A Lyrical Take on Digital Retailing

Digital Retailing: A Poem

So you want your store to embrace
A channel, a technology, a place
Where online transactions are made
A new way for dealers to get paid
By shoppers seeking an easier way
To avoid the hassle and the delay
They find their car and agree to a price
Validate the deal, indeed it looks nice
They see their monthly and can afford the note
Get approved in advance, lock in the rate quote
They picked out a warranty and are ready to buy
But e-contracting’s not offered so they need to come by

And this is where digital retailing breaks
On the showroom floor with the whatever-it-takes
Maybe they’d have bought without shaking hands
But now they must come in and rearrange their plans
Their work online becomes lead and is handled as such
They’re presented new figures and are charged too much
Sales doesn’t read the lead so they start from scratch
We schedule a test drive and appointment to match
Force them through a redundant road to sale
By taking up too much time with a mustachioed male
We don’t listen, don’t learn, don’t make it easy or quick
We stand in their way surrounded by mortar and brick

Meanwhile at their home, four packages have shown
From Amazon Prime, dropped off by a drone
But they wait in a showroom, not offered a drink
By a commission-based salesman, not paid to think
They wanted to save time, to be simple and fast
Not pitched or questioned or sold and harassed
If digital retailing is in your future or present
A new role is a must to make car buying pleasant
A digital sales manager, not from desk or from floor
Who can finish the deal and not demand more
Who can finalize paperwork and speed things along
If your team can’t do that, you’re digital retailing wrong