CONFIGURATORS By Robert E. Calem s the car buying process began moving online in the past decade, the " configurator " or " build your own " section of an automaker's website has become crucial to winning new customers and keeping current ones. Automakers are responding with a technology boost rolling out engaging user interfaces (UIs) and improved backend platforms that make finding and buying a car online both compelling and easier to do. The trend has accelerated in response to the COVID-19 pandemic that has forced many dealerships to close, spurring even more online transactions. Going forward, artificial intelligence (AI) and virtual reality (VR) will propel it further, analysts say. A ONLINE OUTSHINES IN-PERSON " The investments car manufacturers are making to improve or enhance their online configurations systems is on trend with the acceleration of digital transformation we're seeing across the economy this year - especially anything related to consumer retail, " says Steve Koenig, CTA's vice president of research. " The importance for brands to have an omni-channel 16 JANUARY/FEBRUARY 2021 i3_0121_16-19_Feature_ConnectedCars.indd 16 I T I S I N N O VAT I O N 12/9/20 3:15 PM