Who has purchased or been given new technology doodads without ever fully learning how to use them or maximizing their potential?
I'm guilty of this. Years ago, I bought an iPad and gave it away after barely touching it for more than a year. I could have used it to send emails and surf the web, but it had all this other functionality that baffled me, so I left it alone.
It seems that many auto dealerships are no different.
Roughly 84 percent of dealers have adopted a digital retailing tool of some kind, but only 30 percent are maximizing its use in the store, according to dealership technology giant CDK Global Inc.'s 2023 Friction Points Study. Completed in partnership with the NADA Academy, the report looked, in part, at customer pain points in the car-buying system.
What the digital technology adoption statistics show is that dealerships are using digital retailing products as online tools, but relatively few also use them in the physical store,…