Leading US automotive portal Cars.com is set to reveal to results of their Lot Insight report at the 2017 National Automotive Dealer Association Conference and Expo in New Orleans. The report provides unique insight into the evolution of mobile car shopper behaviour.
Cars.com has been tracking and analyzing walk-in behaviour on the lot for more than a year through their innovative Lot Insights report, which was the first of its kind in the industry. The reporting has revealed that when Cars.com factors in mobile traffic, the company is generating nearly seven million more physical leads per year that are not consistently recognized within the industry.
"The need for phone calls or emails to dealers during the research phase is dwindling," said Alex Vetter, president and chief executive officer of Cars.com in a statement.
"Today's car shoppers have all the information they need online to make a decision and show up on the lot unannounced. This creates an imperative for Cars.com to help our customers better understand, reach and influence their walk-in traffic, by tracking and understanding their mobile behavior.”
"The game has changed," said Vetter. "The marketplace is more crowded than ever and there's no shortage of data available, but it's important to pay attention to and measure the right data. The insights we're learning about mobile walk-in traffic and what's truly driving sales is critical to succeeding in today's environment."