Fewer windows opens door to seamless sales process

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Kim Irwin, senior vice president of digital strategy in J.D. Power and Associates’ Autodata Solutions division, described the biggest challenge as the lack of connectivity between different technology tools. That can hold up the experience even when a dealership is set up to be transparent, such as on pricing, she added.

“When you move from one system to another within a dealership, a lot of times, they’re not linked directly, and so it creates even further lack of trust with the consumer,” Irwin said. “That’s the part I think dealers and groups are concentrating on, is, what’s the training with the technology to make those seamless for the customer and build that trust?”

CDK, along with other retail technology vendors, is working to address that problem. CDK plans to launch Sales Express early in 2023, a tool designed to give dealership employees the ability to access multiple tools — from digital retailing to finance-and-insurance menus to the customer relationship management system — all in one place, without having to toggle between screens.

Re-entering information and a lack of data integration between multiple dealership software systems were the biggest sources of friction for sales managers in a survey CDK conducted earlier this year. Some respondents described using at least 10 different systems on a vehicle transaction, according to CDK’s research.

“That’s a lot of windows to navigate, and a lot of duplicated effort, not to mention a lot of time wasted,” said Mahesh Shah, CDK’s chief product and technology officer.

“Our strategy is to bring all of the steps of selling a vehicle into a single workflow,” Shah said. “For you, that means the simplicity and efficiency of selling a car through one experience. And for your shoppers, that gives you the power to cut out a lot of wasted time and complete a deal much faster than you might have imagined.”

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