In a recent interview with Car Dealer Live, Auto Trader's Chief Operating Officer, Catherine Faiers, emphasised the significance of incorporating both digital and physical elements in the car buying process. While there has been speculation about the complete transition to online car buying, Faiers pointed out that consumer behaviour often differs from their initial intentions. Many customers express a desire for a blend of online and offline experiences when purchasing a vehicle.

Auto Trader has observed that although a small percentage of used car sales (up to four percent) were exclusively conducted online in the past, this figure has seen a year-on-year decline. However, there has been an increase in consumer engagement on the Auto Trader platform, with customers seeking assistance from retailers for certain aspects of the buying journey that they feel less comfortable completing online.

Faiers stressed that a digital retailing strategy should focus on an omni-channel approach, combining the benefits of digital convenience with the physical experience provided by retailers. This integrated approach, according to Auto Trader, is the future of the motor trade industry.

Faiers also discussed the evolving role of salespeople in meeting customers' preferences for a mixture of digital and physical experiences. While closing the sale remains important, salespeople must prioritise delivering a personalised service to consumers. As buyers increasingly conduct research online, the quality of the in-person experience at the dealership becomes a crucial factor in differentiating the service provided by retailers.

Auto Trader has identified three forces of change in the motor industry: changing consumer behaviour, supply, and electric vehicles. The company recently unveiled a white paper that explores these forces and provides insights into how retailers can adapt to meet evolving consumer expectations.

To delve deeper into this subject, Auto Trader has released a comprehensive online report titled "Digital Journeys, Physical Retailing." This report, based on research conducted with 227 retailers representing 1,800 franchise and independent sites, highlights how successful retailers are adapting to changing consumer behaviours and capitalising on the full potential of omni-channel retailing.

Auto Trader's research and insights provide valuable guidance for car dealers looking to optimise their approach in the digital age, where consumers seek a balance between online convenience and the tangible experience of physical retailing.

Read the full report here