Car dealers face up to the reality of life in the digital age

Less-loyal customers demand higher levels of service

Dealers that give customers a more positive experience are more likely to retain their business in future despite technology making it easier to find more choice more easily

The vast majority of car dealers believe the expansion of digital technology is fast eroding traditional customer loyalty to vehicle brands and retailers.

79 per cent of respondents to a recent survey of ours stated that the Internet-savvy customer is less likely to remain loyal to a particular dealership than in the past, as consumers increasingly use the Web to research products and services before visiting showrooms.

Dealers need to respond more effectively to the new challenges of the digital age. There are, nevertheless, certain things that retailers can do to improve customer retention. Giving customers a positive experience will always increase the chances of retaining their business in future, regardless of the new technologies available.