Why a smooth checkout is only one part of a successful car-buying experience.
Three 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.
