More than ecommerce

The web plays a far more significant role in the considered sales process than ecommerce alone

"I suspect 100% of people who visit a showroom will have researched online. I don't believe anyone will go into a showroon and spend, in our case, between £12,000 and £35,000 without spending a good two or three hours online."
Damien Dally, brand comms manager at Alfa Romeo UK

Online is for research and short-list; pre-decision

There is always talk of online research prior to making considered purchases, but the statement from My Dally is a rare example of someone actually putting a figure on it.

By his estimate, 100% of visitors to his showroom have spend 2 or 3 hours researching their decision online first. This is more than a cursory look at a few pictures, this is getting under the bonnet and taking a good look inside.

Consider how easy it is to find data on cars (specifics on the car itself and comparative data between alternatives), then consider how far down the buying process a visitor to the showroom is when they walk through the door.

This process is mirrored in the purchasing behaviour across the board. Any purchase that is not impluse, by definition involves research. By My Dally's estimate, by definition it involves extensive research online.

Offline is for closure

This has a significant effect on the rest of your sales process. Your showroom is less about browsing and checking out the possibilities, a key part of it's "traditional role", it's more about confirmation and reassurance that the decision you've already made at your desktop can be supported.

Don't underinvest in your online showroom

Which means that your website is your showroom. Your wouldn't under invest in your showroom and you wouldn't under staff it

Published by: Mr Tom Barnes

Published 30th November, 2010

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