When it comes to trying out new shiny tech - customers aren't as excited as the retailers are. In fact, new GPShopper research suggests that what customers really want, is to buy stuff as quickly and easily as possible and customers for automotive retailers are no different. Tech can be used to help with this process but auto retailers need to listen to how consumers want to use tech. We polled over 1,100 adults to uncover just that.
Automotive retailers have a unique set of customer segments - certainly a main one is the car enthusiast that wants to tinker with their car and make improvements by 'doing it themselves'. The other, is more of a novice that knows they need to service their car, but they're confused on what types of products to use or even next steps. This is where the use of virtual assistants (VA) can greatly help.
Consumers that were surveyed said they want VA for specific uses. 47% want to be alerted for deals on products they buy frequently and 43% want to be notified when they're out of something at home. Both of these use cases could help consumers that need to re-order car supplies while also providing product information on items they may need frequently, like windshield fluid. We also found that product recommendations are important to consumers and in the world of automotive retail, this is vital for both the car enthusiast and the novice.
Another form of tech that auto retailers may want to consider is greatly enhancing their mobile presence. When it came to trusting technology with financial information, mobile apps were ranked #1 by consumers. So auto retailers should keep this in mind and meet consumers where they already are. They should consider mobile apps not just for mobile commerce and easy checkout - but also as a source for consumers to find product information easily as well as retail locations closest to them.
Want to learn more on the real use of tech in retail? Download the full Reality of Retail Tech report by clicking on the link below.