Growth in online has permanently disrupted the automotive retail environment. As a result, the customer-buying journey has changed. Customers were once the source of truth when it came to automotive sales – following a predictable behavioural trajectory – visit; consult; test drive and purchase. However this is no longer the case; they’re better informed, visit dealerships later and less, and expect personalisation as standard. Guests also expect more from their visit to the dealer, and this presentation will deliver some insights into how Toyota is working to meet this challenge.
Andrew Lewis, Manager Digital Channel, Toyota