The document summarizes findings from a study about what influences car shoppers. It found that car shoppers rely on a few key sources for information, building their knowledge along their journey. While the digital world drives many decisions, dealer visits remain important. The study recommends that dealers focus on influencing shoppers through the most relevant and helpful sources shoppers trust throughout their journey, from initial research online to eventual in-person visits.

2. MEET THE EXPERTS
Simon Tiffen
Senior Manager, Advertiser Insights
Cars.com
Jack Simmons
Dealer Training Manager
Cars.com

3. CONSUMERS ARE IN CONTROL

4. ABOUT THE STUDY
• 15-minute online survey
• April 30 – May 9, 2014
• 1,005 adults age 21-60
• Mix of new and used shoppers
• Planning to purchase a car within the
next six months OR have purchased
a car within the past six months

5. WHAT INFLUENCES CAR SHOPPERS?

6. SHOPPERS RELY ON JUST A FEW SOURCES

7. BUILDING THEIR BOOK OF KNOWLEDGE
• Shoppers are curators,
in-control of the
information they take in
• Marketing messages
need to be aligned
across channels and
tailored to info consumption

8. DIGITAL DRIVES DECISIONS

9. CONSUMERS SEEK MOST RELEVANT SOURCES

10. TOP OFFLINE INFLUENCES
Advertising is not a top source of offline influence.

11. GO-TO SOURCES = HELPFUL & TRUSTWORTHY

12. DEALER VISITS ARE KEY FOR SHOPPERS

13. THE ROAD TO THE DEALER STARTS ONLINE

14. THE JOURNEY DOESN’T END ON YOUR LOT
Source: Placed, Inc., 2014

15. WHAT DOES IT ALL MEAN?
• Focus on what influences shoppers on the journey
• Reach active, engaged shoppers via sources they
trust and “go-to” to seek knowledge
• Align your marketing with shopper behavior to
influence shoppers on their terms

16. Q&A

17. Q&A