Omnichannel Strategy

Today's customers want to shop conveniently 24/7, regardless of situation, time and place, whether online or offline. They therefore expect a unified buying experience that allows them to switch seamlessly between different channels according to their individual needs and preferences. Accordingly, the rules of selling are being rewritten, with the customer more than ever at the center.

Customer-centric focus points the way to the future

To meet these high demands and manage the shift from a vehicle-centric to a customer-centric approach, manufacturers are increasingly moving away from a silo mentality where individual channels are managed individually. Their goal is to drive the fusion of different channels such as mobile, online and physical sales channels. The focus here: putting the customer at the center of all their sales activities. This phenomenon is known as omnichannel sales - in our view, the only future model for the automotive industry.

Customer centricity with digital ecosystems

The efforts of various manufacturers to strengthen their sales landscape with new, customer-centric pilot formats are exemplary. These include boutiques and showrooms in prime city center locations such as the Audi Cyberstores, BMW iStores and Mercedes-Benz Visionary Stores. These retail formats are not only equipped with the latest technologies, but also include product experts and advisors along the lines of Apple Stores. Far-reaching, customer-centric changes are not only taking place in physical retail, however; manufacturers are also increasingly focusing on the development of digital ecosystems and platforms such as the Mercedes Me ecosystem. The ultimate goal of these efforts is to create a cohesive and seamless customer experience that connects the physical and digital worlds.

Holistic transformation of previous channels

While initiatives from several manufacturers indicate that omnichannel commerce is an integral part of their future strategic direction, unlike other industries such as apparel and consumer electronics, these efforts are still in their infancy. However, while meeting these increasingly complex customer needs may seem simple at first glance, the effort goes far beyond the development and integration of mobile apps, online car configurators and online sales platforms.

Rather, a holistic transformation is required to deliver an omnichannel customer experience. To achieve this, dealers need a deep understanding not only of changing customer needs and buying behavior, but also of the complex and multi-layered barriers and requirements associated with implementing an omnichannel strategy.