efficiency technologies are seen as the greatest technology benefits by Gen Y (over cockpit technologies)
• 55% of Gen Y (26% all others) like using a smartphone app to plan transport
• About two-thirds of Gen Y consumers are influenced by friends and family
• Today, most consumers are interested in basic levels of automation e.g. traction control, ABS.
Auto shoppers are open to influences. Today’s auto intenders are open-minded with 72% of search sessions involving cross-shopping. In-market shoppers are researching more than ever. While time in-market is roughly the same, these shoppers are turning to 24 research touch points on average. Connected devices are driving greater research activity. Mobile usage has increased 35% year over year, with a focus on research and comparison activities. Video influences auto brand discovery and consideration. Video research is on the rise and online video was the #1 format for encouraging brand consideration. Dealer interaction and post-purchase experiences matter. 62% of the vehicle owners said customer service could influence future purchases.
Deloitte Motor Industry Services present our 3rd study on the changing nature of mobility.
The study identified six megatrends which are providing consumers with more choices than ever before in meeting their transportation needs and as a result, redefining mobility.
In 2009, Deloitte began to explore perspectives on automotive brands, desired features, and shopping experiences for consumers born 1977-1994 – “Gen Y”.
The leading purchase considerations for Gen Y have changed every year since the study began in 2009.
Some key insights and takeaways from the study:
• 75% of consumers are interested in acquiring a car within the next 5 years
• Almost half of Generation Y consumers in Australia think they will be driving an alternative powertrain five years from now, with strong preference for Hybrid Electrics, and indicate they are willing to pay more for it
• Improved safety and efficiency technologies are seen as the greatest technology benefits by Gen Y (over cockpit technologies)
• 55% of Gen Y (26% all others) like using a smartphone app to plan transport
• About two-thirds of Gen Y consumers are influenced by friends and family
• Today, most consumers are interested in basic levels of automation e.g. traction control, ABS.
Connected consumers are in charge. They are confident about what they want and how they want it, secure in using technology to increase their power as car shoppers and owners, and comfortable driving innovation in the industry
Impact Of Digital Marketing On Automobile IndustryOmnePresent
Automobile industry is well known for being forward of turn in almost every field
This sector is acknowledged for its newness, for using science to motivate technology, for examining unique concept to shape things in a better way
Still when it comes to digital marketing, automotive industry needs to work more to continue or increase their market share in 2015
Automotive companies have started to respond to changing customer buying behavior by piloting new online business models. However, most current initiatives are still removed from what customers expect.
Cars Online 11/12: Changing Dynamics Drive New Developments in Technology and...Capgemini
Online Vehicle Buying ... Mobility Solutions ... Smartphone Apps ... Social Media ... Electric Vehicles ... Capgemini’s Cars Online 11/12 study explores these topics – and more – and considers the impact they will have on the automotive industry. The study involves over 8,000 consumers in eight countries (Brazil, China, France, Germany, India, Russia, UK and US).
http://www.capgemini.com/carsonline
The Luxury Strategy. Break the Rules of Marketing to Build Luxury BrandsCollin Thompson
The Luxury Strategy is the definitive work on the essence of a luxury brand strategy. It puts an end to the confusion around the term, and explains the fundamental differences between 'premium', 'fashion', and 'luxury' strategies. Based on an analysis of the social functions of luxury, of worldwide best practices and on first hand direct experience, it sets out the rules for success, and turns established marketing rules upside down. The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level, including human resources and financial management. It also unveils the original methods that were used to transform small family businesses such as Ferrari, Cartier, Chanel, Gucci, and Ralph Lauren into profitable global brands.
Connected consumers are in charge. They are confident about what they want and how they want it, secure in using technology to increase their power as car shoppers and owners, and comfortable driving innovation in the industry
Impact Of Digital Marketing On Automobile IndustryOmnePresent
Automobile industry is well known for being forward of turn in almost every field
This sector is acknowledged for its newness, for using science to motivate technology, for examining unique concept to shape things in a better way
Still when it comes to digital marketing, automotive industry needs to work more to continue or increase their market share in 2015
Automotive companies have started to respond to changing customer buying behavior by piloting new online business models. However, most current initiatives are still removed from what customers expect.
