Last week's post focused on all of the things the Internet has to offer car shoppers looking to research their favorite vehicles online. It's no secret that the widespread adoption of the Internet as a mainstream resource for information has significantly influenced the common automobile transaction. But what about the thrill of the test-drive? The aroma of new leather interiors? Come on, let's be honest, without the emotion and excitement generated by a new car (or by an overzealous salesman), purchasing a car is no different and no more memorable than shopping for the cheapest airline ticket on the Web.
While 4 out of 5 shoppers may conduct their research online, a full 90 precent are still going to the dealerships to dot their I's and cross the T's in person. For most the car purchase is the second largest family investment, so people want to be able to feel and see something tangible when putting out that kind of money. That's something the Internet just can't provide.
At first, the free online quotes and inventory lists offered by dealerships were primarily used to draw customers into the store where the real "sale" was meant to take place. It now seems that many dealerships are trying to add more personality to their Web sites and appeal to those die-hard Internet shoppers by providing Web cam access to their specific inventories. It's a tactic that allows potential customers to view more than just a file photo or "similar" product. One form of the technology developed by SilkRoad Technology, Inc. -- dubbed TrueLook -- allows shoppers to remotely zoom in to and explore a specific vehicle. Want to see the interior? Simply call up the dealership to have a salesman open the car door to provide a better view.
While you still won't hear the squeal of tires or smell the car's exhaust using this approach to shopping for a vehicle online, the ability to view the actual car in question and in real-time somehow breaks down an additional barrier and makes the process much more appealing. And while nothing will replace the sensation of the wind on your face, the idea of the "virtual showroom" is becoming more and more advanced.
What will they think of next?
For more information on the Internet's role in car shopping and on TrueLook Technology, click here.
Comments