Land Rover retailers open to digital customers during lockdown

IN an effort to meet customers’ needs during lockdown, Jaguar Land Rover introduced an enhanced version of a complete online and remote ordering system which was first trialled in May 2019. Thanks to virtual showrooms and video tours customers were able to browse, build and order online from home and then given safe sanitised click-and-collect delivery options.

This new approach to selling was expanded during the first lockdown, and now allows retailers to remain open for business, even while their doors are closed. In addition, phone and video sales appointments were available so that customers could talk directly to specialist consultants to answer questions and discuss specific needs.

It will be interesting to see how the pandemic affects the way in which a car buying journey changes. It’s already laid the groundwork to implement several changes for the future – with many more options for where and how we buy cars (some involving a dealership, some might not), and much more of these processes moving online with additional personalised services. Who knows: in ten years’ time it could become almost entirely digital. What is for certain is that the coronavirus crisis has upended auto retail and it will never be the same again.