Dacia to rollout new omnichannel customer journey

Dacia is introducing a new range of digital sales tools to work alongside newly appointed “Guides” as part of a new omnichannel customer journey.

Research commissioned by Dacia has found that half of consumers (50%) are uncomfortable with the prospect of purchasing a car online for a range of reasons including not being able to physically see a car (67%) and concerns about the lack of human interaction to help with their purchase decision (37%).

The brand said it is introducing these new omnichannel tools to work alongside the Dacia dealer network to blend offline and online.

The introduction of the Dacia “guides” answers the 71% of consumers who see value in human interaction to support them in the online buying process.

Dacia said this goes against the grain of the many brands “who use bots over people to fulfil this role instead”.

As part of the personalised service, a Dacia guide can conduct a live virtual tour of a customer’s chosen model, answering questions from “how much can I really fit in the boot of the Jogger?” to “will my kayak fit on the modular roof bars of the Duster?”

This answers the concerns Dacia has seen in its own data from the 89% of consumers who believe that not being able to see a car in greater detail would put them off from purchasing it online.

One of the new digital additions is the ability to instantly view every new Dacia that is available immediately, and those available within several weeks, reserving the chosen model for £99.

The car is held for three days “to ensure customers have the space to thoroughly consider their decision”.

After answering any queries and showing the customer the model of car that they have reserved in the Dacia Live showroom, the guide will put them in direct contact with their chosen retailer to complete the sale or continue to buy online with finance from Mobilize Financial Services.

UK leads the way with omnichannel

The Dacia Live showroom is located at the brand’s import centre at the Royal Portbury Dock in Bristol, allowing for the ability to frequently display different models and trim levels for customers to see.

A further digital tool called ‘Track & Predict’ will enable buyers to track where their vehicle is in the supply chain, from factory to dealership.

Xavier Martinet, Dacia’s SVP sales, marketing and operations, said: “The UK is advanced when it comes to purchasing goods online.

“It’s why we are introducing all our new features here first.

“Many British consumers have an interest in buying their next car online, with nearly half stating they would be happy to complete their buying journey without having to visit a retailer. 

“However, it’s clear that many still have concerns. Our new tools complement the hard work of our retailers who are central to the process of blending the offline and online buying journey to meet the expectation of each of our customers.”

Luke Broad, Dacia brand director for the UK, said convenience and ease are the main reasons why people shop on the web, which is why Dacia should be no different when it comes to customers' digital interactions with the brand.

He added: "At the same time, buying a new car represents a significant financial commitment and we know that customers want the peace-of-mind of human interaction to ensure all their questions are thoroughly answered before, during and after purchase.

"By combining clear visibility of available Dacia models, with a simple, low-cost reservation process and a dedicated Dacia guide, we are giving customers a fuss-free way to get behind the wheel of their perfect car.

"Our no-haggle price policy means they can rest assured they are always getting the best deal and ultimate value for money. Even a test drive can be arranged, so whatever customers can do at a Dacia retailer, they can do online. We’ve made buying a new Dacia online as easy as it can be.”