During the conquest phase, it's imperative for the OEM to send the right message at the right time, as Dave is actively searching and comparing information and prices. Dave determines his specific checklist of important features the new car should have.
Digital Dave starts a vehicle configuration using a digital device.
An OEM should be able to adopt its website to different types of customers and convert them into leads taking into account the individual driving behaviour as well as personal and social needs via a need analyzer.
The OEM Configurator presents a preconfigured vehicle based on historical data or available customer insights.
After having configured several vehicles, Digital Dave evaluates the vehicles he configured.
After having configured his first car, Dave feels uncertain if he has chosen the best model for his needs. At the end of the configuration he is offered to upload his configuration into a compare tool and contrast them with similar models with the same optional extras.
By displaying the sales price as well as estimated running and insurance costs, Dave can easily compare different models without being bothered to do the whole configuration process multiple times.
After configuring and comparing specific vehicles, Digital Dave is able to save and continue his configuration at any time on his digital device.
To ensure a seamless customer journey, an OEM needs to offer his customers the possibility to change devices without forcing him to start from scratch. Via registration on the OEM portal, Digital Dave can save and continue his configuration on any preferred device.
Digital Dave finishes his configuration on his preferred device.
A finished configuration offers great possibilities for lead generation, which can be exploited better using different online channels.
Digital Dave does not continue his saved configuration for a certain period of time.
Digital Dave wants to schedule an appointment with a salesperson using his digital device.
When Dave explores the OEM's website, he decides to visit his local dealership to have a closer look on his favorite models. He can make an appointment online via his profile and select a convenient time slot. His personal information and his virtual garage are automatically shared with his assigned sales representative. Therefore, his salesperson is already prepared and can provide an individual sales experience.
Dave visits the showroom at his local dealership.
Dave arrives at the dealer’s showroom with the intention to experience the vehicle and configuration. The sales agent is able to give an introduction to the vehicle via digital touchscreen or a digital device. Furthermore, Digital Dave is able to explore vehicle details via "augmented reality" such as different car colors, different tires/rims or technical details.
When arriving at the dealership, Dave can show the salesperson his preconfigured car on his smartphone and directly put it into the large configurator touchscreen at the dealership via a generated code. Together with the salesperson they can finalize his configuration and have more time for Dave’s questions, rather than spending time on going over the whole configuration process again.
Dave undertakes a virtual visit for a dealership from the comfort of his own home.
Dave uses his digital device, to configure his car in an augmented reality environment. He can see the configured car projected into his surroundings and adjust his configuration..
Digital Dave books a test drive via a digital device on OEM's platform and automatically receives a booking confirmation.
Digital Dave is offered to test drive the model he just configured on the OEM website. The system automatically finds the closest dealerships and shows available time slots.
For an uninterrupted user journey, an OEM should try to make the switch from online to offline experience as convenient as possible. If the customer has to act on his own by e.g. calling a dealer for a test drive booking, a lot of potential leads are lost.
Digital Dave comes to the dealership and handles the required paper work with his salesperson.
Dave accesses the test drive portal to watch a personalized instruction video via his digital device prior to the real test drive. He receives model specific information and gets suggestions, which functionalities he should test.
After finishing the paper work, Dave starts his test drive experience.
After starting up the car, Dave's customer profile has already been loaded into the car's infotainment system, offering him to start the route he chose earlier. The infotainment system informs about new functionalities of this model.
After the test drive Dave reflects and communicates his experience.
After enjoying an exciting test drive, Dave can share his experience with his friends on his favorite social media network directly over the infotainment system, inspiring others to try out a test drive themselves.