Capgemini found that a whopping 94 percent of car shoppers start their shopping experience online. While vehicle manufacturers' websites, dealer websites and search engines are top sources of information, social media gained more influence over purchase decisions, while family and friends lost some, according to Capgemini's 14th annual global automotive study, Cars Online 12/13.
With better-informed customers, dealers are working with a shorter buying cycle, and must live up to the customer's desire for an advanced, more personalized buying experience, complete with interactive tools, says Michael Boruszok, vice president automotive practice, Capgemini.
"Consumers are more empowered by technology than ever before, and dealers and manufacturers have the opportunity to take advantage of that," says Boruszok. "They can enhance the customer experience throughout the entire lifecycle."
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