What it does
Digital retailing tools let a shopper start a deal online. A typical flow covers payment estimates, trade-in value, incentives, credit application, protection products and sometimes a deposit or reservation. The tool sends that deal to the store so a salesperson can pick it up without starting over.
Payment tools in this space calculate monthly payments using lender programs, taxes and fees, and some accept deposits or down payments online. The value depends on accuracy. If the online payment differs from the desk, shoppers lose trust fast. Most stores use digital retailing to shorten time in the showroom rather than to sell cars fully online.
Who in the store uses it
- Sales managers and desk managers: review online deals, adjust structure and respond with real numbers.
- Salespeople and BDC: follow up on partial deals and bring the shopper in to finish.
- F&I managers: see products the shopper viewed and continue the menu presentation in store.
- Internet manager: configures where the tool appears on the site and tracks usage.
- Controller or office manager: reconciles deposits and online payments.
What it connects to
- Website platform (vehicle pages and payment calculators)
- Desking tool and DMS (deal structure, taxes, fees and rebates)
- CRM (lead and deal handoff)
- Credit and lending platforms (applications and decisions)
- Trade-in and valuation tools
- F&I menu and product providers
- OEM programs (incentives and certified digital retailing programs)
- Payment processors (deposits and down payments)
Digital retailing and payments products in the index
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What to ask vendors
- Does the deal push into our desking tool and DMS, or does someone re-key it?
- How are taxes, fees and rebates kept current for our state and brand?
- Which lenders and credit platforms do you connect to, and who handles the credit application data?
- Can we control which steps appear and set the tool differently for new and used?
- Is the tool certified in our OEM's digital retailing program?
- Who owns the shopper data, and can we export it?
- What reporting shows how many online deals turn into sold units?
- What is the contract term, and how long does setup and staff training take?
Signs it's time to switch
- Online payments regularly disagree with the desk.
- Deals arrive in the CRM missing trade or credit details.
- Staff ignore online deals and start fresh in the showroom.
- Adding a lender or changing a fee requires a vendor ticket.
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