In light of the COVID-19 pandemic, many dealers have adopted digital retailing technology on their website to meet consumer demand and facilitate an uptick in online sales. However, dealers still have a lot to learn about these tools and how to properly execute and market their strategies. Here to discuss this topic in greater detail is Glenn Pasch, CEO of PCG Digital and auto marketing expert.
Putting digital retailing technology on your dealership’s website is only one small part of building the infrastructure necessary in order to deliver on pain-free online transactions. Dealers must also realize that they need to effectively market this new service. They have to create an entirely new branding promise and educational system which revolves around buying online.
In the past, every deal began once a customer stepped onto the lot. Now, the car-buying journey is beginning in a myriad of different ways. If a customer decides to venture into the showroom, they could already be well underway with their research and financing paperwork. The appointment culture of the past doesn’t exist anymore. Flexibility and the willingness to adopt digital retailing techniques is imperative in today’s climate.
For 25 years, Pasch has been working with clients like Lithia Motors, Berkshire Hathaway, AutoCanada, Nissan, Infiniti, and Toyota to help them reach new levels of achievement in the highly competitive retail automotive industry. He’s the co-author of two books including Selling Cars in the Digital Age and The Power of Connected Marketing. He is also an acclaimed speaker who has spoken for NADA, Digital Dealer, NIADA, The World Shopper Conference among others. To hear more great insight about digital retailing from Glenn Pasch, be sure to watch our entire interview above.
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