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The rate of digital transformation in automotive retailing has rapidly accelerated in recent months. With more ways to communicate than ever before, knowing how best to engage with customers, and when, will be the key to success for many businesses. In this report, the CitNOW Group examines how technology is reshaping and redefining the retail experience and what the ultimate digital customer journey looks like now.
The importance of the journey from online to showroom is vital and needs to be as seamless and speedy as possible.
Find out what car buyers’ most valued online assets are in the full report.
The rise of video
(87%) of car buyers would prefer to research their next vehicle online, whether that be via a dealership or manufacturer website, or third-party classified portal. There is a direct need for retailers to make sure their website and social media act as the perfect ‘shop window’. Find out what car buyers’ most valued online assets are in the full report.
Make the part exchange easy
The part exchange process can be one of the more challenging elements in the sales journey for retailers and customers alike with one in ten car buyers stating it is the aspect they disliked the most about their previous car buying experience. Tootle, part of the CitNOW Group can significantly improve and simplify the part exchange appraisal process.
Beyond the sale
70% of motorists say they value the transparency that video provides in the workshop showing that as customers transition from retail experience to ownership, they still want personalised, transparent communication.
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Conclusion
What’s clear from our findings is that the ultimate digital customer journey should not be defined by the retailer, but by the customer. Nor should it be restrained by technology, but rather enabled by it.
Utilising the right digital tools to do this will make this process a whole lot smoother.