Market Pulse: State-wide Trends for Automotive Re-Opening and Recovery

Chris Martin, Senior Vice President of Customer Development

Market Pulse: State-wide Trends for Automotive Re-Opening and Recovery

Chris Martin, Senior Vice President of Customer Development

Market Pulse: State-wide Trends for Automotive Re-Opening and Recovery

Chris Martin, Senior Vice President of Customer Development

There are initial signs that we are moving towards the recovery side of the COVID-19 crisis. States are actively working on plans to safely scale back stay-at-home orders. The federal government has included car sales and service as an essential business. A critical indicator, the number of in-market shoppers, is trending slightly upward.

Client Command® continues to equip dealers with insights into online shopping activity from the Active Shopper Network®. It is critical for dealers to have insights at the national, state and local level as they re-open their showrooms, step up their digital retailing game and make decisions that align with local officials to best serve their communities.

REAL-TIME MARKET BASELINES FROM THE ACTIVE SHOPPER NETWORK®

Client Command’s Active Shopper Network® is uniquely positioned to offer dealers real-time insights into who has started shopping, stopped shopping or continued shopping in the past 24 hours. By monitoring online shopping behavior across the entire internet, dealers can identify key market changes at the local and national level, adjust as they happen and press into the recovery curve.

FEWER SHOPPERS REMAIN IN MARKET — COVID-19 INTENSIFIES TYPICAL APRIL DECLINE

At the national level, 2020’s shopping activity has defied typical trends – with surges at the beginning of Q1 and the well-documented decrease as the COVID-19 reality set in. April’s trends more closely align with typical overall shopping trends, although COVID-19’s impact is obvious.

Year-over-Year – Active Shopper Network® – Daily Shopping Trends (National)

ALL Daily Active Shoppers

ALL SHOPPERS – TRENDS

Overall shopping activity tends to begin a gradual decline in April. With 97% of the country under stay-at home orders through the end of the month, overall shopping is declining at a more rapid pace in 2020, trailing 2019 by 10.7%. As the number of unemployment claims rise, the lag grows — doubling in size since the end of Q1.

Year-over-Year – Active Shopper Network® – Daily Shopping Trends (National)

NEW Daily Active Shoppers (started shopping that day)

NEW DAILY ENTRANTS

The strongest indicator of the state of the market and future car sales is new shoppers. Volatility continues into April. The number of new shoppers entering the market bottomed out the first few days of April, as the nation prepared for a full month at home. Early signs suggest a slow rebound may be underway, but the number of daily new entrants lags typical seasonal trends by nearly 90%.

WHAT DOES THIS MEAN?

It appears the market reached its low point in early April. The number of NEW daily entrants is critical to forecasting the amount of pent up demand that will be available as states begin to lift stay at home orders. As states begin to re-open, dealers cannot rely on the quantity of shoppers available, but must expand digital retailing efforts, prepare their sales teams and invest in engaging active shoppers.

THE STATE OF THE STATE: UNDERSTANDING THE MARKET DEALERS FACE WHEN RE-OPENING

State by state and region by region, leaders are unveiling plans to lift stay-at-home restrictions and gradually re-open businesses. Although national trends are a general indication of the market, it is imperative that dealers understand shopping trends at a more localized level.

We know from national trends that the first signs of volatility for the number of new shoppers entering the market began in late February, 60 days ago. As we compare the past 60 days of data at a statewide level, dealers can garner insights into the market they are facing from state to state.

Last 60 Days – Active Shopper Network® – Daily Shopping Trends (State level)

NEW Daily Active Shoppers (started shopping that day)

CALIFORNIA & TEXAS

In the boom of New entrants in January, these two states enjoyed similar quantities of new daily entrants. Each state’s response to COVID-19 has been starkly different – California was the first state to issue a statewide stay at home order with no end date set to lift those restrictions; Texas waited two additional weeks for the order and has announced a plan to re-open in a few days.

Key Insight: The decline in new shoppers has been more prolonged and severe in California with indicators that a rebound will also be prolonged. Meanwhile, Texas is showing signs of rebound and is positioned for a faster recovery.

NEW YORK & FLORIDA

In a typical market, New York tends to lag Florida in the number of new shoppers by 15-20%. With New York City being the epicenter of COVID-19, these states have had different responses to the crisis which are reflected by their market trends.

Key Insight: Throughout the crisis, the decline in new shoppers has been more severe in New York, lagging Florida by 25-30%. The only exception was one-week Florida coinciding with the issuance of a state-wide stay-at-home order on April 1. Florida has already begun to rebound and is positioned for a faster recovery.

COLORADO, MISSOURI, OHIO & MINNESOTA

Initial responses to COVID-19 varied from state to state, even for those in similar regions of the country. For example, Colorado’s response with stay at home orders differed from Missouri in two ways, 1) the initial response was state-wide versus city and county directed, and 2) it happened two weeks prior to Missouri’s state-wide response. However, states are assessing re-opening from a regional approach. For example, Ohio and Minnesota are part of a coalition of seven states to re-open the Midwestern economic region.

