Auburn Hills’ Fiat Chrysler Automobiles is offering new features on its Online Retailing Experience, which will now be known as E-Shop. The features are designed to make it easier for customers to buy vehicles online.
“Six months ago, we pulled forward the national launch of E-Shop to help our dealers who were attempting to navigate the COVID-19 pandemic,” says Jeff Kommor, U.S. head of sales at FCA. “Little did we know what a powerful tool E-Shop would become.
“About 45 percent of FCA’s monthly sales originated from an internet lead; last year it was about 25 percent. Consumers say E-Shop gives them more transparency, while dealers say the entire process, including home delivery, allows them to create a strong bond with the shopper.”
Customers can buy Chrysler, Dodge, Jeep, Ram, Fiat, and Alfa Romeo vehicles online. E-Shop offers customers the ability to complete the entire vehicle purchasing process online, including pricing information, trade-in value of the current vehicle, financial lending options, e-signature to complete final paperwork and, in most cases, scheduling home delivery.
E-Shop is accessible through the Chrysler, Dodge, Jeep, Ram, Fiat, and Alfa Romeo websites, participating dealer sites, and social media. Online shopping traffic across the dealer network has increased more than 65 percent since the launch of E-Shop.
“We had always envisioned E-Shop as a digital backbone onto which we could bolt new, cutting-edge elements that put the customer first,” says Marissa Hunter, head of marketing, FCA – North America. “Ecommerce continues to be an integral tool in our marketing suite, providing audiences the ability to experience and shop our brands from the comfort of their homes.
“We’re only getting started. Internal intelligence, early customer and dealer feedback, are shaping the next phase of E-Shop, giving our brands and dealer body a sophisticated online tool to drive more excitement, affinity, and trust in the shopping process.”
New features will include online chats; the ability to schedule test drive appointments with showrooms, which is expected to be available by December; available refundable reservations on cars via PayPal; and certified pre-owned vehicle sales – dealers are expected to be able to list their entire inventories by December.