Cadillac offers its customers a completely new car selection experience.
Cadillac Live service is an online showroom where sales managers will be able to demonstrate the cars of the company they are interested in via video chat, immediately answering all questions. If desired, you can ask the manager to conduct a tour of the entire exhibition hall. At the moment, models from the 2019 lineup are available for viewing, as well as CT4 and CT5, which are expected to launch in early 2020.
Customers can request a test drive of the car they like or book an offline meeting to discuss any additional details. At the same time, service visitors can not only hear, but also see managers, while the latter can only have voice contact. Simultaneous chat with several clients at once is possible.
From a technical point of view, the implementation of the project is not too difficult. Cadillac rented a 900 sq.m. space, provided high-quality lighting in it, issued managers with an iPhone X, a Bluetooth headset and an Osmo Mobile stabilizer monopod. When communicating with a client, the manager can freely move around the premises, demonstrating the whole car or showing how, for example, a multimedia system works, how easily a golf club fits in the trunk, etc.
The company chose this direction not by chance. According to data from Google, buyers who start buying a car with research on the Internet are twice as likely as those who immediately go to a car dealership. At the same time, 71% people from the first group switch to competitors' products if it turns out that they can provide more information online or the selection process is easier for them. A showroom like this is expected to give Cadillac more potential sales opportunities. However, it is not possible to make a purchase directly through Live. The visitor will still have to visit the nearest representative office of the company.
Cadillac Live will be available daily, only on weekends its operation will be somewhat shorter than on weekdays. The project is currently in testing phase. If the experience is successful, the program will be expanded.