A survey of leading dealer principals conducted by CDK Global, has pointed to the next five years being a march towards Augmented Reality (AR) in the automotive retail sector.
By 2021, 72% of dealer principals expect to use advanced immersive technology to present products to potential customers, both in the dealership and online.The same period will a decline in the numbers of UK dealerships according to 83%, as running multiple sites becomes less cost-effective. Dealership networks are expected to consolidate to central hubs or in to high-footfall retail locations, making technology essential to engage with customers and gather valuable consumer intelligence.
Neil Packham, President of CDK International, said: “CDK Global is working with retailers to look at future automotive trends. In just five years customers will expect dealers to use advanced technologies as part of the sales process. Augmented reality will become the norm, enabling customers to experience the full spectrum of products, options and specifications anytime at the touch of a button.”
The use of augmented reality technology will give dealers the opportunity to present entire model ranges digitally in a smaller retail space or allow customers to configure cars in a virtual dealership environment. The emergence of virtual reality headsets and 360 degree film technology is creating further opportunities for dealers to interact in new ways, as customer journeys become increasingly reliant on digital channels.
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