Dealers have been urged by Rapid RTC to accelerate their adoption rate of new technology to meet today’s customer’s digital expectations.

According to the company, the digital dealer landscape is evolving faster than ever to keep pace with the increasing demands of today’s automotive shopper, who are increasingly use a positive/negative online shopping experience as a purchase/rejection reason.

Rapid RTC’s president and chief executive Glen Demetrioff (pictured) said: “We’re witnessing a digital revolution in the automotive retail market.

"Not only are customers using multiple channels to research and evaluate new car options, but digital experiences are increasingly changing the purchasing decision too.”

A recent report from CarGurus found that 50% of consumers’ online enquiries are receiving poor response rates from dealers.

Rapid RTC believes dealers that are unable to react quickly to digital enquiries, risk losing valuable sales based on poor quality or complete lack of response.

Demetrioff said: “In an era of on-demand expectations, dealers need to be able to offer a timely response to all enquiries, while providing the relevant content across every digital touch-point.

"Even with large, highly trained employee teams, such a task can be increasingly difficult without the right technologies in place.”

• Learn more about the way technology is changing motor retailing at Automotive Management Live, the trade exhibition at Birmingham NEC on November 8. Click here to register and read more detail about the event.