Study Reveals Incentives ‘Consumers Really Want’

Paragon, provider of incentives and consumer engagement tools, shared study results this week that show dealers might be bypassing some incentives “consumers really want.”

According to the results, consumers may be more interested in leaving with cash in hand than a lower price tag.

The study revealed that of the 1,300 shoppers — who were asked which incentives and rewards most motivated them to make car or tire purchases, take test drives and book car services — the majority report they are more incentivized by promotions that deliver actual cash back, even if the total cost of the car is higher.

Specifically, shoppers said they would rather receive $750 on a prepaid card at the time of purchase than $1,000 off the price of the car.

“Interestingly, our research showed that consumers are more motivated by cash in hand than money off the total price of the car, likely because they see a stronger value in immediate rewards versus an unnoticeable difference in financed payments,” said Rodney Mason, chief marketing officer of parago. “Auto dealers and manufacturers should take this as a directive to shape their 2014 promotions: rebates and prepaid cards will get shoppers in the door and behind the wheel.”

The study also found that prepaid cards are a top incentive for tire shoppers. According to the results, a $50 prepaid card is the top motivator for consumers looking for tires. It was a stronger motivator than  a $60 gift card, a free year of oil changes or even $300 of discounts on future tire services.

And if dealers are looking to get shoppers in for a test drive, rebates and price matching might be the best way to go.

According to the study, consumers report that a $500 rebate after purchase paired with a $50 prepaid card is the most compelling incentive to test drive.

A dealer price-match guarantee or promise of $200 is also a strong motivator, officials shared.

Lastly, with trade-ins being one of the key inventory feeds to used lots and certified pre-owned programs, service loyalty is key. And incentives can be crucial in ensuring service customers keep coming back.

According to the study, shoppers would change behavior for a $100 prepaid card for every year of service at the dealership, and $10 loaded on a prepaid card for every service drives dealer preference.