How to Implement Digital Retailing at Your Dealership
Digital retailing is the most powerful tool your dealership is going to implement for a long time (maybe ever, if we're doing our jobs right). But the power in a good digital retailing platform is in its flexibility and configuration options.
You're not a software engineer, though. Or an app designer, or a computer scientist. So how does someone with expertise in the automotive industry get the most out of a complex system of ecommerce tools?
It starts with you. Just like any other new system, whether it's a new tool chest for your service centre or new computers for your sales team, the best place to start is with your unique needs. If you haven't already, review our digital retailing workbook to understand how your needs align with the different kinds of digital retailing systems.
Here’s the awkward part: digital retailing doesn’t really require much implementation. Not from your side, anyway—the best digital retailing providers do all the heavy lifting for you. All you need to do to get started is provide your client success manager with the requested information, which usually consists of your DMS provider, IT contact, CRM provider, and a few other details.
Your client success manager will go through a complex setup procedure, integrating your many systems and dashboards with the new digital retailing solution. You won’t need to do anything to get a functional and impressive new shopping experience.
This is one area where you have a few choices. Once your client success team has integrated the complicated stuff, you get a say in how your customers interact with your pricing. Define the length of finance and lease terms here to reflect the options in your physical dealership.
You’re not just selling cars, you’re selling peace of mind. Typically, you’ll delegate this responsibility to your F&I manager, who will coordinate with the digital retailing provider to attach brochures and even videos to protection plan options. This makes it easier for customers to self-educate and see the value of your offerings.
When configuring your accessories, keep in mind that you don’t always need to include a complete list of available items. Sometimes, you may have more luck surfacing a few high-volume products like roof rails or locking nuts. You’ll have a second opportunity to promote accessories when you close the deal in-store.
Go sell some cars
This is the bulk of your setup. Your specific ecommerce platform will likely have a few other tweaks and changes you can make as you go, but we’ve outlined all the major components here for you. If this list seems underwhelming, that’s because a great digital retailing provider does all the hard work for you.
The best solutions shouldn’t just improve your customer experience; they should improve your experience, too.
Since 2011, Motoinsight has been working with dealerships and OEMs to realize a new vision for the automotive industry through our leading solutions including MotoCommerce. If you’re ready to find out how your dealership can thrive in the digital future, visit
motoinsight.com. Let’s redefine automotive retail, together.
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