December 2025 How well is the sector delivering omni-channel? Webinar

This webinar took place on 2nd December.

ICDP consumer research has consistently shown over recent years that the majority of new car buyers would ideally like an omni-channel journey that allows them to flexibly combine some steps online with others face to face in a dealership.  Their experience however is that a seamless journey of this type is rarely available.  In this webinar we started to explore some of the barriers to offering that seamless journey, with input from Patrick Fuller of Sophus3, a specialist consultant in automotive e-commerce who have run benchmarking of digital journeys for many OEMs for almost as long as such journeys have been possible.  We looked in particular at three topics.  Firstly,  the interplay between the resources offered by OEM brands and their dealers, and those offered (and widely used) by third party platforms, secondly trends in the use of the online tools, and finally how the effectiveness of the digital customer journey is being affected by measures to improve consumer privacy and the increasing popularity of AI tools with consumers.

The presentation with speaking notes is available below, plus a video recording.