Clicks to Bricks – How walk-in traffic was determined online first.
by Steven Wagner on April 8th, 2010
Would you allow your stores to have a dreadful showroom window?
Probably not, but how many websites offer little current information, are hard to use and cannot be found by search engines? More than we would all like to admit.
Your dealer websites are their second primary location! The key to retail is location, location and location. The web is a location.
In working with many dealers we see two groups. The first truly embrace the interent as a major investment. The second still take a skeptical look at the internet. More research is proving that customers see retailer websites as the primary source for considering doing business with them.
Our promotional network came from a field sales survey that found:
91% of dealers do not promote on their website the brand’s primary sales event.
Norwood University and Autotrader conducted a survey of how much in-store traffic was driven from what advertising forms.
A couple of startling things came from this:
We beleive that dealers still advertise heavily in traditional media for three primary reasons:
1. They can see and touch it
2. Traditional media still has a large and effective sales team
3. Most brands encourage their dealers to advertise this way because their co-op programs are designed around it.
Is your brand investing in improving the online position of your dealer network in front of today’s customers?
Is your dealership still spending too much offline?
A wise man once said, ” Doing the same thing over and over and expecting a different result is insane.”
You can see the entire study here: