Automotive dealerships will remain the lynchpin of the auto distribution chain and customer interaction—but not in their current form. The auto dealerships of the future will be networked mobility hubs that engage, entertain and delight customers, and now is the time for both automotive OEMs and dealerships to start creating them.
We understand the impact of this across the entire automotive customer journey—from the moment customers start their car search, demanding more customized features, to the growing expectation for additional connected services and aftersales support tailored to them.
Today’s car buyers are accustomed to segueing seamlessly from online to offline and being recognized as individuals throughout their shopping journeys, the often impersonal, sales-target-driven atmosphere of many traditional, physical auto dealerships can be frustrating.
Yet, people also still want the human touch: a place where they can get to physical grips with the vehicle they covet and receive expert advice about what it can do for them before they buy, hire or share it. The dealership experience, however, must be a friction-free, and digitally enhanced extension of the customer experience online.
And because customers won’t wait, automotive OEMs and dealerships need to work together and start enabling it now.
Our offerings through each stage of the customer journey:
Analytics-driven digital marketing creates customer engagement along the journey through digital media channels, owned web properties and social networks, while AR and VR solutions enable an immersive experience.
The imperative for OEMs and Dealers is to deliver the right message at the right time, providing cross-channel seamless experiences between digital and physical touchpoints. Consumers are able to find relevant vehicle information, leveraging personal assistance and tailored content, both online and in-store.
Each step of the sales process, from trade-in value analysis to finance calculation and contract closure, can be performed in-store or, remotely, at home. Dealers' platforms keep track of each phase progress to guarantee the maximum level of efficiency and personalization for the client. Dealerships start creating customer relationships before the delivery and offer a range of services during the waiting time to engage, provide product information and cross/up-sell services and products.
Fully integrated digital user experience through connected car services and a seamless integration between external devices, workshops, and the car´s infotainment system are paramount to the delivery of sophisticated offers to drivers. The virtual in-car assistant is available to help drivers make more informed and faster decisions, thereby enhancing their productivity, comfort and safety.
Data-driven marketing enables dealers and OEMs to connect to their customers, improve their experience, and encourage loyalty by delivering relevant content, services and offers, thus increasing the sales and profits of parts and services.
Today’s auto customers are channel-agnostic. They expect meaningful, personalized treatment when they visit an OEM’s website and when they visit a physical dealer. In fact, they don’t differentiate between dealer and OEM. And their expectations are being shaped by their experiences as customers of other, digitally disrupted industries.
We outline three immediate actions that automotive OEMs and dealers can take toward digital disruptors and secure a pivotal place in the auto retail landscape of the future.LEARN MORE