To succeed at digital retailing, dealers should avoid thinking that their process must be perfect before rolling it out.
Instead, dealers can meet customers' expectations by embracing simplicity and flexibility — even if that means developing a process and smoothing it out along the way.
The industry's move toward wider adoption of online vehicle sales will evolve gradually, rather than as an overnight "brick-to-click" switch, dealers and auto retail technology providers told Automotive News last week during a virtual Retail Forum: NADA panel discussion.
Yet that transition accelerated nearly a year ago as the coronavirus pandemic forced dealerships to look at their virtual processes to counter the impact of showroom closures and plunging sales.