NEW technology means that dealers are now able to track the entire customer journey online first time, says iVendi – a specialist in e-commerce solutions that make vehicle selling easier for dealers.
New tools, which have become available in the last few months, can monitor the customer from their first website visit all the way through to their motor finance application being approved and the car delivered.
James Tew, CEO at iVendi, said that the development provided a hitherto unavailable view of the ways in which customers behaved both individually and as a group.
‘Dealers have always been able to view certain aspects of customer behaviour but we are now in a situation where some of the missing links of the journey have been completed and we can produce a comprehensive picture.
‘Within one screen, dealers can look at all the key points in the customer journey. It is quite an advance and something that has definite value both in terms of meeting the needs of individuals and groups of customers.
‘By doing this, of course, dealers will be able to drive profitability forward.’
Tew added that the motor industry had wrestled for some time with the question of whether it was possible to offer a successful, entirely online car sales model.
‘This is still very much a moot point and, as a business, our view is that there will always be a demand for the physical dealership, the analogue experience.
‘However, what we can now say with certainty is that the technological backbone for a completely online sales process now exists in its entirety.’
Tew explained that data for the complete customer journey could be viewed through the new generation of the iVendi Platform, which was launched in January, and is designed to manage all aspects of dealer motor finance activity.
‘It is tools such as this that are really making the change possible by bringing all the available information together and adding new information sources. We are already seeing some forward-thinking dealers producing excellent results.’
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