Digital Retailing: Let’s Talk About F&I

Conversations about digital retailing in the automotive industry tend to center around two things: customer experience and an increase in sales volume. But some dealers feel that it just leads to decreased margins on the front-end in the “race to the bottom,|” and that face-to-face interaction will end in more revenue – whether that's in the front or the back end.


With this blog, I'd like to concentrate on F&I and why you don’t need to fear a loss of F&I revenue in the digital retailing process.


I often hear from dealers that they don’t want technology to force their stores to become like McDonald’s, where employees simply take orders, and I don't disagree! However, there is much to be said in favor of using technology to help remove friction from the sales process and allowing consumers to make their own decisions. According to a recent article, this can, in fact, lead to increased spending.


Remember when the thought of having your inventory online was crazy? Now, you wouldn’t be competitive without it being there. Today, the majority of customers start their car shopping online, and that number increases every year. Why? Because the information sources available continue to grow.


It is hard to believe that customers don’t want more information about F&I products before coming into the store, just as they research various vehicle options before they arrive for a test drive. Imagine being the dealer that allows consumers to go online to learn more about your F&I products, to see what products you offer; read about them, and even watch a video explaining each one. That would be a pretty unique value proposition and certainly a differentiator in a highly competitive market that screams the need to be different.


Customers have migrated online because they can shop at their leisure and in a manner that is convenient to them. If you put them into a high-pressure sales environment (such as some F&I offices), it can cause discomfort, and they tend to buy less because they don’t understand the products and are uncomfortable.


By providing your customers with the information about F&I products up front on your site, they are then better educated when they arrive and less likely to show resistance when they go into F&I, which could translate into higher revenue.


In a recent article in Automotive News, Cox Automotive COO Mark O’Neill talked about how F&I offerings should be presented in a way similar to online retailer Amazon's approach. For example, a buyer of a Cadillac Escalade should be able to see F&I products with captions such as "62 percent of Escalade buyers bought this product."

"We would use techniques that customers are very comfortable with, and very used to in other retail shopping experiences online, to present F&I products," O'Neil said. "And the early cases where we've done that in the store with iPads have been very successful in terms of customers taking the time to watch the video and opt-in as opposed to being sold."

Either you tell your customers about your F&I products, or their credit union or finance company will. And that is how you lose F&I revenue. So, don’t make it hard for customers to learn about F&I products before they come in but rather be transparent and allow them to learn on their own. Or you can risk losing that revenue to the fierce aftermarket competition.

It’s time for F&I to enter the realm of digital retailing.

Views: 7


You need to be a member of to add comments!


Latest Activity

Dave Anderson's blog post was featured

Master the Art of Execution

The reason most organizations fail to achieve desired results is because they lack an effective…See More
Sally Whitesell posted a blog post
Cory Wright posted a blog post
Scot Eisenfelder posted a video

Maximizing Dollar per Unit in Operation

Scot Eisenfelder shares a factor that dealerships should be looking at in order to maximize revenue at their dealerships.
Mike theCarGuy Correra posted a video

Social Media vs Broadcast Media

Account Manager Mike Correra explains the difference between social and broadcast media in this video blog.
Jim Flint posted a blog post
Lehel Reeves posted videos
Jeff Cowan posted a blog post

Write Service Podcast: Episode 70- Q & A with Jeff Cowan- Service Advisors MUST LISTEN!

This week, Jeff does some Q & A from his viewers! After Jeff had been on the road for a few…See More
Dan Beres posted a blog post
John Sternal posted a blog post

Lease Credit Approvals Dip Slightly To 68.9% in August

Lease Approval Ratings Drop Slightly in August Following Increase in, the…See More
Crystal Hartwell posted a blog post

SureSale Certified Increases Used Vehicle Sales and Turn Rates for North Carolina Dealership

 New case study shows how Reed-Lallier Chevrolet leveraged this one-of-a-kind CPO program to…See More
Bill Wittenmyer posted a blog post

Stop being lead-centric. It’s about the customer experience.

Today’s customers expect and demand an amazing customer experience. The dealership with the right…See More
Reynalda Lor posted a discussion

Car Dealership Design Ideas?

Greetings!According to our marketing and HR teams, the sitting arrangements, interior and exterior…See More
Rob Gehring posted a blog post


Today’s…See More
Sep 17
Bill Wittenmyer posted a video

WittsWiseWords: Super Workers

Are you setting your employees up for success? In this #WittsWiseWords, automotive retail expert Bill Wittenmyer talks about why your super-start employee ma...
Sep 16
Michael Trasatti posted a video

New Thought Processes in Hiring

Mike Trasatti shares why companies should rethink their hiring processes in this video blog.
Sep 16
Samuel posted a blog post

Top Anti Phishing Softwares that are Affordable

As the security threat is increasing more, people look for a secure way to increase their data…See More
Sep 16
Courtney Evans posted a blog post
Sep 13
Anthony Giagnacovo posted a blog post
Sep 13
Mike theCarGuy Correra posted a video

Why Buy In is Important When Adopting New Technology

Account Manager Mike Correra shares why staff buy-in is vital to success when adopting new technology.
Sep 13

Get Newsletter

© 2019   Created by DealerELITE.   Powered by

Badges  |  Report an Issue  |  Terms of Service