INDIANAPOLIS -

Why does the human touch still matter in the remarketing business that’s becoming increasingly Web-based? This is just one of the questions Auto Remarketing tackles in its special section on Digital Trends, Tools and Strategies in the upcoming October 1-14 issue.

The section touches a wide array of topics within the increasingly online auto industry, but there are some themes common to both the retail and wholesale sides of the car business.  Even in the rapidly digitalizing world, relationship-building and the genuine human connection are key, whether it’s an auction company’s field representative demonstrating a new tool to a dealer in the lanes or a dealer talking out a problem with a retail customer that was expressed in an online review.  Our coverage explains how the best in the business are accomplishing these tasks.

Auto Remarketing chatted with a few auction leaders at the National Auto Auction Association convention in Indianapolis earlier this month, and garnered some interesting information regarding why the human touch is so important even in the light of wholesale technological innovation.

Consider Apple Inc. It’s on the cutting edge of technology while simultaneously having easy-to-use products. Yet if you go to your local shopping mall, the Apple Store is likely to be packed with consumers looking to get hands-on help from sales consultants.

People still need the human touch. Despite technological advances and ease-of-use functionality, they still want a walk-through from a person — someone who can personally show them the best way to use this product.
And that’s someone the wholesale car business can learn from as digital tools and technology become even more prevalent in the industry.

This Apple store example is just one of several that Manheim executives Janet Barnard and Joe George gave at the NAAA convention.

Barnard, Manheim’s executive vice president and chief operating officer, offered this scenario  that can be used when examining the wholesale business.

Using the telecommunications industry as an example, Barnard noted the first 25 percent of technological adoption tends to happens quickly. The next 50 percent, however, Barnard said, is slower and requires a higher touch in transition.

This appears to be quite similar to what Manheim has observed in the auction business.

Going back to the Apple example, many people want to be shown in person how to use a product.

Looking at how it relates to the wholesale business, the auction environment presents an opportunity for hands-on instruction. What’s more, many buyers and sellers  are often familiar with the people they encounter at the sale. Therefore, it’s often a friend that is showing them the technology, which can put them at ease.

Along these same lines, George said that Manheim has a Digital Hub/MHub at Manheim Atlanta, which is designed to create a “safe environment” to learn how to use wholesale technology.

Through the various devices available to dealers at Manheim Atlanta, they can explore apps and services Manheim offers on a variety of platforms, including mobile devices, PCs and Apple-based devices. They have laptops as well as iPad and Samsung Galaxy tablets at their disposal.

Editors note: For more on wholesale and retail digital trends and tools, see the Oct 1-14 issue of Auto Remarketing.

Joe Overby can be reached at joverby@autoremarketing.com. Continue the conversation with Auto Remarketing on both LinkedIn and Twitter.