As a dealership, the tools you choose to implement—or ignore—have a direct impact on your success. With digital expectations at an all-time high, thriving today means looking beyond the physical product. If you and the dealership down the road sell the same product, what will set you apart and keep customers coming back? The experience you deliver.
That experience starts with the right systems.
Which platforms help you connect with customers seamlessly and keep your team aligned? Which ones amplify your efforts, not complicate them? And ultimately—what solution increases revenue, boosts efficiency, and creates a truly connected experience from lead to close?
To offer a connected experience, online interaction is no longer optional. Yes, your physical location still matters, and it likely always will. But the path that gets customers through your doors has completely changed.
—What does that mean?
It means most buyers are meeting you online long before they ever shake your hand. Your website is their first impression, and in many cases, their deciding factor. The purchase journey now begins digitally, making your online presence not just important—but essential to growth, relevance, and long-term success.
Your dealership’s success is like a puzzle. If the puzzle is not seamlessly coming together, you either have too many pieces that don’t fit together as one cohesive whole or not enough pieces in the first place.
On one end of the spectrum, many dealers are piecing together half a dozen platforms just to move a deal forward—one for trade values, another for credit pulls, one for messaging, and so on. While they may technically get to the “finish line,” it often comes at the cost of rising expenses, duplicated effort, and a clunky, disjointed experience for both the team and the customer.
On the other end are those who may only have one tool, for instance, a platform that allows them to text but fails to offer seamless next steps for the rest of the purchase journey. It starts the conversation but can’t carry the deal through.
In either case, the frustration is the same: too many gaps, too much friction. So what is the solution? Connected Commerce—bringing every part of the sales process into one streamlined system that works together, not against itself.
If your goal is to get more customers through the door, it starts with what happens before they ever step foot in your dealership. Your online experience isn’t just a digital brochure—it’s the first stage of the sale. Think of it as a funnel: the easier it is to research, engage, and take action on your website, the more buyers you’ll move from “just browsing” to walking into your store, ready to buy.
92% of buyers begin their purchase journey online.1 By the time someone arrives at your dealership, there’s a strong chance they’ve already visited your website—likely more than once. What’s more, 70% of buyers say they’re willing to travel farther to a dealership that provides a better experience.2 Offering a quality product is expected—most dealerships do. The real differentiator is the experience. The dealerships that stand out—and ultimately win—excel at both.
Here’s where most dealerships miss the mark:
The common misconception is that having a website means having a good online experience. But simply existing online isn’t the same as offering an optimized digital experience. A basic site might tell people, “We’re here,” but it won’t move them forward. An effective website should actively guide customers through key steps in the buying process—like valuing their trade, checking financing, reserving a unit, and more.
—Ask yourself: Is my website helping customers take action?
Today’s buyers expect more. In fact, 80% say the experience a company provides is just as important as the products or services it sells3 —and they’re willing to pay up to 16% more for a better one.4 That means your website should do more than inform—it should convert.
A well-optimized site makes it easy for buyers to move from interest to action, whether they’re visiting in person or browsing at home. It’s not just about being online—it’s about creating an experience that makes customers choose you over a competitor, regardless of distance or price. So, take a moment to evaluate:
Is your website working for you—or against you?
Let’s look at things the other way around. Picture this: a customer walks around your dealership, showing interest, but ultimately doesn’t commit that day. Your online experience could be the deciding factor in whether they take the next step with you—or walk away to a competitor.
—But wait, they visited my physical store…how can my online experience still influence their decision?
Consider this: when they get home, do they receive a personalized follow-up text that highlights their interests and outlines the next steps to move forward? Are they enrolled in a tailored workflow that ensures consistent follow-up, or do they return to your website later only to find no clear path to purchase?
It’s these small details that make the difference between winning or losing the deal. If a customer shows interest in your dealership, don’t let a lack of follow-up or a disjointed experience stop you from closing the sale. Enable those who’ve already walked through your door to easily take the next steps without any additional effort.
Whether your goal is to increase door swings, make it easy for customers to take the next step after visiting, or create a seamless, two-way flow between your online and in-store experience—one that matches in quality and drives results on both ends—the experience you deliver online is essential to achieving all of it.
An exceptional online experience should eliminate sales barriers, reduce customer frustration, and empower your team to focus on deals that truly count. Transax was designed with these goals in mind. It’s a comprehensive platform built to give dealerships the competitive edge they need. With Transax, you can offer an experience people are willing to travel farther for—an experience that is intuitive, transparent, and allows customers to complete as much of their journey online before seamlessly transitioning to your physical dealership.
We understand that you’re busy on the floor. However, slow follow-ups or no follow-ups may be costing you deals. Transax simplifies follow-ups with quick replies, AI-driven responses, and automated workflows, ensuring that no lead slips through the cracks. And because Transax is device agnostic, you can respond to customers anytime, anywhere, and from any device—keeping you connected and efficient, no matter where you are. We help you capture every customer and guide them effortlessly through the next steps.
As a dealer, Transax enables you to give customers the freedom to move through the buying process anytime, anywhere—directly from your website. From exploring financing options to getting pre-approved, customers can take meaningful next steps before ever stepping foot into your dealership. With tools like credit score visibility and monthly payment estimates, they can quickly understand what they can afford. Meanwhile, your team can select the best-fit lender and submit applications with a single click—no manual re-entry required—helping you lock in the deal before they start shopping elsewhere.
Customer expectations are rising, and a mere online presence is no longer enough. Buyers demand speed, clarity, and simplicity—making your online experience a true deal-maker or deal-breaker. The tools you use will either power a seamless path to the sale or put up roadblocks that cost you conversions. What are your tools doing for you?
If an engaging, seamless customer experience is something you want to offer, discover the effective ways you can do this through the Connected Commerce Platform Transax. With easy setup and iPhone and Android apps, Transax works with your existing website and makes connected commerce affordable and practical for you. If you want to learn more, schedule a 20-minute demo and talk with one of our digital retail specialists HERE.
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1Source: From Discovery to Purchase: Key Digital & Physical Influences on the Customer Journey, Power Reviews, 2022.
2 Source: “Americans appear ready for the European car-ordering model, according to S&P Global Mobility” S&P Global, 2023.
3 Source: "State of the Connected Customer" Salesforce, 2023.
4 Source: Experience is everything, pwc.
