The omnichannel buying experience customers expect is gaining adoption in automotive. Implementing omnichannel strategies such as digital retailing can be a dealership differentiator. One of the downsides, however, is that omnichannel is easy to break. Just think back to a time where you ordered something from a big box retailer online and picked it up in-store. Chances are you have an experience where your expectations were not met.
Today, rapid technology advancements have brought us more computing power, an endless amount of data, A.I. to help us understand it all, and devices to help us obtain and process all of the information around us. Automotive is poised for a digital retailing revolution.
The future is only going to get more digital. The next era of digital retail will be more seamless. There will be less scrolls and taps and more voice and recognition. Everything will have the ability to be a store. With the rise in AI and data analytics it will be more apparent than ever that providing experiences will the best way to provide value to customers. Making the transition from app, to site, to store will need to be as seamless as ever.
Make no mistake about it. For your dealership to implement a winning omnichannel strategy, it must be seamless.
If your omnichannel experience is not fluid then customers will inevitably jump ship and do their business elsewhere. Consumers will do their discovery and determine pricing and what type of car they want. They will then research and determine which exact model they want, the ins and outs of transitioning from their current vehicle into a newer one, and they will also price match. After that they will wait for the right time and then buy their vehicle. If your omnichannel experience is not providing value during each step of the process you are losing buyers.
Our next webinar, presented by MotoInsight, will help your store gain insight into the role of the physical storefront in the world of digital retailing. Register for Digital Retailing: Separating the Facts from Fiction today.