Digical shopping: How to navigate the new hybrid approach to car buying.

What we’ll cover

• What the “digical” car buying experience is
• Ways to adapt your dealership to succeed
• Tips to leverage both physical and digital elements

Just like most shopping experiences these days, car buying has moved online. Although customers love the convenience of digitally browsing and purchasing a vehicle, that doesn’t mean in-person car buying has gone by the wayside. Instead, modern customers are interested in a “digical” experience — a shopping environment that’s part digital and part physical. To keep up with these shopping behaviors, consider the benefits of blending technology with the personal touch of your dealership.

Build confidence

With a multitude of digital tools and information online, customers are able to do a lot of research on their own to understand their options. They can comparison shop to analyze different features, use calculators to figure out their monthly payments or how much car they can afford, and even use these tools to decide whether they should lease or buy. This early research phase gives customers confidence about their purchasing decisions and more information than they may have had if they just walked into your dealership.

Accelerate the purchase process

But today’s customers don’t stop using the internet after the research phase. They may choose to begin paperwork and apply for financing online. Completing these steps digitally saves time spent at the dealership and allows customers to avoid interacting with salespeople.

Transform the test drive

Although customers are taking advantage of digital tools, the dealership is ultimately still an important part of the car shopping process. In fact, roughly three-quarters of buyers are most comfortable purchasing a vehicle with a mix of online and in-person elements. After doing the bulk of the process online, the customer then visits the dealership to see the vehicle in person, take it for a test drive and ask staff any remaining questions.

Embrace the new hybrid model

The “digical” buying experience is here to stay, so it’s so important for your business to adapt. Take these steps to help your dealership adjust to this new environment.

Tip-top tools

Make sure your dealership is equipped with the latest digital tools and prepared to help customers properly use them. Two-thirds of car buyers would like more digital tools. A strong email, a great website, online financing options and live chat can all meet customers where they are and enhance the buying experience.

A personal touch

The digital world will never be able to replace the experience of interacting with another human. Well-trained, knowledgeable and friendly staff will give your dealership a competitive edge. Make sure your employees are an indispensable asset that can effectively build trust with customers when they eventually are face to face.

Total transparency

Trust is important, so make your dealership as transparent as possible with clear pricing and financing options on your website. Ensure pricing on your site matches the price they’ll be quoted when they come into the dealership and that there are no surprise costs. Similarly, having clear and informative resources about vehicle protection products on your site can help prevent customers feeling bombarded with additional information and costs when they arrive at the dealership. Finally, transparency can also help to build positive online reviews as does promptly responding to those that aren’t so positive.

Go digical with confidence

Leaning into the digital revolution is crucial for the success of your dealership. Balance the best of the digital and physical worlds to make a great experience for both your staff and your customers.