Indian auto dealers need to invest more in digital resources: Google


New Delhi, Aug 4 | With Covid-19 changing consumer behaviour, automotive brands that further digitise the car-buying experience are better poised for post-pandemic success, suggests new insights from Google.

Expectations are changing, and now more than ever, people want the ability to buy and engage with the brand from the comfort of their home, Nikhil Bansal, Head of Industry, Automotive, Google India, said in a blog post on Monday.

As a result of the pandemic, there is a rise in consumers’ desire for their own personal mode of transportation.

Online intent for automobile purchases in India is back to pre-lockdown levels after a 30-35 per cent drop.

The India Auto Pulse report also found that over 45 per cent of consumers have plans to buy a new car sooner, despite some markets reporting a recession.

But over the years, the window to influence purchase decisions through offline efforts has gotten smaller.

Four out of every five people living in India who are considering buying a car said they would use an online purchase option if it were available, according to the Auto Pulse report.

Moreover, nearly a third of all potential buyers would buy a car sooner if they had an online option and could avoid visiting a dealership, it added.

According to Shashank Srivastava, Maruti Suzuki’s Executive Director of Sales and Marketing, web-based sales inquiries have risen from 3 per cent to 39 per cent over the last three years, a finding that suggests car buyers want auto dealers to make it easier for them to purchase from home.

“As walk-ins to showrooms have significantly reduced, we are working with auto dealers to engage with customers on digital platforms,” said Shashank.

Tarun Garg, Hyundai Motor India Ltd’s Director of Sales and Marketing, said online car research has gradually increased over the last two years.

“Social distancing requirements make online discovery even more attractive to car buyers. Therefore, auto dealers should invest in digital platforms and upskill their sales teams to secure digital consumers,” Bansal said.

“To start, set up a digital desk at your dealership. Think beyond online bookings and consider personalising the digital and in-dealership experience for your customers by being helpful and supportive.

“Include options for virtual consultations, online loan processing, online insurance, or online after-market services for customers who feel more comfortable staying at home,” Bansal said.

One can also provide links to credible third-party reviews and pre-empt customers’ concerns and questions that can be shared via email, he said, adding that auto dealers should also consider alternatives for people who do not want to visit a physical dealership.

Source: IANS

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Policybazaar Unveils its new brand campaign "AapKiSideHai"

Policybazaar Unveils its new brand campaign

Akshay Kumar delivers the brand’s promise of always being on the customer’s side

Gurugram, 19th Sept, 2020: (Twitter handle: PolicyBazaar), India’s largest online insurance marketplace with over 10 million customers, showcases its commitment to customers in its new television campaign “AapKiSideHai”. The new ad campaign featuring Policybazaar brand ambassador, Akshay Kumar, highlights the brand’s promise of embracing a holistic customer centric approach while helping to bridge the insurance protection gap in India.

Policybazaar’sAapKiSideHai campaign seeks to reassure its customers on being a dependable Insurance partner for them, every step of the way. The brand has always focused on distributing products like term insurance, health insurance, zero commission ULIP’s and motor insurance that are optimal from a customer perspective. Policybazaar is now extending the brand promise beyond the purchase experience to ensure that consumers get the highest levels of service throughout the policy lifecycle.

The new brand campaign reinforces Policybazaar core value of putting the customer first by delivering on its promise of providing a trusted platform for all types of insurance products. The brand is committed to guiding the customer throughout the insurance journey, starting from recommending the right products at affordable pricing, ensuring thatthe policy issuance process is smooth and fast, and, to providing services and claims assistance when needed.

“While we continue to highlight the importance of Health & Term life Insurance through our marketing campaigns, with the brand promise of Policybazaar AapKiSideHai, we also intend to position Policybazaar as a customer centric brand, that is committed to stand by its customers, both pre and post purchase”, said Samir Sethi, Head of Brand Marketing, The new ad series highlights Policybazaar’s unparalleled support to customers, while providing them with the ease of comparing and buying term and health plans online with guidance at each & every step.

Speaking about the TVC launch, Sharat Dhall, Chief Operating Officer, said, “Our ultimate aim is to provide 360-degree assistance to customers that starts from when the policy is bought, to provide assistance when the claim is paid out, should such a situation arise. Winning and maintaining customer trust is a strong ethos within the company and this campaign reflects that. At a time when the world is grappling with a crisis like no other, the brand intends to instill confidence in the customers’ buying decisions by assuring them protection of their futures with the right insurance products & thorough assistance throughout the journey.”

The new brand campaign in its series displays moments of indecision that people may have while investing in protection products. It addresses these queries &emphasizes the importance of nurturing a bond with the consumers thereby creating customer delight.


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