AM’s latest Spotlight report, The Customer, has insights from car dealers and expert suppliers to help motor retailers identify motorists’ needs and habits more effectively.
Available to read here in digital format, AM’s Spotlight on The Customer explores what trends and habits dealers must understand to provide the right buying experience, how dealers can help private buyers overcome their barriers to EV purchase, and how tailored experiences and great value can keep used car buyers coming back.
Plus there is insight into aftersales customer care, and industry expert Steve Young of the ICDP writes a chapter in which he shares his views on the challenges of an industry that aims to build a customer-first future but where balancing overheads against profitability is a constant challenge.
Editor’s Letter
In today’s fast-paced, competitive automotive market, understanding customer habits is no longer a luxury; it’s a necessity for business success.
Consumer habits—what people buy, how they buy, and when—reveal crucial insights that shape how companies can better serve their target market. By diving into these patterns, businesses can make smarter decisions, anticipate needs, and create products or services that resonate more effectively with their audience.
One of the primary reasons understanding customer habits is important is that it allows businesses to personalise the customer experience. In a world where consumers are bombarded with choices, personalisation helps brands stand out. By knowing their customers’ preferences, companies can offer tailored recommendations and promotions, enhancing customer satisfaction and loyalty.
Analysing customer behaviour enables companies to spot emerging trends and pivot their strategies accordingly. Whether it’s a shift towards electric vehicles or the rise of e-commerce, proactive monitoring not only helps in adapting to market demands but also in forecasting future changes.
Understanding customer habits reduces the risk of wasted marketing and walk-outs. The changes of the past two decades have meant that dealer groups must allocate resources more efficiently, focusing on methods that yield better engagement and return on investment.
Understanding customers’ habits gives dealers a better chance of winning new business and retaining existing motorists. It’s the key to staying relevant, fostering loyalty, and driving sustainable growth.
