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For dealerships, this means investing in personalization, consistency across platforms and modern marketing systems to create a retail-grade experience that leads to an in-person sale.” About 86% of car shoppers said a visit to the dealership before the purchase is complete is important, and 56% of them called it very important.
Car dealers and car buyers both share a strong interest in the future of the auto retail business. One area both dealers and consumers could agree on was the biggest concern in the current auto retail landscape: affordability. It was by far the top choice among car buyers, cited by 64% of them.
At risk is the vast amount of sensitive customer data cardealerships handle, including financial details, personally identifiable information (PII) and vehicle telematics. Last summer, automotive retailers witnessed the attention of malicious actors drawn to their permissive and weak networks.
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