Online retailing: where dealers win
16 December 2013
Ive been sorting out Auto Retail Networks annual survey of mobile website retailing by franchised retailers.
The survey is in its second year and aims to show how advanced the world of auto retail is in terms of mobile retailing. In other words, how many dealers have a smartphone-friendly website. Well be sending out the survey this week, so if you see the email, please take time to respond.
However, while were all concerned that were not up to the minute in online retailing and that were losing customers because our mobile presence isnt good enough, let me tell you this
Ive been trying to book a skiing holiday. I can report that, when it comes to mobiles and online presence, auto retail is far, far more advanced than the travel industry. While the amount Im going to spend on my holiday isnt as much as I paid for my car, its still a hefty sum. Forget wow! factors; travel websites just cant cut it. I found myself actively looking for holiday websites that were mobile-friendly so that I could buy from them. Amazingly, I didnt find any.
In auto retail, mostly theres no shortage of sites that are mobile friendly and this gives me hope that while technology for dealerships is hard work, the ones that have a mobile website are the ones that are going to win more business.
Tristan Young
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