Why omnichannel retailing is essential for UK car dealerships

Omnichannel retailing, a combination of both online and offline techniques, is quickly becoming essential for UK car dealerships, transforming how customers shop for cars and how dealers do business.  Customers expect a smooth experience across all touchpoints, demanding consistent service.  

Today’s car buyers start their journey online-researching models, comparing prices, and even checking dealership reviews before ever stepping foot on a forecourt. In fact, most customers have already made up their minds about what they want by the time they visit a dealership. Research shows that 56% of buyers simply walk in after doing their homework online, and three-quarters of these walk-ins don’t feel the need to contact the dealer first-they’re coming in for validation, not just browsing. 

This shift means dealerships need to offer a seamless experience across all channels, including websites, mobile apps, and physical showrooms. An omnichannel approach ensures customers can move easily between researching online and visiting in person, with consistent information and service at every touchpoint. For example, a customer might shortlist a car on a dealership’s website, arrange a test drive via a mobile app, and then finalise the purchase in the showroom-all without repeating themselves or losing track of their preferences. 

The benefits are clear: 

• Enhanced customer experience: Using an omnichannel approach, dealer can cater to customer requirements regardless of their location, without their online and offline behaviour existing in silos. It is immensely beneficial for the sales team – they get an understanding of what customers want when it comes to preferred models, makes and features so they don’t have to start from scratch after arriving at the showroom. 
   
• More qualified leads: With most of the research being conducted online, customers visiting the showroom are already nearing the purchasing stage, which means the sales team is only spending their time handling lucrative leads.  Customers feel in control and enjoy a smoother, more flexible journey, making them more likely to buy and return in the future. 
   
• Broader reach: The omnichannel approach provides multiple touchpoints for customers to engage with your brand. As a dealership, you are no longer restricted to geographical constraints – you can tap into new markets and communicate with customers, which wasn’t accessible through a traditional single-channel approach. You get a comprehensive view of customer data from several channels, which provide the opportunity for upselling and cross-selling. For instance, if a customer shows interest in a particular car model online, your sales team can offer additional accessories or upgrade packages during the in-person interaction when the customer visits your showroom. 
   
• Streamlined operations: Real-time inventory management across all channels helps avoid stock issues and dealers can enjoy real-time visibility of stock across all sales channels, including brick-and-mortar showrooms, online platforms, and mobile apps. This real-time visibility reduces the risk of overstocking or sellouts, leading to more efficient inventory management. This way, customers always have access to updated information. 

Omnichannel automotive engagement is a great way to keep in touch with customers and ensure convenience, whilst helping to build your relationship over time and increase brand loyalty. For instance, you can have referral programs, where customers get discounts when they bring in their vehicle for servicing. There are also loyalty programs, where customers sign up to get rewards and product offers. 

With over 70 car brands now competing in the UK and consumer expectations higher than ever, omnichannel retailing isn’t just a nice-to-have-it’s a must for dealerships that want to thrive in 2025 and beyond. It grants more control, flexibility, and an enhanced experience to the customer, as they transition between different channels until they make up their mind. This type of strategy even saves valuable time and effort, thus boosting the efficiency of your sales team.