A study at more than 120 car dealerships indicates selling accessories to new-vehicle buyers is enhanced by the right timing and a visualization of potential enhancements.
In izmocars' study, car buyers were much more likely to buy accessories when using an online configurator allowing them to interactively customize their new car at the time of purchase.
One in two buyers using izmocars' AddOnAuto configurator purchased accessories, up from one in 10 before, the study indicates.
Dealers historically have struggled to sell accessories. Dealership accessory sales account for 10%-17% of total sales in a $32 billion accessories market heavily dominated by independent chains and mail-order/online outlets.
“Dealerships actually have powerful, built-in advantages to ‘own’ far more of the accessories market than they do,” says Sidney Haider, president of izmocars accessories division.
“Psychologically, consumers are far more likely to spend on enhancements at that exciting time of purchase, and the customer is physically in the showroom at that sweet-spot moment,” he says.