Ron Frey wants dealers to start to shift their thinking around digital retailing.
Digital retailing is not just the technology, he says — it's also the process. He refers to the approach as "modern retailing."
Essentially, the idea is this: Dealers come up with the customer experience they want to offer. They change their organizational structure, such as by tweaking pay plans, to implement that customer experience. Then they choose a technology tool that supports that experience — rather than plug in a product and expect it to do all the work.
Having an overarching strategy is important, Frey told me, because consumers ultimately control how they move through the sequence of steps. Yet dealers often still want to define what steps consumers follow online, and in what order.