As the lines between online and offline shopping becomes increasingly blurred, many marketers recognize the benefit one can have for the other: a positive online experience can give consumers more reason to engage with a brand’s traditional retail presence and vice-versa.
The latest evidence is a new J.D. Power and Associates study that evaluates Canadian automaker’s websites. The study, now in its fifth year, reveals that consumers who like a car maker’s website are more likely to test drive a vehicle from that manufacturer’s lineup.
According to Ryan Robinson, Canadian automotive practice leader at J.D. Power and Associates, “60% of shoppers in the market for a new vehicle in the next year have already visited a manufacturer’s website, and twice as many shoppers visit a manufacturer’s site compared with a third-party site. As a result, it’s crucial for manufacturers to provide shoppers with an effective and satisfying website–particularly when it is likely to result in increased showroom traffic.”
The study is based on a survey conducted this past March and April with 2,274 shoppers who said they would be in the market for a new vehicle within the next 12 months.
Lexus ranked highest in customer satisfaction with a score of 843 on a 1,000-point scale, performing particularly well across all four factors: information and content, page loading speeds, ease of navigation, and general appearance. Mazda ranked second with 825, and Toyota was third with 822.
Of those surveyed, 40% are also more interested in increased site functionality like the ability to schedule a sales appointment or complete a credit application, compared with 30% in 2009, further blurring the lines between the on- and offline shopping experience.
“Although advanced functionality on manufacturer websites was once thought of as more of a novelty, shoppers are becoming increasingly comfortable using these functions and have come to expect them,” said Robinson. “Ensuring that these options are present, function properly and are easy to use may go a long way in improving the overall website experience for shoppers.”
