Fixed Ops Magazine - 2021 Vol18 03 - 12

FEATURE
A DIGITAL
HYBRID
EXPERIENCE
A
s dealers have digitized more of their operations
over the past couple of decades, finding
the right balance between physical and digital
customer interactions has become trickier. Now, there
is no question that all dealerships have moved to an
increasingly digital business model. The explosion of information
technology made that inevitable. But, some
have struggled with the shift more
than others. And even early adopters
as well as those on the cutting edge
of dealership evolution still run into a
key problem: How much digitization
is too much, and how much is not
enough?
How much digitization
is too much, and how
much is not enough?
This is a valid question because, as it turns out, not all
consumers are ready to go fully digital. According to
" The Changing Landscape: From In-Store to Online " , a
recent study by Reynolds & Reynolds, " 78 percent of
automotive consumers still want to make that final purchase
in person " . Similarly, 70 percent are not yet comfortable
with the idea of a fully online buying process.
12
To Surpass Service Customers' Expectations
Of course, it also goes without saying there simply is
not a 100 percent online vehicle service option.
WHAT DO WE MAKE OF THE NUMBERS?
Consider that industry pioneers and visionaries insist
that consumers want digital, transparency, and convenience.
So, are fully online dealerships
right around the corner?
Well, there are a few important
things to note. First, this apparent
disconnect actually follows the familiar
technology adoption life cycle
pattern, which progresses as follows:
* You have a prolonged period in which innovators
introduce the new technology and enthusiastic early
adopters provide its initial base of users/consumers.
* You see adoption by what is called the early majority.
These are consumers who are a bit more conservative
and cautious than early adopters and who

Fixed Ops Magazine - 2021 Vol18 03

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