SHOPSMART AUTOS – CUSTOMER INFORMATION – FEBRUARY 7, 2021 – 2
The Rise of the omni-channel experience Despite the flurry of online activity, the prophesied end of the brick-and-mortar store still hasn’t arrived. Successful retailers have recognized the value of a truly omni-channel; experience integrating the best of both the physical and the digital and making the transition between the two seamless. Retailers have realized that sales are not one-time transactions but should be attached to the lifetime of the customer as they travel between different channels. Emerging loyalty programs showed the value in tracking customers and encouraging return purchases. In 2015, 64 percent of retailers say their loyalty/rewards program is the best way to connect with consumers. The need for omni-channel marketing and sales is the natural result of the desire to move to a more customer-centric retail model. Digital today both complements the physical shopping ecosystem and helps create a seamless customer experience. Even online-focused digital retailers are now finding ways to complement their online presence with physical world assets. Warby Parker is an example of a digital brand leveraging the omni-channel trend. Although they have primarily achieved success through their global digital retail environment, they see the value inherent to combining digital and physical experiences. Warby Parker’s model allows consumers to try on multiple pairs at home before ordering their prescription glasses per their personal needs, In addition to their online channel, Warby Parker has begun to focus on building brick-and-mortar stores, including a flagship store in New York City, to allow for more personal service. We believe that the OEM/dealer ecosystem must change and adapt to an omni-channel retailing environment. An omnichannel experience puts the customer first by generating a personalized path. The flexibility of connected channels enables consumers to define their own customized balance between digital and physical experiences. Implementing successful omni-channel functionalities within automotive retail may help improve Gen Y consumers’ perception and experience toward dealerships, particularly given that a positive attitude toward automotive dealers hovers well under 50 percent for Gen Y consumers in the US (41 percent), Germany (29 percent), and Japan (39 percent). After all, customer experience is about perception, and in an environment where information is easily shared among consumers, a favorable impression is the difference between a company that wins and one that gets forgotten. To provide a holistic omni-channel experience, automotive retailers should focus on the following tactical themes in the near term and use them to guide investments in talent, capabilities, and capital expenditures. Make It A Champion Day!Tags: 2019 Subaru Forester Touring, 2020 BMW iX3, 2020 Chevrolet Suburban, 2020 dodge charger, 2020 EQC, 2020 Ford Super Duty, 2020 Honda Pilot, 2020 Kia Optima, 2020 Mercedes Benz, 2020 Nissan Versa, 2020 Subaru WRX STI, Audi SUV, BMW, Brandon K. Hardison, Chevrolet Car, Chevrolet Sonic, Dodge charger, electric vehicles, honda, Honda Pilot, Hyundai SUV, Mercedes Benz, Nissan Rogue, SUV, upcoming car, Volkswagen, Volkswagen Tiguan SEL Premium R-Line, Volvo Car
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