After remaining largely unaltered over past decades, a new and exciting retail journey within the automotive sector is responding to a permanent shift in consumer needs, resulting in automakers and sellers overhauling how they market to, engage, inform and transact with an audience that moves nimbly between online and offline touchpoints. In addition to necessary operational updates, dealers and OEMs are also exploring the post-purchase consumer relationship and creating value that extends beyond the final handoff.
In this report, PSFK Labs have considered today’s evolving car buyer journey and the emerging CX trends unfolding within these updated shopper stages. While operating within a third-party structure, the ability of OEMs and dealerships to collaborate will be a differentiating factor as consumers seek out omni-channel experiences across all touchpoints along the path to purchase. Within this report, the included trends and curated case studies are meant to act as inspiration for decision makers operating in today’s hybrid automotive landscape.
Published September 2020
Creating unique and playful physical and digital experiences that customers will want to share to increase their own social status, while amplifying the reach of a brandAnticipatory Support
Retailers are applying machine learning and data aggregation tools to anticipate consumer behaviors and needs based on situational or emotional contexts and provide service or product recommendations. This includes using data generated by mobile apps to create a unified view of a member's shopping behavior and preferences, as well as leveraging RFID and other technologies to detect items that shoppers are interacting with in order to target shoppers in the moment and drive incremental retail sales. It also encompasses taking targeted advertising offline with recognition technologies that allow brands to pinpoint and deliver the most relevant ads to specific connected consumers near physical point-of-purchase.Educational Content
Consumers want to know that they’re buying the best and can get the most out of their product when they bring it home. To meet these expectations, brands are investing more in positioning themselves as category experts. Whether through one-to-one consults, group classes or post-purchase support, these service initiatives are designed to boost customer confidence in their product experience.Expert Consults
Positioning in-store associates as product experts capable of providing customers with personally informed one-to-one consultations, hyper-relevant solutions or suggestions, and empowering them to play a significant role in customer acquisition and retention as more customers enter an experience with elevated expectations around tailored engagement based on current needs and expertise based on demonstrated knowledge.White Glove Support
Offering in-home and virtual services that reduce the hassles of product installation and troubleshooting