Cars Online 11/12: Changing Dynamics Drive New Developments in Technology and...Capgemini
Online Vehicle Buying ... Mobility Solutions ... Smartphone Apps ... Social Media ... Electric Vehicles ... Capgemini’s Cars Online 11/12 study explores these topics – and more – and considers the impact they will have on the automotive industry. The study involves over 8,000 consumers in eight countries (Brazil, China, France, Germany, India, Russia, UK and US).
http://www.capgemini.com/carsonline
The Luxury Strategy. Break the Rules of Marketing to Build Luxury BrandsCollin Thompson
The Luxury Strategy is the definitive work on the essence of a luxury brand strategy. It puts an end to the confusion around the term, and explains the fundamental differences between 'premium', 'fashion', and 'luxury' strategies. Based on an analysis of the social functions of luxury, of worldwide best practices and on first hand direct experience, it sets out the rules for success, and turns established marketing rules upside down. The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level, including human resources and financial management. It also unveils the original methods that were used to transform small family businesses such as Ferrari, Cartier, Chanel, Gucci, and Ralph Lauren into profitable global brands.
This project was designed for Domus Academy’s Service and experience Design competition and was awarded the second place prize. Easy Booking & Pre Check In, Airport Check In and Personal Closets are all part of the service set, which can be offered to regular VIP customers. Easy Booking & Pre Check In is designed to improve the satisfaction on booking and check in processes. Airport check in is designed for the viP regulars who want to go directly to a meeting right from the airport or do not want to carry their bags till the check in. And Personal closet service is the highlight of this service set and designed for the viP regulars who don't want to carry any luggage or to keep it very light. VIP regulars can leave some of their personal belongings in hotel. Projects consist of 2 personas, customer journey and 2 blue prints.
AADA - Deloitte Motor Industry Services - Profit FocusDeloitte Australia
Are you interested in growing the female talent pool and female leadership pipeline within the motor industry?
Supporting, developing mentoring and progressing talented women across the entire span of their career?
So are we. Talk to us about how we’re helping
Luxury customer journey: an overview of the new UHNW audience and how to use ...Diana Sherling
This is the session that I gave at the SuperYacht Luxury Marketing Conference #makeyourmark16. In this presentation I talk about the insights and attitudes of the UHNW luxury audience and how you can use the customer journey McKinsey loop as a tool to plan and refine your marketing. I am passionate about luxury marketing, so read my blog at www.dianasherling.com or have a look at my mini luxury brand that I am creating at www.lilyflojewellery.com
World Luxury Index China - Top 50 Most-Searched For Luxury Brands in ChinaDigital Luxury Group
This ranking is the first installment of the World Luxury Index, an international ranking and analysis of the most searched-for brands within the luxury industry. Covering over 400 brands within six key segments (fashion, beauty, jewelry, cars, watches, and hospitality) in ten key luxury markets, the WorldLuxuryIndex provides insights on the unbiased search inputs coming from global luxury consumers in the world’s top search engines (Google, Bing, Baidu, Yandex). The result is a one-of-a-kind benchmark of the luxury brands capturing the attention of luxury-minded consumers around the world
The 2010 customer experience impact report cited that 82% of consumers have stopped doing business with
a company as a result of a negative experience. What is different from years past is that
companies now understand this phenomenon and have seen the impact that a negative
experience can have on its reputation and bottom line (heard of “United Breaks
Guitars” anyone?). Companies invest in customer service to avoid bad experiences, but
what is the impact of a positive one?
The 2010 Customer Experience Impact Report, commissioned by RightNow and
conducted by Harris Interactive®, unveiled some significant results on how much
consumers are willing to spend to ensure a superior customer experience and the
overall influence customer experience has on a company’s top and bottom line.
Based on a survey commissioned by RightNow and conducted by Harris Interactive, this report explores the relationship between consumers and brands. It reveals facts about what consumers are looking for and identifies concrete actions brands can take to keep the connection with consumers alive and well.
