At the upcoming NADA 2025 event, automotive dealerships are poised to delve into innovative technologies designed to enhance their engagement with shoppers, streamlining the purchasing process, and improving lead generation and deal closures. The focus will be on deploying data-driven, connected solutions that empower dealerships to create more relevant and tailored experiences for consumers throughout their vehicle purchasing and servicing journeys.
One significant trend identified for the future of dealerships is the rise of omnichannel technology. Data from the 2024 Cox Automotive Car Buyer Journey study indicates that 43% of recent car buyers utilised an omnichannel approach, with a substantial 71% expecting such an experience in future transactions. This trend underscores the importance of delivering a seamless shopping experience, whether online, in-store, or a combination of both. Crucially, optimising the buyer journey involves integrating data and insights across various consumer touchpoints to generate highly qualified leads.
Additionally, the ability to leverage real-time predictive insights has become a key value proposition for dealers. As omnichannel retailing evolves, it provides dealerships with an influx of consumer information, such as buyers’ preferences on vehicle models and budget ranges. However, simply having access to this data is not sufficient; the manner in which it is utilized plays a vital role. With appropriate technological tools, dealerships can harness buying signal data to anticipate customer needs, refine search results, and tailor advertising efforts through informed recommendations.
Artificial intelligence (AI), machine learning, and automation are pivotal in driving these trends forward. These technologies enable the behind-the-scenes automation of personalised marketing messages and targeted advertisements based on shoppers' interactions across an omnichannel framework. The efficacy of these automated systems is enhanced through predictive insights derived from continuous data analysis, allowing for a more responsive and tailored customer experience.
Despite the advantages that technology brings, the importance of human expertise cannot be underestimated. It is essential for dealerships to collaborate with solution providers who offer support from knowledgeable professionals. These experts are integral in setting up and optimising technology tools to ensure they align with specific industry needs, ultimately maximising performance in an increasingly complex digital landscape.
As NADA 2025 approaches, dealerships are encouraged to engage with Dealer.com to explore how these interconnected technologies can facilitate a streamlined experience throughout the entire journey—from audience engagement and shopping experiences to the buying process and ownership. The advancements in AI and automation present a transformative opportunity for dealerships to redefine their operations and enhance customer relations in the automotive sector.
Source: Noah Wire Services