Magazine Article | April 19, 2016

Digital Engagement Drives Sales

Source: Innovative Retail Technologies

By Matt Pillar, senior executive editor, Innovative Retail Technologies

May 2016 Innovative Retail Technologies

Recognizing digital’s role in auto sales, a $150-million dealership gets proactive about driving presale engagement in its showrooms.

Michael Smyth doesn’t deny the negative stigma that’s often attached to selling cars. While some consumers thrive on a lively dialogue and negotiations with a good car salesman, many more tend toward independent research and self-discovery before sitting down at the dealership desk. Smyth’s consciousness of the often-negative connotation associated with the car-buying process — and the steps he’s taking to change the paradigm — is just one reason luxury Philadelphia-based auto retailer The Great Britains Automotive Group is so successful.