By Sharad Matade
The company takes digital routes to tap the changing behavior of the consumers from pre-sales to post -sales.
To engage the customers from pre-sales to post-sales digitally, Mahindra & Mahindra, as part of its Digital Transformation Strategy, today launched a portal, ‘Bring the Showroom Home, which will give customers a 360 degree, all-encompassing and immersive virtual showroom experience.
The new platform has three features: Virtual showroom, Self-explore and Make my SUV, which will enable customers to experience the vehicle of their choice, in its entirety.
The Bring the Showroom Home platform will allow customers to research a new vehicle by enabling them to view the vehicle in a virtual showroom, in city or off-road environments. At the pre-purchase phase, it will feature a 360-degree voice assisted virtual reality (VR) experience powered by state-of-the-art Samsung VR Gears.
Explaining the features Bring the Showroom Home , a Mahindra & Mahindra executive said,” A sales- personal will not only bring the test car , but also the entire virtual showroom at the consumers’ place, With wearing the VR device, the consumer can choose the car, selecting variants, actual interiors, colours, indoor or outdoor environment, explore the aesthetic and basic technical and features, and even customize the car.”
Speaking at the launch of the initiative, Veejay Nakra, Chief of Sales & Marketing – Automotive Division, Mahindra & Mahindra Ltd. said, “At Mahindra we have always been at the forefront of disruption with the customer at the epicenter. Hence, we reimagined the whole customer purchase experience by embarking on a digital transformation journey for an end-to-end solution from the pre-purchase stage to the post purchase ownership phase. These include industry first initiatives such as SYOUV and With You Hamesha, in addition to our multiple tie-ups with portals for online booking of our vehicles. Now, we are ready to take this disruption to the next level by changing the way automotive retail is perceived in India. Bring the Showroom Home is one such industry first immersive experience.”
Before launching the portal, the company did a thorough research to understand the pain points of the customers while buying their car. “We have found a considerable change in buying behavior of the consumers. In our finding, 42% respondents looked digital space before buying a car, 32% took decision on owners past experience , whereas only 13% respondents visited the dealers,” said Veejay Nakra.
The finding also shows that the average test drive per customer has dropped from 2.3 to 1.1.
For the pre-sales stage, Mahindra & Mahindra already had launched The Mahindra SYOUV platform. It gives information on dealer stock availability, comparison cars, finance & insurance , test drive booking. One of the key elements of the SYOUV is Collaborative Exploration (CE). A person can collaborate and co-create the company’s car along with family and friends irrespective geographies. “Using social media channels, the consumers, along with others, can add interior and exterior accessories to the car. The platform also shows the current offers and schemes given by the company,” said the Executive. The consumer can also take the help of experts, who are available through chat, audio call or video call, before making his or her decision.
In the next phase of SYOUV, the plans to include on-road price, online order tracking, deal maker and several other differentiating features.
Purchase Stage – Convenience of Online Booking
Mahindra & Mahindra has redefined automotive retail through multiple tie ups with key auto portals for sales of its automotive products, thereby providing customers with the convenience to book their vehicles anytime, anywhere. The company has tied up with Cardekho, Carwale, IBB, Car&Bike and M2ALL. .
Veejay Nakra said that Currently digital platforms generate 8% retails sales, which is expected to double in the next financial year. .
Post Purchase Stage –
The new generation With You Hamesha platform provides various online services. A person can do service booking from anywhere as per required date and time slot, with a facility of creating own e-jobcard and get cost estimate . It also has a SOS button for raising assistance request with location capturing facility .