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Why future dealerships will need multi-channel thinking

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Retailers need to apply the same multi-channel thinking to communicating with customers as they do themselves when interacting with a High Street retailer or restaurant, according to RAPID RTC, sponsors of Automotive Management Live’s Future Dealership Zone.

Free for manufacturer and dealer delegates, Automotive Management Live brings together exhibitors, hosts 10 masterclass sessions in partnership with some of the sector’s leading suppliers and expert speakers will tackle some of the pressing topics of the day. 

The Future Dealership Zone has been created to focus on some of the products and services dealers will need to consider in a fast-changing environment and is made up of a handful of exhibitors put forward by dealers to the AM editorial team.

RAPID RTC, a global lead management software provider, will be joined in the zone by displays about eco-minded aftersales, ecommerce, streamlined service reception, the paperless dealership and electric vehicles.

RAPID RTC UK vice president of sales and support Pontus Riska will ask visitors to think about the when they last contacted a High Street retailer or restaurant, the channel they used and whether they always used the same one.

Since the most likely answer is ‘no’, Riska will highlight that when in a hurry, most of us would choose to phone a restaurant to check if they have a table free that evening. Another time we may use chat to have a sneaky conversation with our phone provider while at the office. Other times, we most definitely want see and feel the products we’re interested in purchasing so visit the store itself.

He said: “At the end of the day, consumers will use a mix of channels to contact car retailers, depending on their personal circumstances. Would you not want to ensure that they are offered the best possible way of having their questions answered, regardless of channel?”

At Automotive Management Live on November 7 at Birmingham NEC, RAPID RTC will be showcasing how retailers can use the right tool for the right communication on the right channel to truly engage with prospective customers.

Riska added: “As an industry, we often focus on the next important channel and customer experience to ensure that we are keeping up with the change. At RAPID RTC, we devote an incredible amount of time and effort on exactly this. But it’s imperative that we don’t let this continuous improvement detract from the fact that all channels must be treated with the same respect and attention to ensure the quality of the customer journey can be consistently maximised.

“We are looking forward to seeing our current and future customers as well as all the industry partners to discuss this topic as well as to showcase how we can help retailers across all channels.”

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