gary marcotte engaging the online shopper at j.d. power and associates automotive internet...
TRANSCRIPT
![Page 1: Gary Marcotte Engaging The Online Shopper at J.D. Power and Associates Automotive Internet Roundtable](https://reader031.vdocuments.site/reader031/viewer/2022032419/55a377bf1a28ab8e3a8b4601/html5/thumbnails/1.jpg)
Back to the Future?
![Page 2: Gary Marcotte Engaging The Online Shopper at J.D. Power and Associates Automotive Internet Roundtable](https://reader031.vdocuments.site/reader031/viewer/2022032419/55a377bf1a28ab8e3a8b4601/html5/thumbnails/2.jpg)
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The Promise of the Internet
New credibility…
Anonymous shopping…
More informed customers…
Time savings…
New differentiation for dealers…
![Page 3: Gary Marcotte Engaging The Online Shopper at J.D. Power and Associates Automotive Internet Roundtable](https://reader031.vdocuments.site/reader031/viewer/2022032419/55a377bf1a28ab8e3a8b4601/html5/thumbnails/3.jpg)
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Consumer Optimism Prevailed
0
20
40
60
80
Believe Advertised Price?
Newspaper Internet
Source: AutoNation Research, 10/2000
0
20
40
60
80
Not Able to Buy at Ad Price?
Newspaper Internet
![Page 4: Gary Marcotte Engaging The Online Shopper at J.D. Power and Associates Automotive Internet Roundtable](https://reader031.vdocuments.site/reader031/viewer/2022032419/55a377bf1a28ab8e3a8b4601/html5/thumbnails/4.jpg)
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From Consumer Focus to Lead Gen…
![Page 5: Gary Marcotte Engaging The Online Shopper at J.D. Power and Associates Automotive Internet Roundtable](https://reader031.vdocuments.site/reader031/viewer/2022032419/55a377bf1a28ab8e3a8b4601/html5/thumbnails/5.jpg)
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To Capitalizing on Stereotypes…
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Lead Quality Suffers
3rd Party eLeads - Close % (Jan 2000 - Apr 2007)
4.0%
4.5%
5.0%
5.5%
6.0%
6.5%
7.0%
7.5%
8.0%
2000
-01
2000
-05
2000
-09
2001
-01
2001
-05
2001
-09
2002
-01
2002
-05
2002
-09
2003
-01
2003
-05
2003
-09
2004
-01
2004
-05
2004
-09
2005
-01
2005
-05
2005
-09
2006
-01
2006
-05
2006
-09
2007
-01
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Lead Scoring Validates Difference
Conversion Rate by Decile (not Cumulative)
0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
De
cile
Conversion Rate
AMTO
IDRT
,EDMBEDPN
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Other Harm
Wastes associates’ time…
Diverts ad dollars…
Hurts credibility of the good sites and 3rd party leads…
Enriches the slick…
Destroys consumer credibility…
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Consumers Get It
0
10
20
30
40
50
60
Not Confident in Online Price?
2000 2007
Source: AutoNation Research, 5/2007
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Credible Inventory?
0
10
20
30
40
50
60
Online Inventory is Available?
Confident Not Confident
Source: AutoNation Research, 5/2007
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Trust?
0
10
20
30
40
50
60
Fair Value For Trade?
Confident Not Confident
Source: AutoNation Research, 5/2007
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So What Now?
![Page 13: Gary Marcotte Engaging The Online Shopper at J.D. Power and Associates Automotive Internet Roundtable](https://reader031.vdocuments.site/reader031/viewer/2022032419/55a377bf1a28ab8e3a8b4601/html5/thumbnails/13.jpg)
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How Would Consumers Like to Shop?
0
10
20
30
40
50
60
Dealership Online
Source: AutoNation Research, 5/2007
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Appeal of Online Shopping?
0
5
10
15
20
25
30
35
Convenient Facts Available No Pressure
Source: AutoNation Research, 5/2007
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Appeal of Full Self Service?
0
10
20
30
40
50
60
70
Appealing Not Appealing
Source: AutoNation Research, 5/2007
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Its Time for Self Service Selling…
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…and Real Trade In Values…
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…and “Express Delivery” at Stores…
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..and Flexible Delivery Options…
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Use of Internet for Service
0
10
20
30
40
50
60
70
Appointment Research Status Bill Pay Parts
% Likely To Use Internet
Source: AutoNation Research, 5/2007
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How Would Consumers Like to Service?
0
10
20
30
40
50
60
70
Electronic Menu Express Check In Express Check Out
% Likely To Use
Source: AutoNation Research, 5/2007
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Its Time for Self Serve Service…
![Page 23: Gary Marcotte Engaging The Online Shopper at J.D. Power and Associates Automotive Internet Roundtable](https://reader031.vdocuments.site/reader031/viewer/2022032419/55a377bf1a28ab8e3a8b4601/html5/thumbnails/23.jpg)
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…and Parts…
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Our Opportunities…
Online Standards…
Clean Up…
Real Customer Choice…
Real Customer Guided Services…
OEM – Dealer Partnership…