The most popular sources of Q2 customer enquiries are now tracking at pre-pandemic levels, according to the latest data from JudgeService.
The research shows how finding a car on a website is the most popular source of enquiry for almost a third of car buyers (32%).
This is similar to the pre-pandemic level of 30% in Q2 2019, having leapt to a high of 41.6% in Q2 2020 when showrooms were closed to the public.
The value of previously having a good dealer experience retained its position as the next most popular source of enquiry among nearly a quarter (23.5%) of buyer in Q2, an improvement on 19% in Q2 2019, although this dipped to a low of 16% in Q2 2020 during lockdown.
Dealer websites remain important with over one in five (23%) buyers saying they had visited the dealer’s digital showroom ahead of buying, similar to 24% in Q2 2019 but down on the pandemic high of 28.5% in Q2 2020.
Currently 21% of buyers cited the location of the dealer they bought from as a reason to purchase, similar to 19% in Q2 2019 and an improvement on 16% in Q2 2020.
“When it comes to identifying the most effective sources of customer leads, our data shows a return to some form of normality after the disruptions of the last two years,” said Neil Addley, managing director of JudgeService.
“While our analysis of the current quarter shows the ongoing importance of online channels in driving customers to dealers, it also highlights the role of repeat business with nearly a quarter of all customers saying they returned to dealers where they have had previously enjoyed a good experience.
“Nurturing and retaining customers are more important now than ever as dealers work through the ongoing challenge of new and used car shortages and managing the expectations of customers facing long waits. This is where having previously delivered a good experience will make open conversations easier as dealers navigate the supply issues and keep customers on board.”