Key Insight: States in similar regions whose initial response was state-wide show similar trends with new shoppers entering the market. Most appear to be positioned for a steady rebound, while some states like Missouri are indicating a slight lag.

WHAT DOES THIS MEAN?

Shopping behavior is already indicating that a rebound in automotive will be as varied based on the regional, state-wide and local responses to COVID-19. As dealers apply state and federal guidance to their businesses, they will need to monitor the rebound closely at a state, local and zip level and invest marketing dollars based on street and household level shopping activity.

WHERE IS YOUR DEALERSHIP ON THE LOCAL COVID-19 CURVE?

The market fluctuates daily. It is critical for you to know exactly what’s happening in your market based on today’s data. We’ve developed an Active Shopper Network® dashboard specifically for this time to help dealers see the daily, weekly, and monthly Active ShopperTM trends at the zip code level. As your dealership makes decisions to ramp up, we are offering consultations to analyze market-insights and inform your strategy.

Your business requires that you have the freshest information to monitor market-specific shopper fluctuations, anticipate trends and take action when the time is right through precision targeting and advertising. We’re here to help.

MORE ABOUT THE ACTIVE SHOPPER NETWORK®

Client Command’s patented technology allows us to connect cookies and devices to shopper identity. The Active Shopper Network® monitors 90% of internet connected devices across more than 61 billion URLs specific to automotive, including classified listing sites, dealership websites, OEM websites, automotive research sites, automotive Google searches and more. With a lens into online shopping activity across the entire internet, the Active Shopper Network® is uniquely positioned to offer dealers real-time insights into who has started shopping, stopped shopping or continued shopping in the past 24 hours.

There are initial signs that we are moving towards the recovery side of the COVID-19 crisis. States are actively working on plans to safely scale back stay-at-home orders. The federal government has included car sales and service as an essential business. A critical indicator, the number of in-market shoppers, is trending slightly upward.

Client Command® continues to equip dealers with insights into online shopping activity from the Active Shopper Network®. It is critical for dealers to have insights at the national, state and local level as they re-open their showrooms, step up their digital retailing game and make decisions that align with local officials to best serve their communities.

REAL-TIME MARKET BASELINES FROM THE ACTIVE SHOPPER NETWORK®

Client Command’s Active Shopper Network® is uniquely positioned to offer dealers real-time insights into who has started shopping, stopped shopping or continued shopping in the past 24 hours. By monitoring online shopping behavior across the entire internet, dealers can identify key market changes at the local and national level, adjust as they happen and press into the recovery curve.

FEWER SHOPPERS REMAIN IN MARKET — COVID-19 INTENSIFIES TYPICAL APRIL DECLINE

At the national level, 2020’s shopping activity has defied typical trends – with surges at the beginning of Q1 and the well-documented decrease as the COVID-19 reality set in. April’s trends more closely align with typical overall shopping trends, although COVID-19’s impact is obvious.

Year-over-Year – Active Shopper Network® – Daily Shopping Trends (National)

ALL Daily Active Shoppers

ALL SHOPPERS – TRENDS

Overall shopping activity tends to begin a gradual decline in April. With 97% of the country under stay-at home orders through the end of the month, overall shopping is declining at a more rapid pace in 2020, trailing 2019 by 10.7%. As the number of unemployment claims rise, the lag grows — doubling in size since the end of Q1.

Year-over-Year – Active Shopper Network® – Daily Shopping Trends (National)

NEW Daily Active Shoppers (started shopping that day)

NEW DAILY ENTRANTS

The strongest indicator of the state of the market and future car sales is new shoppers. Volatility continues into April. The number of new shoppers entering the market bottomed out the first few days of April, as the nation prepared for a full month at home. Early signs suggest a slow rebound may be underway, but the number of daily new entrants lags typical seasonal trends by nearly 90%.

WHAT DOES THIS MEAN?

It appears the market reached its low point in early April. The number of NEW daily entrants is critical to forecasting the amount of pent up demand that will be available as states begin to lift stay at home orders. As states begin to re-open, dealers cannot rely on the quantity of shoppers available, but must expand digital retailing efforts, prepare their sales teams and invest in engaging active shoppers.

THE STATE OF THE STATE: UNDERSTANDING THE MARKET DEALERS FACE WHEN RE-OPENING

State by state and region by region, leaders are unveiling plans to lift stay-at-home restrictions and gradually re-open businesses. Although national trends are a general indication of the market, it is imperative that dealers understand shopping trends at a more localized level.

We know from national trends that the first signs of volatility for the number of new shoppers entering the market began in late February, 60 days ago. As we compare the past 60 days of data at a statewide level, dealers can garner insights into the market they are facing from state to state.