The Indian market is changing fast. Internet growth is mainstreaming among the young population of India and the mobile access is growing in leaps and bounds. The pace of change continues to be rapid with digital channels constantly growing in volume and strength. More and More people are going online in India, with more than 200 Million people connected as on December 2013, digital content that they use is playing an ever-growing role in their lives. The focus of this presentation is to give a statistical overview of this market and is a compilation of proprietary data and a lot of research reports on the market. It gives a sense of scale India has seen so far and gives a sense of direction of the scale of what is coming.
For more information on various services available for car dealers, visit http://www.SocialAutoSales.com and join the online network set up by Ralph's ADP Social Media Reputation Management Team at http://www.ADPsocial.com
Auto aftermarket digital driver research studiesHouseLead Italia
The needs of aftermarket shoppers haven’t changed. There are two types of behaviors when it comes to vehicle parts and accessories purchases: Proactive drivers buy for the season, enhancement and regular maintenance, while reactive ones purchase for repairs. But what has changed?
How Lead Loyal are Women Car Buyers? And why it's important to care
In this session, Scott Pechstein, VP of Sales and lead trainer for Autobytel Inc., highlights the buying motivations of today?s women car buyers and tips to help retailers improve lead loyalty, enhance customer service, and ultimately sell more cars to women consumers.
The average car shopper today makes just two
dealership visits in the search for the perfect
vehicle. That’s because today car shoppers turn
to mobile to research models, find deals, and get
real-time advice.
In this presentation, we have discussed a very important feature of BMW X5 cars… the Comfort Access. Things that can significantly limit its functionality. And things that you can try to restore the functionality of such a convenient feature of your vehicle.
What Exactly Is The Common Rail Direct Injection System & How Does It WorkMotor Cars International
Learn about Common Rail Direct Injection (CRDi) - the revolutionary technology that has made diesel engines more efficient. Explore its workings, advantages like enhanced fuel efficiency and increased power output, along with drawbacks such as complexity and higher initial cost. Compare CRDi with traditional diesel engines and discover why it's the preferred choice for modern engines.
What Does the PARKTRONIC Inoperative, See Owner's Manual Message Mean for You...Autohaus Service and Sales
Learn what "PARKTRONIC Inoperative, See Owner's Manual" means for your Mercedes-Benz. This message indicates a malfunction in the parking assistance system, potentially due to sensor issues or electrical faults. Prompt attention is crucial to ensure safety and functionality. Follow steps outlined for diagnosis and repair in the owner's manual.
Fleet management these days is next to impossible without connected vehicle solutions. Why? Well, fleet trackers and accompanying connected vehicle management solutions tend to offer quite a few hard-to-ignore benefits to fleet managers and businesses alike. Let’s check them out!
Why Is Your BMW X3 Hood Not Responding To Release CommandsDart Auto
Experiencing difficulty opening your BMW X3's hood? This guide explores potential issues like mechanical obstruction, hood release mechanism failure, electrical problems, and emergency release malfunctions. Troubleshooting tips include basic checks, clearing obstructions, applying pressure, and using the emergency release.
Core technology of Hyundai Motor Group's EV platform 'E-GMP'Hyundai Motor Group
What’s the force behind Hyundai Motor Group's EV performance and quality?
Maximized driving performance and quick charging time through high-density battery pack and fast charging technology and applicable to various vehicle types!
Discover more about Hyundai Motor Group’s EV platform ‘E-GMP’!
5 Warning Signs Your BMW's Intelligent Battery Sensor Needs AttentionBertini's German Motors
IBS monitors and manages your BMW’s battery performance. If it malfunctions, you will have to deal with an array of electrical issues in your vehicle. Recognize warning signs like dimming headlights, frequent battery replacements, and electrical malfunctions to address potential IBS issues promptly.
Symptoms like intermittent starting and key recognition errors signal potential problems with your Mercedes’ EIS. Use diagnostic steps like error code checks and spare key tests. Professional diagnosis and solutions like EIS replacement ensure safe driving. Consult a qualified technician for accurate diagnosis and repair.
