Kerri Wise discusses how car dealers can expand their customer base through digital retailing

Automotive Industry Veteran, Kerri Wise, has been named as Vice President of Marketing for AutoFi. On today’s show, we’re pleased to welcome her to discuss the new appointment. Wise is also President of the Women of Color Automotive Network (WOCAN). Wise also discusses the latest trends in digital retailing and financing.

Wise begins the conversation by talking about her new position with AutoFi. She has had an extensive history of working with top innovators of new technologies that continuously enhance the retail automotive industry. She is excited for a leadership opportunity to move the industry forward in digital retailing and financing.

Wise then discusses the most recent trends regarding digital retailing. She says that customers will be the driving force behind the direction of the market for overall digitalization. Until last year, consumers primarily wanted to conduct business in-person so they could experience the vehicle first-hand. However, the pandemic opened many of those consumers up to conducting at least a portion of the buying process online. 

“The reality is that it’s going to be a hybrid experience where people do some things online and then finish up in the store,” said Wise. “That’s going to vary largely by the customer. I think that’s what makes digital retailing so challenging is that dealers have to have that flexibility to offer that experience that customers want” 

Digitalization has allowed dealers to expand their offerings beyond state borders. As consumers expand their vehicle-search range due to the inventory shortage, dealers must be willing to meet customers online to earn their business. Wise says this is a major opportunity in which dealers should take advantage.

Did you enjoy this interview with Kerri Wise? Please share your thoughts, comments, or questions regarding this topic by submitting a letter to the editor here, or connect with us at newsroom@cbtnews.com.