In today’s automotive market, consumers are beginning most of their car buying journey online, with car buyers spending 59% of their time researching online (Autotrader) and an even greater share of traffic coming from mobile sites according to L2 Gartner. With car buyers spending more time online in comparison to visiting a dealership showroom, auto dealers can harness a substantial amount of shopper data to entice and retain car buyers with personalized retargeting messaging and offers.
The problem for the industry is that it is just not happening.
So what is taking the automotive industry so long to implement personalization?
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