Tuesday, April 20, 2021

How digital retailing can personally tailor the car buying experience for customers – Bob George, Dealer.com

A strong digital marketing presence is crucial for your dealership in today’s marketplace. This afternoon on CBT News, we are discussing Dealer.com’s latest industry insights with Bob George, Assistant Vice President of Product Management at Dealer.com.

George joins the show to review 2020 and to discuss the state of digital retailing. Dealer.com offers dealers an understanding of consumer behavior through technology and expertise to master the digital experience.

George opens the conversation by discussing how the industry changed in 2020. George says that last year was a reset year for many dealers regarding their online experience. As the virus spread across the U.S., consumers changed the way they wanted to buy cars. This made digital retailing a very valuable component for automotive retail operations. George says that 70% of their dealer partners adopted digital retailing.

Many have wondered whether or not digital retailing will begin to take the place of shopping in the showroom. However, George doesn’t see digital retailing as the full picture of future car-buying. He does believe that the future will bring more assisted shopping experiences though. Tools and technologies will continue to expand the capabilities of retailing, giving the consumer the most tailored experience when buying a new vehicle. 

George concludes the conversation by discussing the digital retailing experience offered by Dealer.com. In the past, the company’s tool made assumptions about dealers’ expertise in digital retailing. George and his staff were able to rethink the interface and center the experience around ease and clarity. Dealer.com also worked with their performance team and dealers to operationalize the experience in the stores. This provides customers a seamless transition from finding a car through the online platform and picking it up quickly at the dealership.

To learn more about the strong solutions from Dealer.com, be sure to visit their website.


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CBT Automotive Network is a multimedia broadcast platform serving automotive professionals. With interviews featuring the biggest names in the industry, daily newscasts following top stories, up-to-date market data, and exclusive articles covering the latest industry trends, CBT is the leading voice of the retail automotive industry.

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