How to Choose a Digital Retailing Tool
A fully functional digital retailing tool, smooth digital workflow and customer focused delivery process are mission-critical to a car dealership’s efforts to generate sales. Creating e-commerce capabilities will surely pay dividends, in the future, as shoppers become more familiar with the convenience of automotive e-commerce as well as the desire of a segment of shoppers to avoid close, in-person contact with retail employees until the virus is completely eradicated.
Integration of trade-in value and consumer credit score gives the shopper a complete view of the transaction and moves them closer to purchase.
A secure online credit application that inserts the shopper’s credit score into the tool so that payments reflect credit scoring increases payment accuracy. Allowing the customer to estimate their credit score is an important function for shoppers who are not ready to enter personal information into an online application.
Adding an accurate trade evaluation tool to the payment configurator is important. Dealers must consider the trade-off between tools that request a great deal of detail to provide an accurate value versus a streamlined form more likely to be filled to completion by the shopper. Most digital retail tools integrate with several trade evaluation platforms. Dealers need to verify that their preferred trade-in evaluator can be integrated with a potential digital retail tool.
The customer journey is not a straight line. Customers need to be able to interact with different components of the digital retail tool (payments, trade-in, and credit) in whatever order they prefer. The ability to save their work and come back at a later time is a key function. Saving their work allows the customer’s history to be retrieved when they arrive at the store saving time and frustration.