Things to remember while upgrading the brakes of your carjennifermiller8137
Upgrading the brakes of your car? Keep these things in mind before doing so. Additionally, start using an OBD 2 GPS tracker so that you never miss a vehicle maintenance appointment. On top of this, a car GPS tracker will also let you master good driving habits that will let you increase the operational life of your car’s brakes.
"Trans Failsafe Prog" on your BMW X5 indicates potential transmission issues requiring immediate action. This safety feature activates in response to abnormalities like low fluid levels, leaks, faulty sensors, electrical or mechanical failures, and overheating.
Comprehensive program for Agricultural Finance, the Automotive Sector, and Empowerment . We will define the full scope and provide a detailed two-week plan for identifying strategic partners in each area within Limpopo, including target areas.:
1. Agricultural : Supporting Primary and Secondary Agriculture
• Scope: Provide support solutions to enhance agricultural productivity and sustainability.
• Target Areas: Polokwane, Tzaneen, Thohoyandou, Makhado, and Giyani.
2. Automotive Sector: Partnerships with Mechanics and Panel Beater Shops
• Scope: Develop collaborations with automotive service providers to improve service quality and business operations.
• Target Areas: Polokwane, Lephalale, Mokopane, Phalaborwa, and Bela-Bela.
3. Empowerment : Focusing on Women Empowerment
• Scope: Provide business support support and training to women-owned businesses, promoting economic inclusion.
• Target Areas: Polokwane, Thohoyandou, Musina, Burgersfort, and Louis Trichardt.
We will also prioritize Industrial Economic Zone areas and their priorities.
Sign up on https://profilesmes.online/welcome/
To be eligible:
1. You must have a registered business and operate in Limpopo
2. Generate revenue
3. Sectors : Agriculture ( primary and secondary) and Automative
Women and Youth are encouraged to apply even if you don't fall in those sectors.
1. Trends and latest
insights on the luxury
automotive purchase
decision journey
2014 summary
www. dianasherling.com /
dianasherling@yahoo.co.uk
2. An overview of the latest
insights of the car purchase
decision journey
1. Time frames of the Purchase Decision Journey
2. Order of ‘places’ that influence
4. Automotive ‘average’
timescales for shopping are
getting shorter
Maritz ‘Car Consumer Purchase Journey’ November 2013
Autotrader ‘The Internet is making Car Shopping More Efficient’ June 2013
and spend on average only 3.75hrs in the dealership
(compared to 7.5hrs in 2011)
5. 7.3
<1 month rese
Time is no longer a factor
Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013
82%
of purchasers are
in-market for
3 months or less
As purchasers use many online sources reg
The majority of ‘shoppers’
decide within 3 months
Google ‘Automotive Shopping Behaviour Study’ 2011
Google ‘Digital drives auto shopping’ November 2013
6. ‘Explore’ happens between 3-2
months towards being ‘in-
market’purchasers search to navigate to online sources
20092010
awareness
interest
consideration
test-drive
purchase
6 Months
share of new buyers referred to OEM sites
by search
3 Months
2 Months
1 Month
1 Week
30%
37%
42%
48%
38%
25%
37%
36%
40%
34%
search directs at least a third of traffic within 3 months of purchase
Google ‘Automotive Shopping Behaviour Study’ 2011
7. Digital resources are helpful,
irrespective of how close to
replace they are
AVERAGENUMBEROF
DIGITAL SOURCESUSED
7.3
8.1 8.1
<1 month research 1-3 months research 3+ months research
Time is no longer a factor
Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013
RT1. Which of the following online sources,if any, did you use to look for information on cars/trucks using these types of devices?N=1591 / O7. How much time passed from when you first
82%
of purchasers are
in-market for
3 months or less
As purchasers use many online sources regardless of time in-market
