06-10-2020

The latest Google mobility report �Auto Gear Shift India 2020� highlights the need for dealers to invest more in their digital presence to remain better connected to their present and future consumers. Surprisingly, digital platforms influence two-wheeler buyers from the Tier-2 and Tier-3 cities the most. This makes it necessary for brands to plan and engage in meaningful communication with all consumer bases wherever they are.

Necessity is the mother of invention, especially for marketing products in these days of curbs on movement, roadshows and publicity blitz. Virtual and digital are the new tool and platform, supported by smartphones, for the manufacturers and dealers to communicate with the prospective consumers, influence their decision-making and finally sell. Consumers also rise to the occasion. Many of them make their dealer choice, product inspection and decision to buy or not online.

A recent study by Google India has found that 54% of the two-wheeler buyers find their dealers online through dealer websites, search engines and brand websites. Of these, one in three acted on the website to reach the dealer. The study points to the necessity for brands to create an immersive online purchase environment to allow buyers to virtually explore and engage with products before deciding to buy.

The research shows that after online discovery, only 10% of potential buyers fill an online form. At the same time, the majority of them prefer visiting the dealer, indicating the need for hybrid retail experiences that maximise online discovery.