Digital Retailing Software Survey: Just Another Lead Source?
As I prepare for my keynote address at the Modern Retailing, Simplified virtual conference on March 17th, I decide to poll dealers about their experience with digital retailing tools. There are over 25 different companies offering dealers in the U.S. and Canada software that falls under the digital retailing category. I have had the opportunity to test and use many of these products as we plan to announce the AWA Award winners on February 23rd.
Note: If you want to attend the online awards ceremony, here is a link to get a free ticket. https://awa.autos/reserve/
What Is The Current Value of Digital Retailing Software?
From my initial polling, the common response to this survey question: "How would you best describe the success of your digital retailing software?" was "another good lead source", which may not surprise you. However, other feedback is showing that something is missing from the retail transformation story.
General managers and dealer principals have also offered anecdotal comments that include:
- We are puzzled why more customers don't use the digital retailing tools on our website
- Less than 15% of our car sales are generated from a consumer using the digital retailing tools on our website.
- We are not hearing from customers that the digital retailing experience on our website is awesome
- We have not received much/any coaching on how to get our entire store to commit and fully utilize our digital retailing software package
- Consumers are not demanding a different experience on our website but they do expect the showroom experience to be easier
Participate in My Survey
I would like to get more dealership managers to participate in my survey so when I present my findings on March 17th, I have a larger dataset. I will send the survey link to any dealership manager, so please use your work email address. Send your survey request to: [email protected].
If you work at a dealership or work at a company that sells digital retailing software, how would you describe the current (real) benefits of digital retailing software as we know it today? Share your comments below.
Anyone who comments on this post will also get a discounted ticket to attend the Modern Retailing, Simplified conference on March 17th!
Digital Director at Checkered Flag Auto Group
4 年Since DR was created in automotive, it's always been used as an upsell on the vendor side. When this tool can be added and removed from your website at the click of a button, it is never truly integrated. Until it is 100% integrated into every aspect of your website, it will never live up to its potential. The first major website company that steps up and says "DR is on every version of our website package because the rest of the website simply won't function properly without it" will be the front runner IMO. I'm still surprised that the best DR tools haven't gone into the website business for this exact reason. The framework is there!