The 5 Auto Shopping Moments You Need to Win

Written by Team Miller on Wednesday, June 8th, 2016.

According to Google, there are 5 "moments" in auto shopping.

These moments are when shoppers make a decision about these critical requirements before they purchase. These moments determine what they will consider and where they want to buy.

1) WHICH CAR IS BEST?

Research reveals shoppers are most influenced by customer reviews and prefer watching videos to inform their buying process. Customers know exactly why they believe their vehicle is the best and can share their shopping experiences with current shoppers.

2) IS IT RIGHT FOR ME?

Video usage ranks highly at this stage. The top types of videos auto shoppers search for include vehicle test drives, highlights of features and options, and walkthroughs of the interior or exterior of the vehicle.

3) CAN I AFFORD IT?

Google says, "Once consumers can imagine owning a particular vehicle, they need to know if they can afford it. Also, for many shoppers, the value of their current car is just as important as the price of the new one."

4) WHO SHOULD I BUY FROM?

Happy customers not only know and trust their dealership, they're willing to tell others because they often feel a debt of gratitude towards the dealership and their salesperson.

5) IS IT A FAIR DEAL?

When a store operates with transparency and salespeople create relationships based on trust, buyers relax and focus on getting what they want. Nothing says, "I got a fair deal" like being happy with your purchase.

So why is it critical that dealers strive to own these 5 moments?

Because the average car shopper today makes less than two dealership visits before they buy. That's why you need customer videos to help them decide to visit your store first. It's one thing to promise a great customer experience, now you can prove it with customer videos.