8. With over 80% consumers
visiting an OEM and dealers
in their final month*
2525
5%
5%
6%
7%
8%
14%
4%
4%
6%
7%
8%
23%
0%
5%
10%
15%
20%
25%
6 monthsprior 5monthsprior 4monthsprior 3monthsprior 2 monthsprior Withinthe monthof
purchase
2009Purchasers 2010 Purchasers
dealership visitation peaked in purchase month
Dealership Site Visitation by Purchase Month
(Clickstream Data; Share of Purchasers 6-Months Prior to Purchase)
Auto Shopper Behavior Study, Google/Compete, 2011. Clickstream data, January 2009-December 2010
+64%
*McKinsey Global ‘Innovating Automotive Retail’ Feb 20141818
oem/ 3rd party visitation peaked during purchase month
OEM and 3rd Party Site Visitation by Purchase Month
(Clickstream Data; Share of Purchasers 6-Months Prior to Purchase)
13%
11%
17%
18%
20%
34%
13%
17%
25%
21%
22%
39%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
6 monthsprior 5monthsprior 4monthsprior 3monthsprior 2monthsprior Within the month of
purchase
OEM Sites 3rd Party Sites
Auto Shopper Behavior Study, Google/Compete, 2011. Clickstream data, January 2010-December 2010
Google ‘Automotive Shopping Behaviour Study’ 2011
9. But sometimes the process
isn’t as ‘final’ as we’d like
http://www.nielsen.com/in/en/insights/reports/2014/how-indian-consumers-navigate-the-car-buying-journey.html
11. 80% new and 100% used start
their journey online*
* McKinsey Global ‘Innovating Automotive Retail’ Feb 2014
google.com/think
The research process often kicks off online
Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013
MI3. What role did each of the following advertisements play while you were shopping for cars/trucks?Please select all of the responses that apply for each type of advertisement. N=101-1,030.
25%
26%
27%
28%
28%
29%
34%
34%
34%
35%
Magazine ad
Newspaper ad
Online site ad
Email ad
Search ad
TV ad
Tablet ad
Mobile ad
Video ad
Direct mail
AD TYPESTHAT PROMPTED CONSUMERS
TO START RESEARCHING
3 OF 5
top ad formats for
prompting research
were digital
9
13. Digital hugely influences ‘in
person’ action at the
dealers
19%
27%
35%
38%
53%
26%
32%
37%
37%
40%
43%
56%
57%
62%
69%
77%
81%
83%
59%
82%
89%
89%
Radio
Flyers & brochures
Magazines
Newspapers
TV
Auction sites
Newspaper sites
Social media
Video sites
Classified/listing sites
Online mapping tools
Regional dealer sites
Consumer review sites
Professional review sites
Third party sites
Family & friends
Salesperson
Test drive
Dealer visit
Digital plays a big role leading up to purchase
Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013
RT1. Which of the following online sources, if any, did you use to look for information on cars/trucks using these types of devices?Please select all options that apply for each source. N=1,591
(2013); N=1072 (2012) / RT2. Which of the following sources, if any, did you use to look for information on cars/trucks?N=1,591 (2013); N=1072 (2012)
+20% YoY
+23% YoY
+28% YoY
In Person
Online
Offline
Dealer sites
Manufacturer sites
Search engines
Google ‘Digital drives auto shopping’ November 2013
14. With some consumers are
already doing the entire
journey on their mobiles
Mobile in particulars use has increased by 460% year
on year and is increasingly used for all stages of the
purchase decision journey
google.com/think
Shoppers turn to mobile for a variety of research &
comparison activities
Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013
RT11. Which of the following, if any, did you do on your mobile device (e.g., tablet and/or mobile phone) while shopping for cars/trucks?Please select all that apply. N=715 (2013)/N=338 (2012)
29%
35%
35%
37%
37%
38%
38%
39%
39%
44%
Searched dealer inventory
Read auto reviews
Read car/truck features & specs
Compared vehicles
Read general car/truck info
Located dealer
Viewed current offers
Read consumer reviews
Called dealer
Viewed images of cars/trucks
MOBILEACTIONSTAKEN WHILESHOPPING
+47% YoY
+46% YoY
+57% YoY
11
Google ‘Digital drives auto shopping’ November 2013