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automotive retail
Shifting from transactional to
customer-centric
Future of automotive retail 2
Contents
Automotive retail in the future 03
Significant changes in the operating environment and within the auto retail ecosystem are forcing automakers and dealerships to rethink their
model. We believe this will drive a major paradigm shift in auto retailing over the next decade, based on five key pillars.
Retail sector changes Increasing competition in Five pillars of the paradigm shift
Retailers moving from auto retail and aftersales
multi-channel to omni-channel
Online and boutique stores
Independent fast fitters 1
Original equipment supplier
Increasing use of big data (OES) workshops Managing trust
rating environm and complexity
Ope
and analytics
en Changing customer throughout
t
behavior Crafting 5 customer
Digital becoming the starting an omni- life cycle
Product evolution
rs
management
NSC
Increasing vehicle complexity New mobility preferences
Autom
strategy
Faster replacement rates
Rapid technology evolution
Creating an
engaging
s*/dealers
Need for customization
Higher demand for used cars
2
customer and fleet service Customizing
journey value
propositions
Increasing stakeholder 4
influence
Customers Redesigning
Regulations distribution
Auto-leasing and insurance
networks
companies CO2 emissions standards
Vehicle comparison sites Repair legislation Creating an
engaging
Online comparison sites and
configurators
Direct sales legislation
Safety standards
digital 3
experience
Financial institutions
*National Sales Company
1 Managing trust and complexity throughout the customer
life cycle to maintain customer loyalty
We believe automakers and dealers must focus on transforming the overall customer experience Managing customer experience across
Market indicators and ultimately develop into a trusted organization. An integrated customer experience strategy is
key to building loyalty, retention, and consequently higher profit margins in sales and aftersales. multiple touch points is critical to build a
In order to transform a customer from a buyer to a brand advocate, trusted relationships need to trusted relationship
be built by injecting trust-building attributes into every customer interaction.
First contact
72% Building blocks for the new auto retail agenda 1
Knowledgeable customers: with the mobile, digital and social media proliferation, customers can now
Consumers feel that access diverse information ranging from vehicle performance, to cost of ownership and financing,
an improved buying to ownership and aftersales experiences. This will drive the need for a personalized and relevant
process would motivate customer experience throughout the customer journey.
them to visit dealerships New customer relationship management (CRM) considerations: huge data generated from multiple
more often customer touch points will result in various CRM considerations. These include better customer
insights, better segmentation, and proactive sales and service initiation. Consequently, it will also
2 Vehicle research
and test drive
6
be critical to be transparent with customers on how their data is being handled and used, with clear
opt-out options.
Customer life cycle management: to increase customer retention, customer experience will be Replacement
managed consistently across the customer life cycle, from vehicle research to aftersales moving to
70% replacement.
0rganizations believe that What can automakers, NSCs and dealers do? 3
an increasing emphasis Vehicle
Design customer experience: design and implement a customer experience that is consistent with
on customer experience
is driving business growth
the brand identity and establishes trust across touch points Warranty
and repair 5 financing
Transform processes and systems: transform processes and systems that impact sales, service,
strategies
marketing and CRM to enable a seamless customer experience
Manage change and realign incentive structures to focus on trust: drive change management to
enable employees to deliver the envisioned customer experience
4
Source: Car Buyer of the Future, Vehicle
AutoTrader, 2015; The perfect Focus on key trust drivers: launch specific programs to build authenticity, transparency and
delivery
landing: an engaging customer consistency
experience, EY, 2014.
10
a holistic social media and digital strategy has, therefore, become imperative. The need to
efficiently use customer analytics to improve operational performance across sales, marketing
and customer service is also critical for automakers and dealers. Preferring offline purchase
Percentage
Hours spent on average
by automotive customers Building blocks for the new auto retail agenda
80 Food and beverages
on the web to search for
Enhanced customer experience: digital and social media allow the capturing of consumer
information and to decide
when and where to buy
sentiment, which is likely to influence customer care and service strategy, leading to higher
customer satisfaction.
Cars
Health care
Customer analytics driving performance: large amounts of data generated from customer 70
interactions will be analyzed to impact all facets of the retail organization, ranging from identifying
relevant customer touch points to marketing campaigns and sales forecasting.
Telephone
Consumer electronics
or mobile
46%
60 contracts
What can automakers, NSCs and dealers do? Household insurance
Buyers willing to finance a Define objectives: identify a specific set of objectives and targets for each activity in implementing
Consumer
car purchase online a digital strategy 50
loans Health insurance
Review dealership processes: conduct a holistic review of dealerships current processes and
organizational structure to identify key sources of critical information and areas of application
Identify customer engagement KPIs to measure performance: establish a specific set of measures
to assess the performance of digital and social media campaigns 40
10 20 30 40 50
80%
providing them with specific services and ad-hoc product experiences.
Direct
Building blocks for the new auto retail agenda selling
Customers will use multiple
devices to research a Streamlined retail networks: to maintain profitability, traditional retail networks may need to be
pared down, with investment focusing on reorganizing the floor space to complement the digital
vehicle purchase
experience. Most expansion is expected to occur in emerging and high growth markets where
network reach is still vital.
Improved flexibility through new formats: new distribution strategies, such as direct selling, mobile
stores, test drive centers, boutique stores, mega dealers outside city centers and online platforms,
will gain importance.
Use of
52%
Impact on dealer infrastructure: the new models will impact all facets of dealer infrastructure
in terms of reduced sales force, new roles, real estate, flexible CRM systems, and a right mix of innovative
physical and virtual experience. formats
31%
move between numerous information sources and receive a similar brand experience across all
channels. Retailers need to evolve to an omni-channel strategy to deliver a seamless customer Assess technology readiness: analyze technology requirements
experience at every level of the customer life cycle. and define the future distribution technology landscape
Collaborate: partnerships with aftersales service providers,
C-suite executives
marketers, etc., will help influence customers perception of the
consider delivering Building blocks for the new auto retail agenda brand
seamless digital/
Make omni-channel a strategic priority: introduce and
in-store experiences, Offering seamless customer experience: automotive retailers will ensure seamless and consistent
implement an omni-channel strategy for the sustainable, long-
and leveraging online customer experience throughout stationary, mobile and virtual sales and communication channels.
term success of all parties
resources to influence Active management of all communication channels: automakers, NSCs and dealerships will have
Personalize: provide personalized content and interactivity
choice, as critical to win advanced integrated CRM systems that ensure access to holistic customer data and information to
based on customers preferences
and retain customers. all employees at each level of the customer journey.
Why EY?
Change management experience
Strong global network Deep regional expertise
in diverse environments
+
Financial Incentive Financial
Advisory Modelling Recovery Plans Dealer
People & Dealer Training Skill
Organizational and Coaching Assessment
Change NSC
Dealer System, Aftersales and Sales Systems/Processes Optimization, Integration,
Process Definition and Review Implementation, Roll Out
Integration
What we deliver
Higher margin Higher customer loyalty Sustainable results
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Acknowledgements
Special thanks to Christian Hainz, Rebecca C Rydzewski,
Federica Pinucci, Giovanni Passalacqua, Stefano de Filippis,
Martin Rauh and Rajan Dhawan for the analysis and compilation
of this study