The Sustainabilist | E-COMMERCE
A Glimpse into The Future of Car Dealerships Markus Leithe, Managing Director of International Markets for INFINITI in the Middle East, Asia and Eastern Europe, answered The Sustainabilist’s questions about their new and adapted showroom.
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ow is INFINITI revolutionising showrooms? INFINITI has always positioned itself as a daring and forward-thinking brand who today welcomes the changes in customer behaviours towards the showroom experience and how individuals interact with us as a brand. This could be at any point in their journey from becoming familiar with our products, to purchasing and the ownership experience over the following years. Customers today are used to a seamless offline and online experience. In the not so distant past, the showroom used to be the only method for individuals to interact with products. Today, customers have access to product knowledge and dealer offerings all online for their convenience and all before they ever walk into a showroom. This opens up many opportunities as we now have more touch points than ever to interact with our 34
customers which is why we have invested in technologies, such as our online INFINITI configurator which allows customers to design one of six INFINITI models exactly to their preferences. How will customers be able to interact with the INFINITI Configurator platform? You can interact with the configurator on our website, infiniti-carconfigurator. com. Customers will be able to interact with six different INFINITI models with many customisable options. Through our interactive hotspots, customers can learn about the features of each of our flagship models. Apart from customising colours and finishes to their liking, customers can even hear each car’s unique sound using the engine start-up feature.
They can even book a test drive, request a quote or share their personally created car with friends online and offline. How will the virtual showroom protect the wellbeing of customers? The idea of the INFINITI configurator was a project that was started well before COVID-19. From the beginning, it was our vision for individuals to be able to interact with our brand from anywhere – creating a seamless experience online and in the showroom. It just so happens now that the importance of the configurator allowing people to view our products from home during these times is something we are proud to offer as the safety of our customers and employees is our top priority. We believe that the INFINITI configurator is just the first step to our digital offerings which will expand in the near future.