Last 60 Days – Active Shopper Network® – Daily Shopping Trends (State level)

NEW Daily Active Shoppers (started shopping that day)

CALIFORNIA & TEXAS

In the boom of New entrants in January, these two states enjoyed similar quantities of new daily entrants. Each state’s response to COVID-19 has been starkly different – California was the first state to issue a statewide stay at home order with no end date set to lift those restrictions; Texas waited two additional weeks for the order and has announced a plan to re-open in a few days.

Key Insight: The decline in new shoppers has been more prolonged and severe in California with indicators that a rebound will also be prolonged. Meanwhile, Texas is showing signs of rebound and is positioned for a faster recovery.

NEW YORK & FLORIDA

In a typical market, New York tends to lag Florida in the number of new shoppers by 15-20%. With New York City being the epicenter of COVID-19, these states have had different responses to the crisis which are reflected by their market trends.

Key Insight: Throughout the crisis, the decline in new shoppers has been more severe in New York, lagging Florida by 25-30%. The only exception was one-week Florida coinciding with the issuance of a state-wide stay-at-home order on April 1. Florida has already begun to rebound and is positioned for a faster recovery.

COLORADO, MISSOURI, OHIO & MINNESOTA

Initial responses to COVID-19 varied from state to state, even for those in similar regions of the country. For example, Colorado’s response with stay at home orders differed from Missouri in two ways, 1) the initial response was state-wide versus city and county directed, and 2) it happened two weeks prior to Missouri’s state-wide response. However, states are assessing re-opening from a regional approach. For example, Ohio and Minnesota are part of a coalition of seven states to re-open the Midwestern economic region.

Key Insight: States in similar regions whose initial response was state-wide show similar trends with new shoppers entering the market. Most appear to be positioned for a steady rebound, while some states like Missouri are indicating a slight lag.

WHAT DOES THIS MEAN?

Shopping behavior is already indicating that a rebound in automotive will be as varied based on the regional, state-wide and local responses to COVID-19. As dealers apply state and federal guidance to their businesses, they will need to monitor the rebound closely at a state, local and zip level and invest marketing dollars based on street and household level shopping activity.

WHERE IS YOUR DEALERSHIP ON THE LOCAL COVID-19 CURVE?

The market fluctuates daily. It is critical for you to know exactly what’s happening in your market based on today’s data. We’ve developed an Active Shopper Network® dashboard specifically for this time to help dealers see the daily, weekly, and monthly Active ShopperTM trends at the zip code level. As your dealership makes decisions to ramp up, we are offering consultations to analyze market-insights and inform your strategy.

Your business requires that you have the freshest information to monitor market-specific shopper fluctuations, anticipate trends and take action when the time is right through precision targeting and advertising. We’re here to help.

MORE ABOUT THE ACTIVE SHOPPER NETWORK®

Client Command’s patented technology allows us to connect cookies and devices to shopper identity. The Active Shopper Network® monitors 90% of internet connected devices across more than 61 billion URLs specific to automotive, including classified listing sites, dealership websites, OEM websites, automotive research sites, automotive Google searches and more. With a lens into online shopping activity across the entire internet, the Active Shopper Network® is uniquely positioned to offer dealers real-time insights into who has started shopping, stopped shopping or continued shopping in the past 24 hours.

There are initial signs that we are moving towards the recovery side of the COVID-19 crisis. States are actively working on plans to safely scale back stay-at-home orders. The federal government has included car sales and service as an essential business. A critical indicator, the number of in-market shoppers, is trending slightly upward.

Client Command® continues to equip dealers with insights into online shopping activity from the Active Shopper Network®. It is critical for dealers to have insights at the national, state and local level as they re-open their showrooms, step up their digital retailing game and make decisions that align with local officials to best serve their communities.

REAL-TIME MARKET BASELINES FROM THE ACTIVE SHOPPER NETWORK®

Client Command’s Active Shopper Network® is uniquely positioned to offer dealers real-time insights into who has started shopping, stopped shopping or continued shopping in the past 24 hours. By monitoring online shopping behavior across the entire internet, dealers can identify key market changes at the local and national level, adjust as they happen and press into the recovery curve.

FEWER SHOPPERS REMAIN IN MARKET — COVID-19 INTENSIFIES TYPICAL APRIL DECLINE

At the national level, 2020’s shopping activity has defied typical trends – with surges at the beginning of Q1 and the well-documented decrease as the COVID-19 reality set in. April’s trends more closely align with typical overall shopping trends, although COVID-19’s impact is obvious.

Year-over-Year – Active Shopper Network® – Daily Shopping Trends (National)

ALL Daily Active Shoppers

ALL SHOPPERS – TRENDS

Overall shopping activity tends to begin a gradual decline in April. With 97% of the country under stay-at home orders through the end of the month, overall shopping is declining at a more rapid pace in 2020, trailing 2019 by 10.7%. As the number of unemployment claims rise, the lag grows — doubling in size since the end of Q1.

