Digital retail has grown up. Now dealerships need to better connect the journey. Automotive retail has changed significantly over the past several years, but the biggest shift may not be where consumers begin the buying process. It is how they expect that process to continue once they walk into your store. Consumers are more comfortable today moving between online research and in-dealership conversations. They may explore payments from home, estimate a trade-in value during a break at work, submit information from a mobile device, and then visit the dealership when they are ready to take the next step. To consumers, online and in-store are part of the same purchase journey.…
