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1、DigitalhitstheroadThemoredigitalcarbuyersbecome,themoretheymisstheshowroom.OEMsneedtoraisetheirgame—bothonlineandoff.1Fortoday’sdrivers,purchasingacarshouldbemuchlikebuyinganyotherconsumerproduct:aswift,convenientandcost-effectiveexerciseinonlineself-service1.NewAccentureresearc
2、hrevealsthatonlyonethirdofcustomerswhoboughtanewcarinthepastfiveyearswoulddosoagainfromastandarddealershipinthefuture.Mostpreferdifferentoptions,regardlessofwhethertheyarepremiumorvolumecustomers2.Ourresearchalsorevealsaparadox:themoredigitalcarbuyersget,themoretheyseekarewardin
3、gphysicalexperience.Indeed,earlyadoptersofnewtechnologies—“digitalnatives”—visitcardealershipsmoreoftenthan“digitallaggards”.Havingmadetheirdecisionsonline,theyhaveveryspecificreasonsfortheirvisittoastore.Theywanttheexcitementoftheshowroom,andtobereallylistenedtoandunderstood.Ab
4、outthesurveyAccenture’sresearchwascarriedoutinspring2016asanonlinesurveyinthreemajorautomotivemarkets:US,ChinaandGermany.Thesurveyparticipantsarearepresentativenumberofprivatecarbuyersineachmarketwhohadpurchasedanewcarinthepastfiveyears.1WhatDigitalDriversWant,Accenture20162Acce
5、nturesurveyedarepresentativenumberofprivatecarbuyersintheUS,ChinaandGermanyinspring2016.2LiquidExpectationsAllofwhichsuggeststhatifOEMscouldcollaboratewithdealerstooffermoreengagingofflinecustomerexperiences,whileleveragingmoreactiveonlineoptions,andensurethat“customergeniuses”a
6、reon-handinbothchannels,theycouldcontrolthecustomerinterfacemoreeffectively—andfendoffthenewentrantswhoseplatformbusinessmodelshavealreadydisruptedthesecond-handcarmarket.Suchashift—fromproduct-tocustomer-centricity,andfrompassiveonlineinformationprovisiontoactiveonlineconsultat
7、ion—wouldmirrorwhathasalreadyoccurredinotherretailspaceswhereprovidersstruggletoretaincontrolovertheincreasinglyliquidexpectationsoftheircustomers.THEMOREDIGITALCARBUYERSGET,THEMORETHEYSEEKAREWARDINGPHYSICALEXPERIENCE.3Despitetheironlineenthusiasm,carbuyersstillseekaFigure1:Howm
8、anytimesdidyouvisitthelocationwhereyoupurchased
