Sure...
I visit dealership website.
Website seeks to identify who I am. This could begin with a cookie.
Either there is a cookie, or there isn't.
Scenario A - There is a Cookie
Website determines whether or not I have an account with the site.
Either I do have an account, or I don't.
Scenario A+ ...I have an account
Website determines if I'm vehicle shopping, or maybe seeking service (or parts)
Website permits me to pick up where I left off. I have vehicles/products in my wish list, vehicle preferences, requirements, etc.
Website prompts me to validate My Vehicle information/profile
Website talks with CRM, triggers actions and communications accordingly
Scenario A+ ...Shopping
Website determines my interests based on behavior, then recommends related vehicles of interest, including F&I products/offers such as warranties, and after market products, e.g. mats, racks, keychains, etc.
Scenario A+ ...Service/Parts
Website identifies my ownership history based on VIN, DMS, Big Data, then presents personalized special offers.
Website prompts me to validate My Vehicle information/profile
Scenario A2 - There is a Cookie, I do not have an account
Website prompts me to engage, create an account
Scenario B - There is no Cookie
Website monitors my behavior, seeks to determine my interests, begins building profile
Dealership retargets me on the web, presenting personalized special offers
Website talks with CRM, begins building profile
Website prompts me to create account/profile
Reality is, I could go on an on. All of these things are possible, and they are appearing.
There is a
concierge experience to be achieved on dealership websites. We can't use Amazon as a cop-out for dealers to not provide a similar experience on the basis that selling cars isn't the same as buying 'other' Amazon products. Heck, Amazon itself is getting into the auto retail business. See for yourselves:
http://bit.ly/2wLF605