eTail Europe 2021

London, UK

Ian Plummer, Commercial Director at Auto Trader UK
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Ian Plummer


Commercial Director
Auto Trader UK

Check out the incredible speaker line-up to see who will be joining Ian.

Download The Latest Agenda

Day Two: Digital Innovations That Drive Growth

Wednesday, June 24th, 2020


12:50 PM Keynote: From Marketplaces To Bricks And Mortar: The New Omnichannel Consumer Journey

There’s no ‘one-size-fits-all’ in automotive – everyone approaches car buying differently, meaning consumers demand more flexibility from the industry to go on the journey that’s right for them. This requires a seamless integration between the online and offline world, and between the many different players in the industry – be it manufacturers, retailers or marketplaces. In this

session. we will:

  • Take you through the actual consumer journey and what touchpoints they might choose through their cross-channel decision making process through to the actual purchase
  • Review the role of marketplaces and how they can be one of the most valuable partners in an omnichannel strategy
  • Look at the growing trend of “webrooming” and how this is creating unseen leads to offline purchases
  • How to digitally evolve a traditional retail model, such as automotive, through deploying an omnichannel sales and marketing strategy that saves, rather than adds, new cost