This is where our extensive knowledge of today’s digital consumer and auto-retail data trends can help dealers stop battling and start selling at higher margins. Let’s go through the buying life cycle and see what today’s digital consumer is now doing. In the gather stage, consumers want as much relevant, easily digestible information as possible. They want to know about things like year, make/model, color, mileage and price, and are looking to a variety of sources to get this information. On average, consumers spend 10+ hours doing online research in this stage. 1 Consumers are interested in knowing what their friends think, what’s on OEM websites, what’s on dealers’ websites and check industry cornerstones, like Kelly Bluebook and Edmunds. As much as possible, consumer

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