That shopper who steps on to a dealership lot almost certainly has already checked out the store’s website. The first impression he or she has of the store might be made digitally.
The team at AutoLeadStar has found through looking at various studies that “almost no one these days will walk into a dealership without looking at their website first,” said Ilana Zur, the company’s head of outreach.
And a challenge spotted by AutoLeadStar — a company that offers specialized auto website engagement and lead capture technology — is that a website tends to have to be a “jack of all trades,” says Aharon Horwitz.
It has to have all the vehicles, all the financing options, the service department and so forth.
“At the same time, people coming to websites to shop for vehicles are looking for something specific,” Horwitz said in a July phone interview. Horwitz is the chief executive officer of the company, which bases its U.S. operations in Ohio and Pennsylvania and has a development operation in Israel.