Automotive Industry, on the verge of some significant shifts
The automotive industry is at the brink of some significant disruptions in the near future with technology, social and economic factors being some of the major contributors to this disruption. A change takes time to adapt and more importantly requires new methods to demonstrate and convince buyers.
AR is not new
The Augmented Reality as a concept is not new to the automotive industry. Back in 2009, Nissan debuted its new model Cube with an immersive brochure experience for its buyers. In this case, though Nissan could not pull off the concept of a boxcar in the American and European market, the buyers experienced something very new to them in the automotive industry. BMW, in the same year, launched the new Z4 campaign that exhibited the AR technology in a rather creative fashion. Users could drive Z4 on their desktops and create their own coloured tire mark patterns on the desktop, all thanks to AR.
Cut to 2019 AR in the automotive industry has moved beyond just an interactive brochure and an exciting marketing campaign. This technology now primarily aids the selling process, which we think is a brilliant move indeed because the shifting dynamics of mobility solutions means carmakers need new strategies, a redefined target market thus more unique and modern sales approach.
Toyota and BMW’s AR venture: Does this mean redefining the customer journey?
Toyota AR video demo
AR was never off the cards, and currently, it is making its mark in the selling process very prominently. While the automotive industry looks like a perfect contender to take this technology forward, Audience Advantage has already made its point in the food and beverages industry with Nespresso, by using AR – one of our many apps, to improve the buyer’s journey. Nespresso uses our AR app to explain buyers the collection of available Nespresso machines – its features, dimensions so that one can visualise how it will look like in realtime when placed at a specific location.
Two of the premium names of the automotive industry Toyota and BMW have introduced what can be viewed as a practical use of the immersive experience for the automotive industry at large.
Toyota feels this technology has allowed them to engross buyers and interact with them. More than ever before it has helped Toyota to create an engaging digital experience that can be tailored to each consumer preference when he is surveying any model.
BMW’s aimed at digitising the buyer experience, starting with the BMW i Automobile brand of electric and hybrid vehicles. Sales professionals can use the app in the showroom to demonstrate the different car configurations. Features such as interior styles, colours, and wheel rims can be modified at the touch of a screen. Customers can visualise how the car might look in their own premises and also get insights into the interior using AR.
This approach potentially triggers an in-store experience online, which can be a disruptive change in automotive sales. These two brands are creating a benchmark in newly evolving automotive sales.
Augmented Reality and much more
But is an AR experience enough to create a digitally premium, convenient and seamless experience? When it comes to using AR, the automotive industry has shown great potential, but it is yet to affirm the necessity of its existence. Automotive sales need to look beyond just AR to revamp its sales process. If an automotive company aims to stand out as leaders in this changing sales experience, start by creating an element of trust among your customers. What better way to build trust than tell them about your brand story. Give your buyers an overview of your brand, the products you have in offer, tell them a story in the most creative and interactive way possible. Humans can never deny the power of storytelling.
Need for an innovative engine
The need to redefine the customer journey calls for an inclusive approach where you need specialised tools that support the use of latest technologies. Tools that back the concept of storytelling, making way for smarter means of user engagement and user experience. The software which makes it all possible must be robust yet flexible and developed using the most advanced technology. The tool discussed below caters to the points as mentioned above, making the sales process more structured, uniform within the organisation, creating an elevated customer experience.
Audience Advantage’s unique engine is a piece of innovation genius.
Along with accommodating apps like AR, Virtual reality, Proposal creator, it also provides a wide range of interactivity. The presentation suite makes use of dynamic elements, which is a game-changer in the way we present today. For example, you can have:
- A dealership locator connected to your information to show realtime where your branches are situated
- A product simulator to show all the features of your models in one dynamic view
- A product or service navigator that can handle multiple vehicles to be searched or navigated in an instant
- A product configurator to help you personalise your vehicles according to your buyer’s choice.
If you have envisioned anything else, this engine is capable of it.
Time is a critical element in the entire sales process; hence, the need to close a deal at the earliest becomes a priority. Thus proposal creator can help you generate an offer which the buyer can digitally sign on the spot once he has decided on the vehicle of choice.
To further help sales Audience Advantage includes a document management platform or a digital asset management system where you can count on having an always up to date library of information that can be navigated easily and is always available, in the cloud or locally.
The sharing and collaboration ability housed by the engine have incorporated an information-sharing system that enables your sales teams to send perfectly branded emails that contain links to all the information your teams want to share with your prospects or customers. The person sharing the information can also track it and obtain some useful analytics to figure out further steps and know what is working and what is not.
Does that alter the customer journey?
This platform indeed has a real potential to alter the customer journey. If you are looking to give your customers an exclusive, modern, visually enriching digitised experience to guide them through the buying process, then AR is just one entity. Audience Advantage is the complete package that looks beyond only AR. It is your overall answer for an innovative, creative and advanced sales process.
Toyota and BMW have already set their benchmarks. It is time other automotive companies embark upon a more comprehensive solution to set new standards in an industry witnessing some interesting developments.