Let’s talk about friction.
Friction doesn’t just play a critical role in physics. Removing friction from the automotive shopper’s journey is the key to automotive dealerships prospering in an industry fraught with challenge of running a modern dealership.
Twenty years ago, an automotive retailer needed to be proficient with one-to-three traditional media outlets to promote its value while investing the majority of its time on hiring, training, developing people and honing and executing on processes to win with the consumer. Digital introduced some interesting wrinkles – on the one hand delivering more informed and purchase-ready consumers but also complicating the dealership’s life. The challenge of managing myriad digital advertising platforms and software alone actually began to compete with a dealership’s ability to develop its people. As a result, while the consumer is more empowered than ever, the dealership team members have struggled to master the very tools designed to empower dealerships.
It’s time for third-party marketplaces — [Read more…]