As technology continues to push boundaries and redefine norms, it’s essential to understand where the industry stands and where it’s headed. According to a recent Cox Automotive study, 8% of today’s car buyers say that the next car they buy will be shopped for completely in-store. That means 92% of customers are going to be doing a lot of the process elsewhere. So, how can dealerships find a balance between online and offline interactions in the car buying process?
On this episode of Dealer Forward, Mark Vickery, Associate Vice President of Performance Management at Cox Automotive, is joined by Dennis Gingrich, Variable Ops Director at The Niello Company, for a candid conversation on the modern challenges faced in car sales.
1. The car buying process is evolving and a significant part of it is moving online. Dealerships must find ways to integrate digital strategies while retaining the essence of traditional sales.
2. Most customers prefer streamlined buying processes. Dealerships should aim to enhance the customer experience, both in-person and online.
3. Only adding digital tools isn’t the solution. Dealership staff needs to understand and effectively use these tools in the sales process.
4. Despite technological advancements, personal interactions remain vital. Effective communication and genuine service from the team are indispensable.
5. Implementing changes should be a collective effort. Engaging all levels of the dealership in decision-making, eases transitions and creates a sense of shared ownership.
"I think regardless of all the technology that we have at our fingertips to facilitate the transaction online, whether it be a 100% online or part of it, at the end of the day, it all boils down to human capital and making sure they can communicate at a high level and deliver that great customer experience." — Dennis Gingrich