How the New Normal Is Accelerating the Shift to Digital Retailing
The Future of Automotive Marketing in a Customer-Centric World
The New Normal has accelerated the auto industry’s race toward a superior ecommerce-driven customer experience for new car sales and aftersales. But the obstacles are many.
In this Winterberry Group research report, interviews with nearly three dozen senior marketers at automotive OEMs, dealer groups, and industry suppliers in North America and Europe reveal the challenges the automobile industry faces, including:
- Lackluster digital retailing and automotive customer experience design — characterized by misalignment of dealer and OEM offers plus an absence of real-time inventory access—are undermining a full digital shift.
- Fragmenting paths-to-purchase have increased the importance of marketing attribution and automotive analytics as consumers turn their attention, interest, and buying activity to digital channels. Also, it highlights challenges with customer loyalty and retention in the automotive space.
- A siloed approach to managing automotive customer data—created by the distinct repositories OEMs and dealers maintain for auto customer, transactional, and marketing performance data—is inhibiting insights and activation.
Don’t miss these timely insights on the state of automotive marketing and customer data management from automotive thought leaders at BMW, Chevrolet, Ford, General Motors, Hyundai, Nissan, Subaru, Toyota, and Volkswagen.
Grab your complimentary copy, courtesy Treasure Data, today.