Maserati wishes to take its international sales to the next level. To this end, the Italian premium car manufacturer has actually established an “OTO retail” program that integrates virtual and standard experiences throughout the purchasing procedure. Maserati revealed in Modena that it has actually worked carefully with dealerships to provide an ingenious consumer experience.
According to the business, the acronym OTO represents “online to offline” and vice versa. It is created to include digital tools to the traditional sales procedure that supports sales. Maserati worried that dealerships will continue to play a main function. In the future, consumers can gain from an omnichannel experience and choose on their own which elements of the display room pertain to them and which elements are utilized digitally.
” At Maserati, the consumer is constantly the focus. Now we have actually modified our sales procedure to more establish the consumer journey,” stated Bernard Loire, Maserati Chief Marketing Officer. The brand name needs to not just fulfill client expectations, however surpass them. Loire: “We think this proposition is the ideal reaction to the goals of the brand-new high-end customer.”
OTO Retail has actually currently piloted a Maserati in the North American market. New number formats consist of:
- ” My Maserati Showroom”– online cars and truck booking
- ” My Maserati Expert”– demand info or have a discussion by means of chat/video call
- ” Remote test drive”– organize a test drive
- ” Multi-Channel Service Booking”– set up and purchase lorries online, then finish the deal with picked dealerships
However, according to Loire, e-commerce is just one part of OTO Retail. Digital methods are likewise making their method into fixed retail. There, the virtual assistant will supply extra online services in the future, broaden the sales location and include brand-new services. Maserati display rooms will slowly integrate brand-new aspects. They will be offered for the very first time in brand-new shops in Milan and Shanghai next year.
OTO Retail is likewise anticipated to assist drive the Maserati Fuoriserie bespoke program introduced in2020 Here, the consumer journey will be especially individual, the car manufacturer described, without using information.