Understanding today’s shopper experience has never been more important. Kevin Frye, Marketing Director at Jeff Wyler Automotive Family, leads the way with insights from his group’s annual user experience study. He’ll present his 2024 UX Study: Understanding Today’s Shopper at Digital Dealer in Las Vegas on October 9th. Today, Kevin joins us to discuss his findings on the latest episode of Inside Automotive.
Key Takeaways
1. At Jeff Wyler Automotive, every major decision is evaluated through the lens of consumer impact. Kevin Frye stresses that aligning strategies with what makes the business more consumer-facing leads to better outcomes.
2. The study revealed that consumers are split on whether they prefer low monthly payments or low APR. This indicates a need for dealerships to offer flexible financing options to cater to varied shopper preferences.
3. Additionally, Frye found that while many consumers prefer online scheduling for convenience, they often lack the knowledge to describe their car issues accurately. This highlights the importance of providing multiple channels for customer service to meet diverse needs.
4. High inflation and interest rates have caused many shoppers to remain on the sidelines. The study aims to explore effective marketing messages that can encourage them to re-enter the market, showing the need for proactive outreach strategies.
5. Overall, Frye emphasizes the importance of listening to customers. He urges dealers not to underestimate the value of customer feedback, as it provides crucial insights that can enhance the overall consumer experience.
“Don’t ever underestimate your customers. They’re much smarter than we often give them credit for, and the answers we get are very insightful.” – Kevin Frye
