In an effort to reshape automotive transactions for both consumers and sellers, Cox Automotive has announced the introduction of a new omnichannel platform. This platform integrates in-store, website, and partner site capabilities, facilitating comprehensive digital car-buying experiences. By addressing all facets of the buying process, from pricing to financing, Cox aims to simplify and unify the experience for dealers and buyers alike.
Cox Automotive’s new platform mirrors previous initiatives where the company emphasized digital efficiency to enhance customer interaction. Yet, this latest move appears to enhance integration further by connecting with existing systems like Autotrader and Kelley Blue Book. Previously, Cox demonstrated a commitment to digital retail, focusing on pricing transparency and communication improvements. This latest development fits into that trajectory, aiming to cover every corner of the car-buying landscape under a single, coherent system.
How Does the Platform Function Across Channels?
The newly launched platform by Cox Automotive functions seamlessly across multiple customer touchpoints. It provides car dealers the versatility to present their inventory online or directly in physical stores. This integration not only enables sellers to manage transactions on their websites but also to leverage the wider audience on sites like Autotrader and Kelley Blue Book. Cox’s senior vice president, Jessica Stafford, highlights the significance of this tool, stating,
“This isn’t website software or a marketplace listing service, it’s a true eCommerce platform.”
Who Is Already Using This Platform?
Major automotive retailers, including Hertz, have already embraced the platform. By facilitating complete online transactions on HertzCarSales.com and cross-listing on Autotrader.com, Hertz streamlines its service, ensuring extensive reach and enhanced customer engagement. Jeff Adams from Hertz underscores this improvement, noting that Cox’s technology
“creates a consistent, transparent experience while their operational infrastructure ensures we can scale efficiently.”
Beyond current collaborations, Hertz has extended its digital footprint by partnering with Amazon (NASDAQ:AMZN) Autos. This strategic collaboration merges the vast inventory Hertz offers with Amazon’s shopping prowess, marking a novel approach in the e-commerce automotive sector. This partnership enabled Amazon Autos to feature Hertz as its first fleet dealer, initially launching in several U.S. cities with plans for further expansion.
The newly announced platform from Cox Automotive may redefine the way dealerships and buyers interact, potentially flipping the often cumbersome vehicle purchasing process on its head. By ensuring the same robust technological experience in-store and online, dealers can offer customers consistency and reliability, addressing previous pains of isolated shopping experiences.
Cox’s approach aligns with industry trends emphasizing digital innovation, a trend that has picked up considerable pace over the years. It offers a response to evolving consumer preferences, which increasingly demand seamless, quick, and convenient purchase experiences. The enduring impact of such a platform could depend on its adaptability and the ongoing evolution of customer expectations in digital and in-person automotive markets.
