How dealers enhanced the purchasing process in response to the growth of digital retail

On today’s episode of Inside Automotive, Bob Lanham joins the show. Lanham was the former Head of Automotive Retail at Meta, and is now the Senior Vice President of OEM Relations for CarNow, an award-winning messaging and digital retailing platform in the retail automotive space. Today, we’ll discuss his decision to join CarNow, his role working with OEMs and the upcoming 2023 NADA Show.

Lanham is excited to announce the launch of two new CarNow products at the NADA show, which will run from January 26 to January 29. With the industry’s ongoing expansion, these products include a showroom and desking product. CarNow has the opportunity to play a role in everything between the websites and the DMS. According to Lanham, “these items aren’t seeking to replace any of the offerings between there, but because of our function in the purchasing process, we have the chance to change and improve the experience.”

Lanham claims that, for instance, “the showroom aids in eliminating the process of which buyers currently conduct most of their purchasing online, but when they go to a dealer, they have to start from scratch.” Therefore, the process has been simplified to allow users to pick up where they left off once they enter the dealership.

According to Lanham, “dealers claim their desking systems aren’t broken, but it could be better.” Therefore, he states that booth 6401 at NADA will have a DEMO of the desking program available.

Consumers are driving the process, so, it’s crucial to remember that while CarNow is developing platforms to help dealers improve the overall customer experience, OEMs are checking on their dealers’ bodies to see how they’re ranking. According to Bob Werner, the owner of Werner Mazda in New Hampshire, “the majority of my peers, other dealers, are selling as they want to. Not the way that customers want to buy.” Lanham adds, “Warner Mazda is the 32nd-ranked dealer in the country because of its ability to process eCommerce.”

Moreover, according to Lanham, “in 2019, 54% of consumers worried more about their car-buying experience than the vehicle’s price. In just one year, it rose to 64%, and by 2021, it had reached 84%. “Facts over feelings should always be the starting point when trying to attract customers. In other words, we need to start examining the numbers,” claims Lanham.

Overall, CarNow has integrated features to help dealers be more transparent with consumers. If you have any additional questions or wish to use these innovative products, visit them at NADA booth #6401.  

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