Digital dealing the Williamson Chrysler way

07/20/2017 05:58 pm | Posted by Admin

UXBRIDGE, ONT. – Ask Jim Williamson, Williamson Chrysler dealer and store general manager, why his store’s website has a digital deal feature and he’ll tell you it’s part of the way auto retail is changing and his dealership has to change with it.

“Our industry is always changing and I feel as a company we work hard to make sure we are part of that curve, and part of that is products such as digital dealing,” Williamson says.

Williamson Chrysler is located in the hamlet of Uxbridge, population about 21,000, in the Durham Region, east of Toronto.

But the dealer doesn’t see size and location as handicaps.

That’s because of the Internet, which lets consumers find his dealership. But to deal with the Internet customer, his store had to change to compete. The competition he’s talking about isn’t other dealers; it’s companies like Amazon.

“Companies outside of our industry are creating easy online purchasing environments for customers… As a dealership, we are trying to find a way to compete with that type of customer experience.”

Williamson’s store chose e-Dealer’s website/content management system and digital feature after a two-year audition.

“We wanted to make sure we were joining with a provider that would help us keep up with ever-changing demand and solve problems.”
He says e-Dealer passed the test and traffic has gone up.

“Our traffic has risen very steadily with this product and we continue to grow our sales month in month out and this is related very much to our change in our digital strategy,” he says.

Williamson became a dealer at 29 when he and his cousin, Todd Williamson, bought the store five years ago.
He says being the store’s GM as well as the dealer lets him roll up his sleeves and work alongside his team to provide leadership.

Three Buckets of Online Buyers
He says online buyers fall into three buckets. The first is the “digital research buyer,” who gathers product information from the site. The rest of the transaction is done in person at the store.

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