Ally Next Practices - A5

SPECIAL ADVERTISING SUPPLEMENT

Edmunds' vice president of product
innovation. "The second complaint was
that amount of time spent after the price
and even the trade-in value was set. That
process does not sit well with customers."
Chris Sutton, vice president of the
U.S. Automotive Retail Practice at J.D.
Power, says customers "want a seamless
process. They want to pick a vehicle,
negotiate online, get a sense of their
trade-in's value, get preapproved for
financing, understand what F&I products
are available and how much they cost.
Then, yes, they probably want to drive the
car and maybe have
to come into the
store to sign the
contract."
When Edmunds
asked consumers
about digital
transactions, only
Nick Gorton
half said they wanted home delivery of
a vehicle. "Half said no-I want to build
my deal online, then go in and touch and
drive the vehicle," Gorton says.
"But what they did want was the ability to
research a car purchase and know what the
monthly payment was going to be."
THE BIGGEST SHIFT FOR THE INDUSTRY,
of course, is offering an end-to-end digital
transaction-something that automakers,
dealers and tech companies are
experimenting with in a variety of ways.
Edmunds, which is piloting its own digital
retailing service with dealers in California,
found that a couple of years ago, "you'd
talk about digital retailing and see a lot of
doubt," Gorton says. "Now almost every
dealer is paying attention and talking
about it."
Although not every dealer may be ready
for it, Sutton says, "Digital retailing is
an opportunity to make things better
for the customer, but it really can be an
opportunity for the dealers as well."
Sam Slaughter agrees. "Our business
should be all about awesome customer

service, about people enjoying the
process of getting a new car," says
Slaughter, owner of Michigan's Sellers
Auto Group. "Doing more of the
transaction digitally can help salespeople
spend more time building relationships
with customers."
LOOKING AHEAD, DEALERS AND
TECHNOLOGY COMPANIES are testing or
brainstorming additional ways to use digital
technology throughout the dealership.
Dealerships are using text and video
to communicate with service customers.
Some are testing ways to incorporate
digital assistants such as Google
Assistant and Amazon Alexa, providing
communication digitally with the
dealership to set up appointments and
check on service issues.
In the showroom, digital price tags on
pre-owned vehicles immediately adjust
prices to guarantee that customers see
the same price online and on the lot.
Social media platforms continue
to offer new communication options.
Jackson says dealers should keep an
eye on chatbots such as the one now
available via Facebook's Messenger
app. "They provide a one-on-one way to
answer customer questions, often with
imagery to engage people," he says.
And thinking big, Sam Slaughter says
he envisions an online platform for
his dealerships that would offer each
customer an individual portal similar
to those used by hospitals-a place
where a customer could upload all his
or her information, communicate with
the dealership and keep track of service
records, purchase history and the like.
"I think our dealerships do a pretty
good job, but our goal is always to
make it even more customer-friendly,"
Slaughter says. "This is the kind of
thing that a dealership customer might
not think of-but once they had it, they
couldn't imagine being without it."

"Digital retailing is
an opportunity to
make things better
for the customer,
but it really can be
an opportunity for
dealers as well."
- CHRIS SUTTON,
vice president of the U.S.
Automotive Retail Practice at
J.D. Power

PERCENTAGE OF NEW-CAR
SHOPPERS WHO SAY THEY USE
THEIR SMARTPHONES FOR:
2013

2017

Dealer information

42

54

Vehicle Pricing

40

53

Model Information

38

48

Photo galleries

35

47

Searching inventory

32

47

Special offers/incentives

23

37

Comparing vehicles

22

31

Trade-in values

18

24

Building a vehicle

13

21

Videos

11

21

Financing information

11

17

Source: J.D. Power New Autoshopper Study,
2013-2017

JUNE 2018 | ally | 5



Table of Contents for the Digital Edition of Ally Next Practices

Contents
Ally Next Practices - Intro
Ally Next Practices - A1
Ally Next Practices - A2
Ally Next Practices - Contents
Ally Next Practices - A4
Ally Next Practices - A5
Ally Next Practices - A6
Ally Next Practices - A7
Ally Next Practices - A8
Ally Next Practices - A9
Ally Next Practices - A10
Ally Next Practices - A11
Ally Next Practices - A12
Ally Next Practices - A13
Ally Next Practices - A14
Ally Next Practices - A15
Ally Next Practices - A16
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