Why a smooth checkout is only one part of a successful car-buying experience.
In this insight
Three kinds of readinessConnect online and showroom experiencesConvenience is not the whole experienceThree kinds of readiness
In his interview with Sophus3’s Patrick Fuller, Rockar Tech’s Martin Sewell examined technology readiness, manufacturer readiness and dealer readiness. Successful direct-to-customer retail depends on all three.
Connect online and showroom experiences
Customer accounts and shared information can help retailers understand someone’s preferences and progress. A journey that works at home but starts again from scratch in the showroom misses that opportunity.
Convenience is not the whole experience
A faster transaction helps people who already know what they want. Earlier in the journey, customers still need confidence, personal relevance and reasons to choose a brand.
The discussion challenges teams to treat digital as part of the retail experience rather than as a separate channel. Read the original interview for the full conversation, examples and video context.
Read the original Sophus3 publication →
Adapted from the original Sophus3 publication. Market findings relate to the date shown.
