The new normal is that we exist in a world where engines and tires are not only perceived physically but have begun to integrate with smartphone or computer screens.
The automotive industry, which for a long time was dominated by physical experiences in dealerships, faces a challenge: the digital era demands a new sales model, one that combines tradition with innovation… From this need arises the hybrid sales model, a strategy that redefines the way vehicles are bought and sold.
Where to Start? With ROPO as Your Compass
Consumer behavior has undergone a radical shift. 81% of car buyers research online before stepping into a dealership.
This phenomenon, known as ROPO (Research Online, Purchase Offline), makes customers seek a seamless buying experience that integrates the best of both worlds: physical interaction at the dealership and the convenience and flexibility of the online world.
This doesn’t aim to replace the physical experience but to complement and enhance it. It’s about creating a synergistic ecosystem where online and offline channels work together to provide customers with a personalized and memorable purchase.
Benefits of the Hybrid Sales Model
- Expanded Reach: Allows reaching a broader audience, including those who prefer the convenience of online research.
- Efficiency: Reduces wait times at the dealership and streamlines the purchasing process.
- Personalized Experience: Allows tailoring the purchasing process to the needs and preferences of each customer.
- Higher Satisfaction: Customers have more control over the purchase, leading to greater satisfaction.
- Increased Sales: Maximizes sales opportunities, both online and offline.
- Higher Conversion Rates: You start to have customers with a higher likelihood of closing, as they know which car they need and are familiar with it from their previous research. They just need that final push.
Ford’s Approach
The American company has successfully implemented a hybrid model that combines dealership experience with digital tools like its online configurator.
Customers can explore different models, customize their ideal vehicle, and schedule a test drive from the comfort of their home.
The hybrid sales model is not an option, it’s a necessity. The automotive industry that doesn’t adapt to this new digital era risks falling behind.
The future of car sales lies in the convergence of physical and virtual realms and in an omnichannel experience that meets the expectations of today’s consumers, and Biky helps you with that Biky
