The Digital Customer Journey in the Automobile Industry - A Quick-Check for the Retail Environment

Abstract

The digitalization is one of the biggest trends in almost every industry right now. Digital technologies become more and more important in modern society and influence individuals as well as companies around the world. Buzzwords like Industry 4.0, the Internet of Things or Web 2.0 are everywhere in today’s business world. The new opportunities for consumers result in a new demand for products and services. At the same time, consumer behaviour is driven by extraordinary customer experiences throughout the buying process. In the automotive industry, for example, it is essential to continuously boost innovation in order to be competitive on the market. Therefore, the strategies and business models of car manufacturers shift towards more digital and customer-centric approaches. But digitalization will also influence the entire retail environment and after sales process of the automobile industry. Dealerships can no longer rely on their traditional role in the car buying process, as digital customer touchpoints are becoming more important and convenient. Hence, the modern customer journey needs to include digital touchpoints and offer a multi-channel approach in order to meet consumer expectations and gain their loyalty.