Volvo cars announcement that it intends to make
only electric cars by 2030 and sell all of them online
is perhaps a turning point. Volvo will retain some
dealers, but use them as centres for giving advice
and showing off vehicles.
But whilst car marques switch strategies to digital
first or indeed digital only customer journeys, what
are the implications for manufacturers of commercial
vehicles? Will this period of extensive change to
meet consumers buying habits and preferences filter
down to the purchase and ownership journey of a
commercial vehicle?
The inside track from SMMT
The Society of Motor Manufacturers and Traders
(SMMT) record monthly vehicle registrations and
although they do not record the method by which
those vehicles were purchased, James Boley of
SMMT has recognised a trend in LCV purchases...
“Most CV orders require some kind of conversion
which makes it challenging to implement a
standardised ‘click and collect’ procedure in the same
way that can be used for car purchases.
“Obviously there are myriad factors that affect
demand. However, dealerships had to shut on 5
November, only to briefly reopen for a few weeks in December, with closures in London and the South
East from 21 December onwards. While overall LCV
registrations fell in 2020, towards the end of the year
month-on-month, they were either on a par with prepandemic levels or increased.
“As showrooms were shut for much of the time
outlined above, it is likely that there has been an
increase in online research by would-be buyers,
and many commercial vehicle manufacturers offer
provision on their website to outline a vehicle
specification as the first step in vehicle acquisition. In
fact, all the manufacturers of bestselling vans of 2020
provide online configuration that can then be directly
linked to a confirmation call with a dealer.”
Dennis Eagle adjusts to digital
Dennis Eagle, part of the Terberg RosRoca Group,
is a world leader in the design and manufacture of
refuse collection vehicles. The Warwickshire-based
business has seen a shift in customer expectations
and has adjusted accordingly. Lee Rowland is Sales &
Marketing Manager...
“There has been a notable shift in expectation – and
because of that we are now a much more digitally
focussed organisation. People expect a smooth flow
of information through digital channels. That can
be digesting the latest news and updates via social media, or receiving automated emails through a
transactional type interaction.
“We have invested a great deal of time and resource
into putting systems in place to help us manage the
digital journey. We even include QR codes in the cab of
our vehicles that will link the user through to relevant
repair/maintenance information on our websites.”
The online and offline route
Greensquare Creative Director Phil Westwood
thinks the future is going to be predominately online,
but don’t discount offline...
“Lockdowns have moved digital experiences to centre stage. Whether you sell directly or rely on dealerships
the shift to new ways of interacting with customers
has accelerated with the digitalisation of sales and
marketing operations.
“The way in which commercial vehicles are purchased
and backed up will no doubt be influenced by the
continued digitalisation of customer journeys that we
are driving. However, I see the biggest opportunity
for brands to stand out via offline brand experiences,
for example when targeting new or lapsed customers.
When used in conjunction with digital this could prove
to be an outstanding opportunity to stand out.”
