The foundation of future automotive retail

Automotive retailers must race ahead of the curve

The automotive retail landscape is shifting. With evolving competition, technological advances, and increasingly empowered consumers, how can automotive retailers develop cutting edge retail models and update a distribution channel that hasn’t changed significantly in the past century?

Based on trends in other industries, automotive retailers should be moving towards an omni-channel retail model where they seamlessly engage with customers using a variety of channels in a customer's shopping experience. To make this work in the automotive retailer’s current model, original equipment manufacturers (OEMs) and dealers will need to align more closely, share customer and sales data, and stay relevant to the needs of the digitized consumer.

The rise of the omni-channel automotive retailer experience

The traditional automotive retail model has persevered even as the rise of e-commerce has brought major changes to most brick-and-mortar retailers. While companies like Amazon and eBay have grown by offering the convenience of shopping and fast but seemingly free delivery, traditional retailers have tried to find ways to incorporate e-commerce into their business model.

Retailers have realized that purchases are no longer one-time transactions. Instead, they should be one stop in the journey of the customer as they travel between different channels. Omni-channel marketing and sales enabled retailers to move to a more customer-centric retail model focused on creating a relationship with the customer.

Digital platforms today not only complement the physical shopping ecosystem, but also help create a seamless customer experience. Even what could originally be considered pure digital shops are now looking to supplement their online presence with physical world assets.

Evolving your automotive retail ecosystem

To provide a holistic omni-channel experience, auto retailers should focus on the following tactical themes in the near term and use them to guide investments in talent, capabilities, and capital expenditures:

• Engaging customers during their research phase
• Managing cross-channel customer touchpoints
• Maintaining efficiency during transactions
• Aligning store formats with digital experiences
• Managing competition 
• Engaging customers throughout the lifecycle

These tactics are necessary to move forward in an industry that is poised to provide the ultimate customer experience and achieve change in the long term. Are you ready for omni-channel customer engagement?