‘Playing catch-up with the consumer’
But it’s not so much that Koch Auto is focusing on being “cutting edge,” Koch told Auto Remarketing Canada.
Instead, he explained, “we are playing catch-up with the consumer and meeting them where they are already doing the majority of their transactions.”
The steps: building an e-commerce website
In building its e-commerce website, the dealer group started in-house through trial and error, experimenting with multiple platforms and websites before adopting their current solution.
After deciding on a framework and programming language, the dealership then looked at sourcing a development team.
The ‘new showroom’
Customers of Koch Auto Group are enjoying the accessibility of the website, and Koch says, “We appreciate being able to see consumer engagement evolve day-by-day.”
Interestingly, the dealer group often sees customers start their buying process on the website, visit the store in person, and then return to the website to use the online deposit tool: “effectively closing the loop.”
“Customers appreciate the convenience, and having true e-commerce functions, like a product page tied to a live payment system, creates a sense of accountability when it comes to pricing that consumers value,” Koch said.