Early findings of newly launched digital retailing tools reflect a predictable twist with online sales — that digital sales require more math than emotion when appealing to customers.
And it's a trend that's designed to grow: As digital shopping and sales increase, algorithms better identify predictive signs and become more efficient — leading to more and faster online transactions.
Lithia Motors Inc. CEO Bryan DeBoer told investors April 21 that digital sales are far more formulaic than in-store operations.
"It's quite different than what we've experienced in traditional auto retail. On the vehicle side, there is some art in it," he said. "And this is not as much art. It's a lot of science."
Recommendation engines, which use machine learning and algorithms to suggest products to shoppers, run on transaction data and customer data. The more successful transactions the system processes, the better equipped it will be to replicate the circumstances …