Are You Missing Out on Buyers? Lessons from the Latest Mystery Shop
Before a car buyer ever steps onto your forecourt or sends an enquiry, they’ve already done the hard work. On average, UK buyers spend 88 days researching their next vehicle. Comparing models, shortlisting options, and building trust. By the time they reach out, they’re not just browsing, they’re ready to buy.
But are retailers ready to meet them?
What the Mystery Shopping Revealed
As part of the Autotrader Retailer Awards, we run an annual mystery shopping programme targeting the top 1000 car retailers on our platform. It’s designed to uncover what great customer service really looks like... and where it’s falling short.
The programme is split into two phases:
Digit audit – a comprehensive evaluation of their digital forecourt as well and email enquiry where retailers are scored on how they respond.
Forecourt visit – top performers from phase one are then put to phase two, an evaluation of the in-person experience.
Our learnings from the process reveal not only what it takes to become an award-winning business, but a highly successful automotive retailer that never misses a sale.
The Gaps in the Customer Journey
Our findings show that many retailers are missing out on serious buyers simply by not responding, or not responding well.
Response Rates: The First Hurdle
18% of car retailers did not respond to email enquiries and over half did not respond with a phone call.
12% of car retailers failed to respond via either channel at all.
Large dealerships consistently outperformed small and medium ones in response rates and speed.
Speed and Personalisation Matter
While 81% of car buyers received a personalised response, less than half were replied to within an hour and 62% acknowledged the specific request in the response.
The best retailers included the customer’s name, acknowledged specific questions, and provided direct contact details in their replies.
And when buyers walked in…
34% of salespeople didn’t introduce themselves.
26% of retailers made no attempt to capture customer contact details.
Only 36% of car retailers overall attempted to follow up within 48 hours after a visit, dropping to 31% for small and 15% for medium-sized retailers.
These aren’t casual browsers. From our research, we know that 91% of buyers visit a dealership during their journey, and 69% plan to buy from the one they visit, with a third ready to buy that same day.
What Does This Mean for Retailers?
Speed, personalisation, and follow-up are the biggest opportunities for improvement.
First impressions count, from the digital journey to the forecourt welcome.
Top performers go beyond the basics. They build rapport, ask the right questions, and make every interaction count.
Consistency across all touchpoints - online, on the phone, and in person, is what separates the best from the rest.
What the Best Retailers Do Differently
The top-performing retailers don’t just chase leads, they build relationships. They understand that every interaction is a chance to help someone buy, not just sell a car. They respond quickly and personally, capture and use customer data to follow up. And finally, focus on outcomes, not just enquiries.
Because the more you know your buyer, the more successful you’ll be.
Want to Know How You Did?
If you're one of the top 1000 retailers who were mystery-shopped, contact your Autotrader Account Manager to get your individual report. It’s packed with insights to help you improve your customer experience and stand out from the crowd.