Mike Cavanaugh
Executive Vice President


About The Session

The False Promise of E-Commerce

Are you simply bolting on an E-Commerce experience? Thousands of interviews and live purchase experiments with car shoppers show that a buy now button just isn’t enough. And while retail automotive is moving towards digital, Ecommerce today is not nearly as big as you would think. However, the influence online shopping has had including expectations of transparency and ease of purchase need to be embraced across the full car buying journey.

In their session, Tim Porter, Head of Customer Support for sales and service and a member of the Zimbrick team for over 23 years and Mike Cavanaugh, a military and industry veteran who led a 28-store group through the early days of adopting a consumer-centric approach, will share consumer preferences for the buying path and suggestions for evolving the BDC and in store process, to bring the preferred shopping experience to life at today’s dealerships.

About The Speaker

Mike Cavanaugh grew up working with his father at a dealership in Detroit, MI. He joined the United States Marine Corps, serving two tours in Iraq. When Mike returned to the automotive industry, he worked his way up from selling cars to managing dealerships in metro Detroit. He spent 8 years working at one of the largest auto finance companies in the United States and served as the Chief Operating Officer of a 28-store dealership group with operations in nine states. Currently, Mike serves as the Executive Vice President at MAX Digital, providing BDC tools, merchandising and digital retail solutions to dealerships on a national scale.


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