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'Focus on add-on products needs to move from the showroom to online' – Automotive Management Live 2017

Alan Graham

New car add-on product providers and dealer partners need to embrace digital including e-commerce as part of the sales process, according to Alan Graham, head of sales at Supagard.

“Add-on suppliers are playing catch-up with car sales in terms of their use of digital to promote and sell products,” Graham will tell dealers as part of the fabric and paint protection provider’s masterclass session at this year’s Automotive Management Live.

Focusing on additional revenue streams in the new car sales arena, Graham (pictured) explores how add-on product suppliers and dealers need to jointly refine their offering in keeping with today’s sophisticated digital consumer.

He added: “Relying on point of sale material in the showroom or information on the website to encourage take-up of add-on products even when the sales executive highlights the products in a face-to-face meeting means dealers are missing a trick.

“The majority of new car buyers experience lead times from a few weeks to a few months or even longer from the moment they confirm their order which provides ample opportunity to offer add-on products.

"However, this needs to be delivered via an e-commerce solution incorporating apps and taking account of smartphone usage on a par with the wider retail sector which is extremely familiar for today’s consumer.

"The digital solution needs to be in partnership with dealers and would be an intrinsic part of the sales journey rather than something which was accessed independently.

“As well as digitising the process, dealers and suppliers also need to engage in more sophisticated and targeted sales and promotional activity.”

Graham will draw on examples from other retail sectors to illustrate how digitising the add-on process is likely to net increased sales of these products for dealers.

“Add-on suppliers and dealers need to work together and smarter to match the changing behaviour of consumers who are increasingly relying on the digital retail world to meet their needs.

"It’s early days but developing such a strategy and integrating digital will be imperative if dealers are to continue to benefit from add-on product revenue streams.”

With new car registrations now under pressure, Supagard will also explore the wider changing attitudes to car ownership including a shift in mentality to monthly payments, the rise of mobility as a service and discusses the future of the car-buying model.

Free for dealers and manufacturers, the event takes place at the NEC Birmingham on November 9 and in partnership with the National Franchised Dealers Association (NFDA), Automotive Management Live.

The one-day expo provides dealers with the opportunity to compare suppliers’ products and services, network with colleagues and attend insight theatre sessions tackling key industry issues and best practice masterclasses delivered by some of the sector’s leading suppliers.

More information on Automotive Management Live 2017 expo.


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