There is a strong need for retailers to support digital journeys and connect it with a buyer’s physical journey at the forecourt, the audience of the NFDA’s Driving Digital 2024 heard.
Omnichannel solutions aim to provide consumers with a seamless online-offline retail experience. An example of this is Auto Trader’s Deal Builder.
Catherine Faiers, Auto Trader COO, said: “In terms of mindset and approach, the best retailers out there very much rely on brilliant instincts built over many years of training and operating in this industry, but they absolutely enhance those with the best data and insights available to them.”
Surveys have shown that more consumers are getting educated about the vehicle online and then they look to continue their car purchasing journey with retailers.
A focus on customer service has always been key and now retailers are being encouraged to embrace digital aspects to improve sales. Retailers will be able to drive efficiency if they can follow a buyer’s journey instead of having to respond or react afterwards.
The online aspect in conjunction with the human element of interaction with a retailer can help drive dealership efficiency. Trends show that an online-offline blended buying experience is increasingly common.
