By Katie Deighton June 12, 2020 5:30 am ET Infiniti, a luxury-car division of Nissan Motor Co., prides itself on its showrooms. Complete with gourmet coffee and free Wi-Fi, they can briefly double as a living room or office for visiting customers, said Matthew Wilson, the company’s director of client experience and training.
This has prompted car companies to develop or bring forward digitization plans that allow customers to buy cars remotely, said Christophe Castagnera of experience marketing agency Imagination Group Ltd. The downtime afforded by the drop in customer numbers makes this a good time for firms to improve their digital sales plans, Mr. Castagnera said.
Infiniti will keep offering its virtual retail experience even after customers return to the showrooms, Mr. Wilson said. Company research has found 70% of Infiniti customers who are aware of the remote offering want it to continue past the pandemic, according to Mr. Wilson. “We need to continue to find ways to make the automotive purchase easier and more convenient for our clients,” he said.
“Now, there’s been this unearthing and acceleration of all those products,” he said. “It’s like their time has come.” Newsletter Sign-up The Experience Report Get weekly insights into the ways companies optimize data, technology and design to drive success with their customers and employees. Traditional dealers see digitization as a way to improve profit margins and meet customers’ demand for a more efficient retail experience, said Randall J. Miller, global advanced manufacturing and mobility leader at EY.
Mother in law would do this years ago before coronavirus
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