Dealership of the future?
The latest in mobile, cloud and beacon technology is set to digitise automotive showrooms, creating interactive, augmented showroom browsing experiences, according to Michael Frans, head of business operations: automotive, at T-Systems South Africa.
“With the right mix of technology, including mobile apps that interact with beacons on the showroom floor, more information is available about the vehicles on show (such as video demonstrations, photos, pricing and financing options) and it is easy to book test drives, or meetings with advisors,” he says.
“With their engagements logged, dealerships can follow up with customers and target specific offers based on their behaviour; giving dealers unprecedented insights into potential customers’ interests and needs,” he continues.
The concept can be easily connected to the servicing side of a dealership – linking maintenance and service schedules, spare parts orders and other operational areas.
“This allows service staff to attain high-quality customer engagements, keeping customers informed with accurate views of where a car is in the servicing process, what parts need to be replaced as well as other pertinent details.
“In 2016, showrooms will finally evolve from being highly physical and paper-based, to integrated, digital entities, which transform the customer’s enjoyment and increase brand affiliation and sales potential,” concludes Frans.