The covid-19 pandemic has given a clear acceleration to the world of car digitization. We are not simply talking about the system inserted inside the dashboard, but about the entire production chain and the sale of cars.
Before the arrival of Covid-19, buying a car was strictly personal and physical. When we all wanted to buy a car, we had to go to a dealer and choose which one was our favorite.
With the arrival of covid-19, and the inclusion of social distancing, all this has been changed definitively. With the closure of the economies in 2020, the automotive sector has suffered major repercussions.
According to various international analysts, starting with the heads of the Google Automotive group, the trend of online analysis has definitely increased. The number of online searches is also linked to the actual number of sales obtained. According to the data processed, it was clearly seen how the people who searched for certain cars were then those who bought those precise cars.
Potential customers, therefore, do not browse in a disinterested way but enter precise requests to Google, in order to obtain the information they need.
The car home delivery service is also growing, in order to avoid the need to go to the dealership.
After clearly a decrease in online searches for cars, coinciding with the onset of the pandemic, non-essential goods have returned to being searched online, and pre-covid levels, of course, have already been reached for some time. .
The automotive sector, on the other hand, is moving towards the true concepts of e-commerce. The United Kingdom is, in detail, the country where there has been the greatest percentage growth, compared to pre-covid levels.
Even though all the dealerships have reopened their doors, many people under 45 are interested in buying their vehicle online. Even the new retirees, in various surveys, have expressed the possibility of considering buying online.
The sales sector, therefore, is transforming itself from a one-channel approach to an omnichannel one.
According to some research that is learned online, there are about 900 points of contact between the subject and the various advertisements or computer systems of the dealerships.
Here is how the number of solicitations that the single subject receives is really high.
Obviously, the customer's claim is maximum, as there is a very high consideration of the car manufacturers and the computer systems connected to it.
The customer journey, from the first advertisement, to the purchase of a car must at least be suited to their needs. This is the real challenge of retailers and dealerships, as they have to change their approach in order to intercept a high-spending or highly profiled customer as much as possible.
Obviously, this task is not easy, as it requires a high organization that must create an ecosystem integrated by the dealership.
Every single phase must be supervised, using all the IT tools possible in it. The customer is not so much interested in the individual dealer from which to buy the car, but rather in the car itself. Here then, how the dealers are highly interchangeable between the different entities.
Dealers, therefore, must be very careful in this area and try to digitize every single process within their salon.
In this way, they will be able to have everything under control in the sales process. A sure plus, in this context, is also linked to the possibility of obtaining Big data within one's own history in some time.
In this way, each individual concessionaire will be able to encounter a sort of history and statistics, from which to observe all the information collected. Even in this case, the goal is one and only one: to reduce costs and maximize profit images, as the dynamics of individual people have been well defined.
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