Beyond the Lead: Executing a complete retail strategy

Today, Bob George, Assistant Vice President of Product Management at Dealer.com, and Brett Pomerantz, Senior Director of Product, Retail Experience Cox Automotive, talk with Cole Frankman, Chief Operating Officer at Frankman Motor Company, about how his dealership has aligned its people, processes and tools to create a retailing strategy that goes beyond simply generating qualified leads.

The technological innovations that have been developed over the past 5 to 10 years have enabled car dealers to meet consumer expectations and deliver vehicle transactions online. However, car dealers are finding today that the tools only get them about a third of the way to a truly effective digital retailing strategy. Oftentimes, dealers have multiple tools that struggle to communicate with each other. The technology might not be suited to the dealer’s state regulations. Additionally, consumers might have trouble navigating multiple steps in the transaction.

It becomes imperative for car dealers to expand their definition of digital retailing. There is the deal management phase, document signing and contracting, and finally offering the extended warranty and other add-ons in the F&I office. While providing an exceptional customer experience is paramount, dealers can’t ignore the back-end experience for their staff. Car dealers have to bring their employees on board with new changes. They also have to provide and seamless process that will ensure sales success.