{"id":340087,"date":"2021-06-21T10:42:24","date_gmt":"2021-06-21T14:42:24","guid":{"rendered":"https:\/\/autosphere.ca\/?p=340087"},"modified":"2021-06-18T16:50:00","modified_gmt":"2021-06-18T20:50:00","slug":"lavancee-de-la-vente-en-ligne","status":"publish","type":"post","link":"https:\/\/autosphere.ca\/fr\/concessionnaires\/2021\/06\/21\/lavancee-de-la-vente-en-ligne\/","title":{"rendered":"L\u2019avanc\u00e9e de la vente en ligne"},"content":{"rendered":"<p><strong>Un r\u00e9cent sondage effectu\u00e9 en collaboration avec la CADA par DesRosiers automotive consultants, demandait aux concessionnaires quelles seraient les pratiques qui allaient perdurer apr\u00e8s la pand\u00e9mie.<\/strong><\/p>\n<p>Pour compiler ces r\u00e9sultats, un sondage a \u00e9t\u00e9 rempli par 3328 concessionnaires de v\u00e9hicules neufs \u00e0 travers le Canada.<\/p>\n<p>Parmi les faits saillants de ce sondage, notons l\u2019acc\u00e9l\u00e9ration des transactions en ligne. Si en 2019, 2.4\u00a0% des transactions se concluaient \u00e0 distance, ce pourcentage a mont\u00e9 \u00e0 7.6\u00a0% l\u2019an dernier.<\/p>\n<p>En fait, les concessionnaires estiment qu\u2019en 2025, 17.8\u00a0% des ventes se feront enti\u00e8rement en ligne.<\/p>\n<p>Les r\u00e9pondants indiquent \u00e9galement que le premier contact se fera \u00e0 parts \u00e9gales \u00e0 la concession et en ligne en 2025.<\/p>\n<p>Le premier contact se faisait par internet dans 29.7\u00a0% des cas en 2019 alors que la majorit\u00e9 des consommateurs (68\u00a0%) effectuaient tout le processus d\u2019achat sur place.<\/p>\n<p>Ce ph\u00e9nom\u00e8ne de commerce \u00e9lectronique se refl\u00e8te \u00e9galement du c\u00f4t\u00e9 de la vente, par les concessionnaires, de v\u00e9hicules d\u2019occasion. Selon le rapport, les concessionnaires feront 15.5\u00a0% de leurs ventes de v\u00e9hicules d\u2019occasion exclusivement en ligne.<\/p>\n<h5><strong>Conseillers aux ventes<\/strong><\/h5>\n<p>Entre 2019 et 2020, le nombre moyen de conseillers aux ventes est pass\u00e9 de 10.2 \u00e0 9.1 personnes chez les concessionnaires canadiens.<\/p>\n<p>Le r\u00e9sultat est m\u00eame plus positif que ce \u00e0 quoi s\u2019attendaient les analystes sachant l\u2019impact qu\u2019a eu la pand\u00e9mie sur les volumes de ventes.<\/p>\n<p>Le nombre de conseillers devrait rester stable m\u00eame si les activit\u00e9s prennent de la vigueur au cours des prochaines ann\u00e9es. Selon les r\u00e9pondants, la transition vers les ventes en ligne permettrait \u00e0 un nombre \u00e9quivalent de conseillers de g\u00e9rer un plus grand nombre de clients.<\/p>\n<h5><strong>Image de marque<\/strong><\/h5>\n<p>La popularit\u00e9 ind\u00e9niable des communications commerciales \u00e0 distance durant cette pand\u00e9mie a fait r\u00e9aliser \u00e0 plusieurs concessionnaires la n\u00e9cessit\u00e9 de moderniser leur image sur les plateformes num\u00e9riques.<\/p>\n<p>Ainsi, 58.5\u00a0% consid\u00e8rent important en 2021 de mettre \u00e0 jour leur site web et leurs plateformes num\u00e9riques alors que cette mise \u00e0 niveau ne semblait importante qu\u2019\u00e0 moins de 20\u00a0% des r\u00e9pondants l\u2019ann\u00e9e ant\u00e9rieure.<\/p>\n<p>Ces investissements se font dans un contexte o\u00f9 les constructeurs ont augment\u00e9 leurs demandes en mati\u00e8re d\u2019image de marque chez les concessionnaires.<\/p>\n<p>Ces derniers r\u00e9pondent \u00e0 37.9\u00a0% que ces programmes seront moins importants apr\u00e8s la pand\u00e9mie. Mais le quart des r\u00e9pondants croient qu\u2019il leur en sera demand\u00e9 encore plus par les constructeurs.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Un r\u00e9cent sondage effectu\u00e9 en collaboration avec la CADA par DesRosiers automotive consultants, demandait aux concessionnaires quelles seraient les pratiques qui allaient perdurer apr\u00e8s la pand\u00e9mie. Pour compiler ces r\u00e9sultats, un sondage a \u00e9t\u00e9 rempli par 3328 concessionnaires de v\u00e9hicules neufs \u00e0 travers le Canada. Parmi les faits saillants de ce sondage, notons l\u2019acc\u00e9l\u00e9ration des&#8230;<\/p>\n","protected":false},"author":41,"featured_media":340091,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[646,818],"tags":[3880,2699,842,2460],"class_list":["post-340087","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-concessionnaires","category-concessionnaires-editorial","tag-cada-fr","tag-desrosiers-automotive-consultants-fr","tag-vente-et-marketing-fr","tag-virtuel"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>L\u2019avanc\u00e9e de la vente en ligne - Autosphere<\/title>\n<meta name=\"description\" content=\"Un r\u00e9cent sondage effectu\u00e9 en collaboration avec la CADA par DesRosiers automotive 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