Year-over-Year – Active Shopper Network® – Daily Shopping Trends (National)

NEW Daily Active Shoppers (started shopping that day)

NEW DAILY ENTRANTS

The strongest indicator of the state of the market and future car sales is new shoppers. Volatility continues into April. The number of new shoppers entering the market bottomed out the first few days of April, as the nation prepared for a full month at home. Early signs suggest a slow rebound may be underway, but the number of daily new entrants lags typical seasonal trends by nearly 90%.

WHAT DOES THIS MEAN?

It appears the market reached its low point in early April. The number of NEW daily entrants is critical to forecasting the amount of pent up demand that will be available as states begin to lift stay at home orders. As states begin to re-open, dealers cannot rely on the quantity of shoppers available, but must expand digital retailing efforts, prepare their sales teams and invest in engaging active shoppers.

THE STATE OF THE STATE: UNDERSTANDING THE MARKET DEALERS FACE WHEN RE-OPENING

State by state and region by region, leaders are unveiling plans to lift stay-at-home restrictions and gradually re-open businesses. Although national trends are a general indication of the market, it is imperative that dealers understand shopping trends at a more localized level.

We know from national trends that the first signs of volatility for the number of new shoppers entering the market began in late February, 60 days ago. As we compare the past 60 days of data at a statewide level, dealers can garner insights into the market they are facing from state to state.

Last 60 Days – Active Shopper Network® – Daily Shopping Trends (State level)

NEW Daily Active Shoppers (started shopping that day)

CALIFORNIA & TEXAS

In the boom of New entrants in January, these two states enjoyed similar quantities of new daily entrants. Each state’s response to COVID-19 has been starkly different – California was the first state to issue a statewide stay at home order with no end date set to lift those restrictions; Texas waited two additional weeks for the order and has announced a plan to re-open in a few days.

Key Insight: The decline in new shoppers has been more prolonged and severe in California with indicators that a rebound will also be prolonged. Meanwhile, Texas is showing signs of rebound and is positioned for a faster recovery.

NEW YORK & FLORIDA

In a typical market, New York tends to lag Florida in the number of new shoppers by 15-20%. With New York City being the epicenter of COVID-19, these states have had different responses to the crisis which are reflected by their market trends.

Key Insight: Throughout the crisis, the decline in new shoppers has been more severe in New York, lagging Florida by 25-30%. The only exception was one-week Florida coinciding with the issuance of a state-wide stay-at-home order on April 1. Florida has already begun to rebound and is positioned for a faster recovery.

COLORADO, MISSOURI, OHIO & MINNESOTA

Initial responses to COVID-19 varied from state to state, even for those in similar regions of the country. For example, Colorado’s response with stay at home orders differed from Missouri in two ways, 1) the initial response was state-wide versus city and county directed, and 2) it happened two weeks prior to Missouri’s state-wide response. However, states are assessing re-opening from a regional approach. For example, Ohio and Minnesota are part of a coalition of seven states to re-open the Midwestern economic region.

Key Insight: States in similar regions whose initial response was state-wide show similar trends with new shoppers entering the market. Most appear to be positioned for a steady rebound, while some states like Missouri are indicating a slight lag.

WHAT DOES THIS MEAN?

Shopping behavior is already indicating that a rebound in automotive will be as varied based on the regional, state-wide and local responses to COVID-19. As dealers apply state and federal guidance to their businesses, they will need to monitor the rebound closely at a state, local and zip level and invest marketing dollars based on street and household level shopping activity.

WHERE IS YOUR DEALERSHIP ON THE LOCAL COVID-19 CURVE?

The market fluctuates daily. It is critical for you to know exactly what’s happening in your market based on today’s data. We’ve developed an Active Shopper Network® dashboard specifically for this time to help dealers see the daily, weekly, and monthly Active ShopperTM trends at the zip code level. As your dealership makes decisions to ramp up, we are offering consultations to analyze market-insights and inform your strategy.

Your business requires that you have the freshest information to monitor market-specific shopper fluctuations, anticipate trends and take action when the time is right through precision targeting and advertising. We’re here to help.

MORE ABOUT THE ACTIVE SHOPPER NETWORK®

Client Command’s patented technology allows us to connect cookies and devices to shopper identity. The Active Shopper Network® monitors 90% of internet connected devices across more than 61 billion URLs specific to automotive, including classified listing sites, dealership websites, OEM websites, automotive research sites, automotive Google searches and more. With a lens into online shopping activity across the entire internet, the Active Shopper Network® is uniquely positioned to offer dealers real-time insights into who has started shopping, stopped shopping or continued shopping in the past 24 hours.