Digital Retailing at Scale: An Exclusive Interview with Emil Frey
In recent years the shift towards omnichannel retailing has presented considerable challenges for retailers, leading to mounting pressure to offer digital services and cater to evolving consumer demands. Among those familiar with these challenges is Emil Frey, a Swiss-based company engaged in wholesale distribution and retail across 19 European countries, selling over 650,000 vehicles annually. Auto Trader’s exclusive interview with Emil Frey uncovers how they have successfully adapted their business to meet changing consumer needs and plan on staying one step ahead of the market.
Watch Auto Trader’s exclusive interview with Emil Frey.
Emil Frey's Chief Digital Officer, Philip Rhomberg starts the interview with a significant observation. He points out that all the markets in which they operate are experiencing a similar shift in consumer behaviour, reflecting the trends observed in the UK. According to Rhomberg, most consumers desire more digital services for self-service, but also express a preference for visiting the forecourt at their convenience. This blend of digital convenience and in-person experiences is becoming a key aspect of the evolving consumer landscape.
“The good news for the retail side of our business is that more than 70% of the customers want to have contact with the dealer. And this is what makes us very positive for the future. The challenge is that the same 70% want to have more digital.”
Philip Rhomberg, Chief Digital Officer, Emil Frey AG
How does Emil Frey achieve a seamless omnichannel buying experience for their customers?
In addition to offering more services digitally, complementing them with the right operational change encourages consumers to self-serve and is the key to Emil Frey maintaining salesperson efficiency through this shift. Giving customers more control over their buying journey means salespeople can focus on facilitating the sale, instead of committing time to administrative tasks that don’t add value to the business or the customer.
Creating an environment where your digital services and operations work hand-in-hand was no easy feat however, as Mr Rhomberg stated “You have to think of the whole value chain that is possible for you as an entrepreneur. And then you have to really ensure that you provide a system where employee and customer can switch from online to offline at all times. And this is a big challenge.”
This challenge as the interview then explores, highlights the importance of having one data source of truth for consistency and compatibility. Having a centralised system for operations ensures uniformity across channels, facilitating personalised experiences and efficient operations. Without this centralisation, the ability to create data-driven strategies for a seamless customer buying experience is limited.
How are Emil Frey planning to stay ahead of the curve in the future?
Keeping in-line with the evolving needs of their customers, and understanding how their business needs to adapt has helped the Emil Frey Group identify 4 key focus areas for omnichannel success:
1. Create a unified group view encompassing wholesale and retail, both digital and physical aspects.
2. Improve efficiency and reduce administrative tasks.
3. Establish a single point of truth for data and enhance security measures.
4. Empower everyone by providing accessible digital tools while maintaining an asset-light and independent approach.
Want to explore the omnichannel opportunities for your business?
Offering an omnichannel buying journey won’t add revenue overnight – but consumers now expect it so if you don’t act, you could be losing out on market share. For more insights and tips on how you can offer your customers a seamless omnichannel buying experience, download AT’s new insights report below.