Research: Auto buyers select dealers based on online reputation

MANILA: It is undeniable that the online reputation of a product, brand, or service has a significant impact on customer perception. In the automotive sector, studies have proven that both positive and negative online reviews influence the decision of customers, whether to proceed in purchasing a vehicle or to look for other automobile websites.

According to a previous study by CarGurus (an auto shopping website), about 70% of vehicle buyers usually check online reviews before notifying a dealer. This also emphasizes the significance of leaving a good impression with online customers even during the global lockdowns due to the coronavirus (COVID-19) pandemic.

The same study unveiled the impact of online presence for grabbing the attention of customers. Furthermore, based on third-party research, online reviews have a significant influence, specifically on the 18-34 age bracket. Approximately 91% of this age group trusts positive and negative online reviews more than word-of-mouth before placing an order or availing a service.

In the Philippines, where most people strongly rely on digital technology in searching for reliable products and services, online reviews are a must for a customer’s purchasing experience. Websites and social media platforms such as Facebook, Twitter, Instagram, Pinterest, among others are where Filipinos go to check on the brand, specifications, price, and online reviews when considering a vehicle.

With the current situation of the whole world due to the COVID-19 pandemic, the study states that this as an excellent opportunity for dealers to focus on online reputation management. These are the tips for dealers to improve their online reputation:

• It is highly recommended for dealers to send emails to customers to ask for feedback after a purchase has been made on a vehicle. Asking for feedback aims to enhance brand awareness, build customer trust, and sell more vehicles in the long run.
• Dealers also need to monitor the online reviews that customers leave on their websites. They need to perform an efficient Google search of the dealership, assign an employee to serve as a review watchdog, and generate email notifications regularly.
• Dealers should take the time to respond to online reviews that customers leave. The acknowledgment of positive and negative reviews demonstrates the professionalism of the dealers in considering the experiences of their customers.
• Negative reviews usually need more considerable attention, and a brief yet professional response is a sign that the dealer demonstrates genuine concern for their customers. Also, customers become more optimistic and at ease when they encounter real-life stories from other customers regarding a vehicle that they have purchased.

When the opinions and feedbacks of customers are considered and are integrated into the marketing strategy of a dealership, car enthusiasts who may be skeptical at first may be effectively convinced to buy a vehicle. This makes online reviews as efficient digital marketing tools for car dealers.

Photos from CarGurus

Also read: Coronavirus (Covid-19) to severely affect PH auto sales, says US credit rating agency