Developing a new customer journey
Previously, buying a car took many face-to-face meetings between the buyer and dealer, but today, 90% of consumers search online before visiting a dealer.
Our research identified how the switch to online channels had impacted the path to purchase. We discovered that the time to decision had sped up significantly – from 4 months (2011) to 2.3 months (2015).
Further research enabled us to identify prospects’ specific needs and nurture them along this transformed journey. We developed a revised communication plan utilising Lexus’ marketing automation platform to optimise results.
Within six weeks, we had trebled the number of test drives compared to the previous 12 months.
3Xmore test drives