Hugh Dickerson, senior industry head automotive, Google
Dickerson said that in January there were 13 billion automotive searches online globally, and mobile internet use is growing fast, with people looking at their mobile phones 150 times per day.
Consumers want to shop when they want, how they want, and like instant gratification.
He detailed how some physical retail experiences are adapting to the customer’s choices, such as with rapid delivery of online orders, collection lockers, mobile checkouts in store, shop assistants with iPads to check stocks and take orders, self-service kiosks and even smartphone apps with store maps.
“There’s an organisational shift that needs to happen to be truly a multi-channel retailer.
You need to break down the divisions between your onsite teams and online teams,” said Dickerson.
“Merge both worlds and be truly multi-channel.
Bring the best of what’s in your dealership, and make sure it is reflected online.
“Equally, the best things from your website should be reflected in showrooms.”