Digital Dealer - February 2020 - 12
DEALER OPS & LEADERSHIP
Digital Retail
By
Jack R. Nerad
Writer, Author, Radio Host, North
American Car of the Year Juror
Embracing Online Selling
Offers Advantages Far
Beyond the Obvious
>
Car buyers are more sophisticated than ever before, and with
that added sophistication has come
higher expectations. Many car
buyers want a complete end-to-end
online buying experience. Millennials, who
have recently vaulted to the top of the car
acquisition "generations," have difficulty
understanding why they can't buy a car
the way they buy everything else - with
a few clicks of a mouse or a couple of taps
on a smartphone. And they aren't the only
buying group asking that question.
Many traditional car buyers who plan to
visit a showroom, kick some tires, engage with a salesperson and complete the
transaction there would like to get a head
start on the process by doing much of the
dreaded "paperwork" online at home before
visiting the dealership. And pretty much
12
[ d i g i t a l d e a l e r. c o m ]
nobody - even the oldest Baby Boomer who
fancies himself a great negotiator - wants
to spend hours in the store getting the deal
done, especially when they know it doesn't
have to be that way.
Making things simple for the consumer has always been a magic formula for
retailers from the days of the 5 and 10-cent
store and the self-service "supermarket"
to Amazon and eBay. Now, finally, that
realization is hitting car retailers, and they
are making the turn toward online retailing,
some jumping all in, some hedging between
a fully online buying experience while
retaining some traditional processes.
This environment of change has been
a difficult one for most dealers to work
through. And in many instances, the "ifit-ain't-broke-don't-fix-it" philosophy has
prevailed. But one place where the most
hidebound, old-school dealership cannot
avoid crossing over into the online retailing
world is the use of third-party lead-providers, classifieds, and aggregators. If that
dealership uses any of those services, that
dealer is not only online, but the odds are
the dealership's ads contain price quotes. So,
whether it wants to be or not, that dealership is in the online retailing business.
Of course, there are thousands of stores
that have an online presence - their own
website, subscriptions, and affiliations with
third-party sites, and an internal process for
online-generated sales. They might think
of themselves as progressive, and in many
ways, they are, but they haven't embraced all
the aspects of online sales that will change
their in-store business for the better. They
are represented online in numerous places,
and often their inventory is listed online
February 2020
http://www.digitaldealer.com
Digital Dealer - February 2020
Table of Contents for the Digital Edition of Digital Dealer - February 2020
Digital Dealer - February 2020
Online Extras
Up to Speed|Tech, Dealer News, & People on the Move
Social Media Insight| Direct From Facebook
Culture Three Key First Quarter Resolutions for 2020
Succession Planning Debunking the Succession “misconceptions”
Digital Retail Embracing Online Selling Offers Advantages Far Beyond the Obvious
Process & Performance Optimizing Your Process for Success: Elevating the Customer Experience Starts Within
Fixed Operations Repair Process 2020: A Very Hot Sema Topic Indeed!
Exclusive Interview With Rhett Ricart of Ricart Automotive Group
Digital Dealer: Featured Sessions
Data & Analytics Website Tools Must Support Google Analytics Tracking
Social Media 10 Dealership Social Media Best Practices for Beginners
Branding 2020: A Brand You Year (And Decade)!
Fixed Operations Follow the Money Trail… Straight to the Service Dept.
Cpo the Great Cpo Disconnect
Sales Training Sales Persistence – When & Why It Matters
Social Seen| Snapshots of the Auto Retail Scene
Digital Dealer - February 2020 - Digital Dealer - February 2020
Digital Dealer - February 2020 - Cover2
Digital Dealer - February 2020 - 1
Digital Dealer - February 2020 - 2
Digital Dealer - February 2020 - 3
Digital Dealer - February 2020 - Online Extras
Digital Dealer - February 2020 - Up to Speed|Tech, Dealer News, & People on the Move
Digital Dealer - February 2020 - Social Media Insight| Direct From Facebook
Digital Dealer - February 2020 - 7
Digital Dealer - February 2020 - Culture Three Key First Quarter Resolutions for 2020
Digital Dealer - February 2020 - 9
Digital Dealer - February 2020 - Succession Planning Debunking the Succession “misconceptions”
Digital Dealer - February 2020 - 11
Digital Dealer - February 2020 - Digital Retail Embracing Online Selling Offers Advantages Far Beyond the Obvious
Digital Dealer - February 2020 - 13
Digital Dealer - February 2020 - 14
Digital Dealer - February 2020 - Process & Performance Optimizing Your Process for Success: Elevating the Customer Experience Starts Within
Digital Dealer - February 2020 - Fixed Operations Repair Process 2020: A Very Hot Sema Topic Indeed!
Digital Dealer - February 2020 - 17
Digital Dealer - February 2020 - Exclusive Interview With Rhett Ricart of Ricart Automotive Group
Digital Dealer - February 2020 - 19
Digital Dealer - February 2020 - 20
Digital Dealer - February 2020 - 21
Digital Dealer - February 2020 - 22
Digital Dealer - February 2020 - 23
Digital Dealer - February 2020 - Digital Dealer: Featured Sessions
Digital Dealer - February 2020 - 25
Digital Dealer - February 2020 - Data & Analytics Website Tools Must Support Google Analytics Tracking
Digital Dealer - February 2020 - 27
Digital Dealer - February 2020 - Social Media 10 Dealership Social Media Best Practices for Beginners
Digital Dealer - February 2020 - 29
Digital Dealer - February 2020 - Branding 2020: A Brand You Year (And Decade)!
Digital Dealer - February 2020 - 31
Digital Dealer - February 2020 - Fixed Operations Follow the Money Trail… Straight to the Service Dept.
Digital Dealer - February 2020 - 33
Digital Dealer - February 2020 - Cpo the Great Cpo Disconnect
Digital Dealer - February 2020 - 35
Digital Dealer - February 2020 - Sales Training Sales Persistence – When & Why It Matters
Digital Dealer - February 2020 - 37
Digital Dealer - February 2020 - Social Seen| Snapshots of the Auto Retail Scene
Digital Dealer - February 2020 - 39
Digital Dealer - February 2020 - 40
Digital Dealer - February 2020 - Cover3
Digital Dealer - February 2020 - Cover4
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