Automakers are using augmented reality for encouraging buyers to return to the showrooms.
More number of potential buyers is looking to the web to make their purchase decision, instead of visiting physical showrooms, for their next cars. To recreate the appeal of visiting showrooms and nearby dealers, auto manufacturers are now leveraging upon the new technologies like augmented reality.
The trend became especially important in marketing to the Millenials, which is the next auto consumer generation. A survey was recently conducted by Autotrader.com which found that Millenials are more likely to believe the word of mouth research than the generation of Baby Boomers. Millenials are even more likely to avoid talking to dealership staff if they actually visit a showroom. Thus, technologies like augmented reality play a vital role here to help dealerships for sharing information, without involving person to person discussion.
Augmented reality technology offers an informative experience in an interactive way without the assistance of a sales person.
Isabelle Helms, the senior director at the Research and Marketing Analytics, commented: “Millennials view the dealership as a key piece of their research process — they’re looking for experts to help answer their questions and to touch and test out the physical car before making a purchase. That said, Millennials want time and space to make the right decision, and will value the salespeople who provide the information they seek in a no-pressure way.”
As a result of this practice, showroom visiting is dropping considerably over the past few years, limiting the automakers’ ability to show off how their vehicles stand out from the rest and can meet all the needs of the consumer and more. This can be potentially dangerous for the automakers, especially in the present day retail environment. Thus, auto manufacturers started incorporating new, innovative technologies like augmented reality for attracting consumers to the showrooms and enchanting them the same way a salesperson would do.
Leading auto manufacturers like Cadillac and Toyota have been exploring the potential benefits of augmented reality technology. They are providing a 3D view of a vehicle with considerably more details, which matches the experience of a buyer in a showroom. They are also providing additional information about a particular model using augmented reality.
This ability of augmented reality is making the technology a remarkably powerful tool for Millenials as well as others seeking a showroom experience without being interfered by a salesperson.
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