{"id":99,"date":"2019-10-04T23:04:00","date_gmt":"2019-10-04T23:04:00","guid":{"rendered":"https:\/\/tagrail.com\/blog\/?p=99"},"modified":"2019-11-28T23:07:08","modified_gmt":"2019-11-28T23:07:08","slug":"digital-retailing-in-store-customer-journey","status":"publish","type":"post","link":"https:\/\/tagrail.com\/blog\/2019\/10\/04\/digital-retailing-in-store-customer-journey\/","title":{"rendered":"Digital Retailing & In Store Customer Journey"},"content":{"rendered":"\n

We are the sum total of our experiences. Those experiences \u2014 be it positive or negative \u2014 make us the person we are, at any given point in our lives.<\/p>\n\n\n\n

\u201cWhen you look back at the big moments in your life \u2014 your favorite trip, your make-or-break product launch, or the birth of your first child \u2014 you might remember some of the details, but it\u2019s the overall experience that stays with you, evoking feelings that create lasting memories, build affinity, and keep us chasing those experiences again,\u201d . This is a quote from CEO of Adob<\/a>e at the 2018 Customer Experience Summit, which was attended by the most innovative companies in retail segment.<\/p>\n\n\n\n

As an industry, have we considered the experience and the customer journey when we deal with guests in automotive retail? Are we still training the sales people to treat the “Ups\u201d \u2014 potential customers who walked into the showroom \u2014 as \u201cTire Kickers\u201d or \u201cHome Runs\u201d? Do we still ask the sales person to play out the clock and break the customer down in negotiation? Are we transparent to the customer and ready to provide \u201creal value\u201d by helping them get the right vehicle at the right payment terms?<\/p>\n\n\n\n

One of the common themes that almost every vendor in digital retailing advocate is about providing the \u201cAmazon Experience\u201d online. The customer who is exposed to the Amazon experience in your website will start expecting the \u201cApple store\u201d experience when they come to the dealership to check out the vehicle or complete the transaction. This is where we need to start treating Digital Retailing not as a technology but as a \u201cCustomer journey paradigm\u201d where process and technology intersects to provide the best customer experience. This experience need to be repeated easily and at scale for every customer and then it becomes the differentiating culture for the dealership.<\/p>\n\n\n\n

In Store Customer Journey<\/h1>\n\n\n\n

When we started Tagrail, our mission was to help dealerships provide an \u201cApple store\u201d experience for the customer at the dealership. We looked at the steps that resulted in the road to sale and then worked backwards to digitize the process. This helped us in creating a dealer centric tool that can adjust to the demands of the dealership.<\/p>\n\n\n\n

\"\"\/<\/figure>\n\n\n\n

Road to Sale \u2014 Dealership Workflow<\/p>\n\n\n\n

The customers at most dealerships does not get to interact directly with the existing back end tools like the DMS or CRM. There need to be an easy way to do meet and greet, customer interview, needs assessment, inventory look up, walk around, penciling, credit pull, payment quotes, menu presentation and finally the contracting.<\/p>\n\n\n\n

There are three key process aspects in this customer journey.<\/p>\n\n\n\n