Bridging the digital and in-store retail gap to meet modern consumer expectations — Amber Haseley | RouteOne

Consumers are increasingly demanding more modern, convenient experiences that let them move through the car-buying journey at their own pace. On today’s episode of Driving Solutions, Amber Haseley, Director of National Business Development at RouteOne, explains how dealers can create a frictionless experience that improves CSI scores, strengthens customer loyalty and supports long-term profitability.

In today’s digitally-driven world, consumers’ expectations and demands are rapidly evolving. Buyers demand transparency and convenience, with the ability to move through the purchasing process at their own pace. While most dealerships offer some form of online engagement, such as basic credit applications, many still miss opportunities by not adopting a more comprehensive omnichannel platform.

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RouteOne found that 75% of dealerships supported a hybrid retail approach, while 55% offered fully remote transactions. The company’s mission is to help dealers define where they fit within the modern retail process and build an experience that aligns with customer expectations across every touchpoint.

Dealers commonly face several challenges that disrupt the buying journey:

• Disconnected experiences: Online and in-store processes often fail to align, forcing customers to repeat information upon arrival at the dealership.
• Inconsistent payment expectations: The prices or deals advertised online differ from what is presented in-store.
• Trade-in surprises: Trade-in values often shift during the appraisal process, leading to frustration and slowing negotiations.
• F&I product education: Protection products are often introduced late in the transaction, increasing confusion and resistance to pricing changes.
• Duplicate data:  Dealership teams may re-enter customer data across multiple disconnected systems, leading to inefficiencies and a higher risk of errors.

RouteOne aims to address these challenges by enabling a smoother, more connected process for both dealership personnel and consumers.

“Customers are demanding transparency. They want convenience and freedom to move through the buying process at their own pace.”

The company’s digital solution, Fusion, connects the customer’s online journey directly to the dealership’s in-store workflow, allowing customers to pick up exactly where they left off. This continuity reduces repetition, minimizes surprises, and helps create a faster, more efficient in-dealership experience.  

Fusion incorporates real-time state and zip code rules, along with current lender approval rates, to present accurate payment estimates. The company also works closely with lenders to deliver clearer trade-in valuations earlier in the process. In addition, Fusion introduces protection products sooner, giving customers time to review and understand their options before arriving at the dealership. The platform is powered by the same engine as RouteOne’s broader ecosystem, enabling seamless integration with tools dealers already use, including credit applications, menus, e-contracting workflows, and more.

Dealers looking to streamline their workflows and enhance customer experience can visit RouteOne at the 2026 NADA Show in the West Hall, booth #3743W. Pre-book a demo to receive a personalized strategy on-site here.