In the spirit of summer holidays like Independence Day, Cars.com suggests that auto dealers align their pre-holiday advertising and mobile content in time for holiday weekends.
The third-party shopping site found that during holidays, car shoppers tend to buy — and they also want special offers delivered to their mobile phones.
Consider the traffic dealerships saw this Memorial Day weekend.
Over the Memorial Day weekend, 30 percent of mobile consumers Cars.com surveyed purchased a car.
Roughly 71 percent of mobile consumers said they visited a dealer to specifically shop for a vehicle, and 26 percent for service, according to a recent Memorial Day Weekend survey on Cars.com’s blog.
On a non-holiday weekend, 60 percent of consumers visit a dealer for service and 40 percent to shop.
When it comes to special offers via mobile, around six out of 10 shoppers told Cars.com that they prefer “special offer” content shared with them on their mobile devices, while 81 percent of dealers prefer to share “why buy from us” mobile messaging, Cars.com Research and Insights senior manager Amanda Kaleta-Kott explained.
Additionally, during the Memorial Day weekend, 41 percent of all store visits were walk-ins where the shopper didn’t contact the dealer prior to making a visit.
Twenty percent of those walk-in shoppers surveyed by Cars.com bought a car over the holiday and seven out of 10 said they wish to make a purchase within three months.