Overcoming barriers

To overcome barriers and ultimately ensure a successful, holistic implementation of an omnichannel strategy for a company in the automotive industry, manufacturers take on the role of lead architect. In this role, manufacturers are responsible for convincing distributors, dealerships, and employees of the need for the project and developing initiatives that increase sales and service efficiency as well as customer satisfaction and loyalty. Ultimately, manufacturers are responsible for driving large-scale transformation. However, this is a very multi-faceted endeavour.

Create a sense of urgency and find common denominators

Because of the far-reaching changes for stakeholders of the previous system, employees and processes, change management is critical to the successful implementation of an omnichannel strategy. It is therefore the responsibility of manufacturers to actively promote this change. Since the implementation of an omnichannel strategy faces resistance from sales companies, car dealerships and employees, it is important to transparently demonstrate and communicate its necessity, opportunities and challenges.

Management level must drive change

This is the only way to ensure that a uniform understanding and common ground are created. It is therefore essential to have the support of top management and to establish a steering committee to drive implementation. By creating a solid foundation and a positive climate between distributors, car dealers and employees, most hurdles can be quickly overcome. However, if they are left out in the cold and not adequately supported during the change process, this can lead to insurmountable barriers that cannot be compensated for by other success factors.