Pub. 12 2014-2015 Issue 3

N E W J E R S E Y C O A L I T I O N O F A U T O M O T I V E R E T A I L E R S 19 new jersey auto retailer W W W . N J C A R . O R G How Technology Is Changing The Car Buying Process BY ERIK NACHBAHR Consumers experience hi-tech in almost every shopping experience, from targeted sales emails to custom apps on their smartphones. It stands to reason that they would ex- pect a technologically advanced dealership that brings convenience to the buying and service process. Unfortunately, dealers struggle just to keep their internal systems current and often relegate their customer facing technology to an afterthought. Savvy dealers may gain a competitive advantage by carefully selecting technologies to enhance customer interaction and their overall experience while in the store. Thewebsite is often a first touch for prospective customers. In a recent study by The Interactive Advertising Bureau, 86% of automobile shoppers search online when shopping. Consumers are researching and, in many cases, making a purchase decision via the dealership’s website. Real-time video can engage customers more directly into the buying process. Consumers are accustomed to electronic presentation and signature of consumer agreements. Shoppers expect the ease and convenience of electronic presentation without all the paper. Re-evaluating DMS electronic contracting offerings should be a top priority for dealers entering into a newDMS agreement or study. E-Contract technology has evolved significantly in recent years froma basic signature capture device into a full contracting system. Savings on costly paper forms, printing, and storage of large volumes of paper copies may offset the costs of the system. Imagine an interested buyer interacting directly with a sales representative for an “interactive walk-around” of the car over video. Cisco’s Webex Collaboration technology can be leveraged via the dealer’s website and sales representatives can use tablets to bring the virtual walk around to consumers. The dealer would need to ensure that there is strong wireless Internet throughout the entire property, training for staff, and compatible tablets. Many customers trek to the store for sales or service expecting an outstanding Internet surfing experience while they are waiting for their vehicle. The explosion of tablets, laptops, and phone devices for both customers and internal dealership staff taxes most dealership wireless and Internet connections. Dealers often install residential- grade customer wireless, which is expected to accommodate dozens of connected devices. Because wireless is a shared bandwidth technology, themoredevices that attach, the less bandwidth is available to everyone. This compounding bandwidth hit is experienced in all areas of the dealer’s operations, severely slowing everything down. To make matters worse, the wireless is often plugged directly into the secure corporate network, creating a serious security breach. Dealers should seriously consider a professional wireless survey and commercial system to service both their internal and customer facing needs. The study will determine the current wireless coverage, signal strength, and capacity of the system. A properly conducted survey will ensure optimal density and placement of new wireless access point nodes. The increased capacity will provide a pleasant customer experience and the needed sales and service bandwidth for internal use in one investment, creating a better sales and service experience for both the customer and dealership staff. The connected customer is here to stay. The dealer’s bottom line revenue will continue to be protected through smart investment in customer facing technologies that enhance the buying and service experiences. Erik Nachbahr is President and Founder of Helion Automotive Technologie, an Automotive Technology management company that works with over 650 dealerships nationwide. Erik can be reached at 410.252.8830 or via email at enachbahr@heliontechnologies.com.