Aligning the Digital Retail and Showroom Experience
Has your dealership changed its sales processes in the last year due to COVID-19? The pandemic has accelerated many changes out of necessity, but now the question is, will these changes remain permanent? Not every dealer has fully embraced digital retail. Maybe you’ve added more tools to help customers with trade and payment estimates, but are you ready for
a full online e-commerce platform?
Going digital requires a substantial financial commitment, including an investment in staff training and implementation of the necessary processes. Culture can also have an impact on your success. In some areas, consumer demand isn’t high enough to warrant the change. Sometimes, the dealer hasn’t considered how the purchase process will need to change and how the customer experience will need to be supported. Before investing in an ecommerce technology solution, it’s important to address whether your dealership has the culture to support a digital retail approach.