Matthew Treagus, digital director, BCA
Convenience, choice and control are three vital themes that run through the adoption of digital, that are loved by consumers.
In 1994, BCA launched BMW’s first website, with a used car locator.
The concern that people would search nationwide proved justified.
The consumer has incredible choice thanks to the internet.
The greater visibility of pricing makes consumers better informed and puts them more in control.
He said the industry needs to work on ways to smooth what he described as the digital to analogue interface, and use the tools which put them together with the consumer world.
“The point where somebody finishes enjoying the convenience, choice and control of digital and comes crashing back into the real world should be a positive moment where they’re ready to complete the transaction and just need a final piece of information,” added Treagus.
“But in general we don’t necessarily pick up the conversation we’ve had with the consumer at the point they left in digital.”