Automotive Transformation Group (ATG) has opened subscriptions for its new Fusion omnichannel software-as-a-service (SaaS) offering.

ATG says Fusion is underpinned by its NetDirector software in combination with proprietary data and “an array of third-party integrations” as part of its full end-to-end omnichannel solution.

Fusion will allow consumers to perform a transaction on a retailer’s website using the same tools as they would inside a showroom.

It prioritises personalisation to ensure the sales process is picked up from where it was left, irrespective of device or location.

ATG said the automotive industry has trailed behind other sectors when it comes to providing that seamless transition from online to in person.

This may be due to the franchise market structure, the complexity of vehicles as a product or the legacy technology that has been a driver for a lot of retail processes.

ATG said: “Too often the sales process is interrupted as consumers transition from one channel to another.

“This results in a lack of visibility for retailers and original equipment manufacturers (OEMs), who without a comprehensive overview of leads, cars, and sales, find it difficult to identify and respond to risks.”

Tim Smith, ATG chief executive, (pictured) said omnichannel should be the standard for the industry and there is “no smoke and mirrors” with Fusion.

He said: “As an industry, we need to provide the most convenient and thrilling consumer experience possible in order to match the emotion and passion that comes with buying a car.

“Omnichannel should not be a competitive edge. It should be a standard.”

ATG’s own data when assessing online payment methods found that 86% of online transactions in 2022 were reservations, demonstrating an overwhelming consumer preference to complete a transaction in person.

However, ATG said what is now critical for retailers is that handover between the online and in-store journey.

It says joining this journey up seamlessly makes omnichannel more than just a “buzzword” but instead, a necessity for any organisation wanting to succeed “in the face of rapid evolution”.