Digital journeys, physical retailing
How the most successful retailers are unlocking the potential of omnichannel
Despite the turbulence and uncertainty of the last few years, the automotive retail market remains in good health, with recent growth in consumer demand, used car prices, and sales. However, the automotive industry is facing major ‘forces of change’ that are driving retailers to evolve traditional practices.
Using comprehensive consumer research of over 3,000 car buyers, and the findings of a brand-new retailer survey of 227 retail directors and owners representing 1,800 sites, conducted in partnership with ICDP, the National Franchised Dealer’s Association (NFDA), and Auto Trader, this report looks at how evolving car buying behaviour is fuelling demand for a model that supports all aspects of a digital retailing journey, not just the initial research stage.
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