Subaru responds to customers who visit its websites better than most automakers. See where they rank and what it means for online shoppers.
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Most if not all of today’s millennial customers first use their smartphone to shop before ever visiting a dealership in person. Subaru now ranks in the top four automakers in responding to customers who visit dealership websites. Subaru ranked nine out of 33 auto brands in last year’s Pied Piper PSI Internet Lead Effectiveness Benchmarking Study. In 2020, Subaru moved up 5 spots to the number four best automaker in responding to your online questions. What does it mean for current and potential customers?
The study says the growth of text messaging increases to 48 percent of customers who now receive dealer text messages in response to website questions. This affects millennial shoppers (age 24-35) the most who are more likely to grab their cell phone and look up information on a Subaru dealer’s website. The study reveals when you ask a question about a Subaru vehicle online, they are more likely to send you a text or email quickly usually within 24 hours.
Subaru jumps 5 spots in latest study
The study says Subaru dealers on average send a personal response and texted an answer to a shopper’s question more than 10 percent of the time. The report says dealers for thirteen different brands used texting to answer customer questions less than one percent of the time.
Subaru was also scored high for responding to your specific questions quickly about a vehicle in stock, and they also use good grammar and correct spelling in emails and texts. Toyota ranked first overall, followed by Cadillac, MINI, Subaru and Acura rounding out the top five best brands.
“Today we all agree that website customers are critical to success,” said Fran O’Hagan, President & CEO of Pied Piper, “We also still find plenty of variation in dealership behaviors and see that dealers who master this part of the business far outsell those who do not.”
This could be why 2019 marked the 12th straight year of sales increases and 11th consecutive year of record sales for Subaru of America.
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Denis Flierl has invested over 30 years in the automotive industry in a variety of roles. All of his reports are archived on our Subaru page. Follow Denis on Facebook, Twitter, Instagram, Subaru Report. Check back tomorrow for more Subaru news and updates at Torque News!
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Photo credit: Planet Subaru
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