If you aren’t reaching Millennials on mobile devices, you probably aren’t reaching them at all, says eBay analyst Clayton Stanfield.
Find out what Stanfield has to say to auto dealers.
Clayton Stanfield, senior manager of dealer training at eBay Motors and a former dealership Internet sales manager himself, says things are changing when it comes to how dealerships are handling prospects. “It used to be about turning leads into showroom traffic, so you’d hold back information to bring them to the showroom,” he says. “But I think because of digital, consumers are so far down the purchase funnel when they reach out that all they want to do at the dealer is take delivery. ‘I don’t want to do all this research and then go to a dealership and take four hours there.’ ”
He adds that eBay Motors is in the process of teaching dealers not to force younger shoppers into these circumstances, but to focus on convenience. “The main role now is to make the process as painless and enjoyable as possible. You become a consultant.”
They might want to speed up that learning curve: results of a new consumer survey from the online shopping and research site suggest that Millennials — about a quarter of the U.S. population — are going mobile to research, narrow the field, and choose autos.