The use of technology is becoming an integral part of the showroom experience, according to a poll by dealer management system provider Cooper Solutions.
A majority of those surveyed, 73% said that dealers who do not use technology for the benefit of the customer are not being as professional as they could be.
Almost half of consumers, 46%, said smart technology in dealerships similar to their own devices such as tablets and touchscreen televisions, created a more positive customer experience.
Respondents also considered smart technology to be a boost to efficiency, with 56% saying it offers a more efficient car buying process.
A third of customers who part-exchange said they would be more confident in their valuations if they were provided electronically. A majority, 67%, believed a more traditional valuation would not be as accurate.
Barry Cooper, managing director of Cooper Solutions, said 68% of car buyers believed that dealerships without smart technology were not being as transparent as they could be. A survey by Auto Trader in September found that 93% of the public distrusted used car dealers.
Cooper said: “Those dealers who take a ‘Wizard of Oz’ approach to appraisals – disappearing behind closed doors to produce a quote – seriously underestimate the impression this leaves with the customer.
“One properly appraised vehicle will return the cost of an iPad, and offer greater reassurance to the buyer that they are getting the best market price for their part exchange, plus it could engender a greater level of trust.”