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Manufacturers and dealers urged to align their marketing and CRM

Automotive manufacturers reluctant to start online sales initiatives are losing market share, according to a new report by management consultancy Arthur D. Little (ADL).

The company’s “Spinning the Wheel Online” study investigates the impact of the online experience for automotive customers, and their changing behaviour towards traditional channels.

It concludes that, while manufacturers and retailers are responding with increased multi-channel marketing and online customer care, the digital potential has not been fully tapped.

Principal of ADL’s automotive practice, Rosa Meckseper, commented: “Almost 70% of customers use online tools for information research and configuration, enabling OEMs and dealers to guide the buying intention of potential clients.

“Customers don’t want to go through this process twice and therefore require seamlessly integrated processes.”

In particular, ADL recommendations that manufacturers and dealers align their marketing and CRM processes to speak with ‘one voice’, and invest in ‘connected after sales’ to generate revenue beyond the initial car purchase.

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