Keyloop and Salesforce will provide the real-time sharing of customer data between the OEM, retailers and the wider supply chain, to support the “more complex” customer interactions in an agency model.

The project has been deployed in Spain and is planned for a wider roll-out across Europe.

The tool connects third-party users to Salesforce through an OEM integration platform and enables “seamless” integration of DMS solutions. A “premium” sales and aftersales experience is promised by its standardised interfaces and secure access to OEM data.

The system can also provide a single view of a customer’s requirements at all stages of the retail process and aftersales.

Megan Harvey, EVP of Alliances and OEMs at Keyloop, said: “Automotive consumer journeys are becoming increasingly complex due to consumer demand for seamless omnichannel experiences and emerging models such as agency or mobility-as-a-service. Accurate and real-time data is pivotal to enabling relevant, personalised consumer experiences throughout each step of the journey.

“As leaders in their respective fields, Keyloop and Salesforce enable automotive brands and retail networks to map the critical data exchanges and add value to each consumer interaction. In addition, the close collaboration in this project will connect people and teams throughout the supply chain to ensure they are working with a current and consistent view of consumer engagements and activities.”

An increasing number of brands are moving to an agency model, including Jaguar Land Rover (JLR) and Volvo. Lotus has made the switch this year, and in 2023 Mercedes-Benz, Volkswagen Group, Alfa Romeo and DS Automobiles will be completing the shift to agency contracts.

Few industry executives expect all UK car sales networks will be operating under agency contracts by the end of the decade, however. One-in-two respondents to AM magazine’s latest poll of car retailers believes more than half of the car brands will turn their franchisees into their agents for new car sales.