For decades, little has changed in the way dealerships sell cars to consumers. Conversely, advances in technology have dramatically changed the way consumers by everything else. eBay, Amazon and a plethora of other on-line portals enable us to purchase just about anything we desire from the comfort of our home. Consumers have become sophisticated and accustomed to the ease by which technology enables providers of services to deliver experiences with instant gratification. Most consumers want a car buying experience that is consistent online and in-store. Unfortunately, that rarely happens.
Overnight, the coronavirus has accelerated the need for automotive retailers to become proficient in digital retailing. It is no longer relevant or sufficient to have an ad-hoc online presence. In order for dealers to thrive in today’s environment, they must provide a consistent, transparent and easy method for their customers to buy their products.
In this though-provoking, Digital Dealer hosted webinar, Market Scan Co-founder and President Rusty West discusses how dealerships can embrace existing technology to improve and individualize the consumer’s car buying experience, both online and in-dealership.