The automaker is taking the once offline-only experience to the virtual realm, expanding its omnichannel model by letting consumers select, exchange and arrange delivery of their new vehicle

After launching the Digital FordStore in the British Arndale shopping center, Ford is expanding its online presence with a new Online Sales service. The car-buying website can be accessed from anywhere in the U.K. and provides a more accessible way to shop for vehicles.

Online, shoppers are in complete control and are provided the options to choose their new car, exchange their current Ford, set up delivery with dealerships enrolled in the promotion and set preferred payments. The features on the Online Sales service are meant to be supplemental to the recently opened Digital FordStore, which allows shoppers to browse and buy Ford vehicles in a physical location but without having to deal with dealership salesmen.

Kevin Griffin, Ford of Britain sales director, said, “We are changing the way consumers interact with our brand and responding to the way they want to purchase vehicles, particularly female buyers.” The launch is part of Ford's initiative to create an omnichannel experience for shoppers in an industry that was previously limited to in-person sales.

Ford

After launching the Digital FordStore in the British Arndale shopping center, Ford is expanding its online presence with a new Online Sales service. The car-buying website can be accessed from anywhere in the U.K. and provides a more accessible way to shop for vehicles.

Online, shoppers are in complete control and are provided the options to choose their new car, exchange their current Ford, set up delivery with dealerships enrolled in the promotion and set preferred payments. The features on the Online Sales service are meant to be supplemental to the recently opened Digital FordStore, which allows shoppers to browse and buy Ford vehicles in a physical location but without having to deal with dealership salesmen.