Digital Divide Leaves Customers Wanting More On The Showroom Floor

The lack of continuity between a customers’ online experience and their experience in the showroom continues to be a leading cause of consumer discontent with the car buying process. The customers’ journey that is so carefully nurtured and cultivated with sophisticated digital tools during the online experience, is all but abandoned to start from scratch without digital conveniences once the customer walks on to the showroom floor. This shortcoming increases the time and inconvenience for the customer, and leaves a significant gap in the dealer’s data regarding the customer’s journey. 

“84% of dealers use digital retaining – But only 30% of dealers are leveraging digital retailing in a way that incorporates shopper preferences once they’re in the showroom.” *

For decades shoppers that walked in to a dealership went largely unrecorded as GM’s struggled to train salespeople to make CRM entries which reflected the daily customer flow through the showroom. Technological advances have made that process much easier, but few dealerships are really taking advantage of that technology to improve the experience for the customer.. and customers still walk in to and out of dealerships underserved and often even undocumented. 

At BDC United, the attention we pay to the customer to encourage them down the sales funnel to an appointment sets the stage for a welcoming bridge across the digital divide. Those dealers that take advantage of this bridge are able to provide their customers with an in-store experience that focuses on their preferences,  matches the expectations set online, and leverages the pre-appointment perfection of the lead to expedite the sales process and ensure a convenient experience for the customer.

Scan the QR below to register for a demonstration of how BDC United can help your dealership bridge the digital divide.

* https://www.cdkglobal.com/sites/cdk4/files/CDK_Friction_Points_2.0_Study.pdf