Maserati has unveiled its ‘online to offline’ (OTO) retail project, integrating virtual and traditional experiences in the purchase process.
The project adds digital tools to support sales, closely working with dealerships to personalise the experience for customers. Customers will be able to personalise their journey, deciding which aspects of the transaction should be worked on in a showroom and which can be completed digitally.
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Bernard Loire, chief commercial officer at Maserati, noted: “The focus at Maserati is always on the customer, continuing the brand’s history of innovation and tradition, quality and exclusivity. We have therefore revamped our sales processes to arrive at an evolution of the customer journey.
“The brand wants to meet and exceed the expectations of customers, who will now be able to take advantage of an omnichannel experience. We believe that this type of offer – utilising the Maserati Fuoriserie programme to customise our cars – is the right response to the wishes of the new luxury consumer”.
Maserati pointed out that a digital approach is not only at home in front of a computer screen, but is also coming into physical stores more and more. On the one hand, virtual assistants are offering increasingly complete online services; on the other, physical sales space is being extended and enhanced with services, to reach customers anywhere.
Maserati stores around the world will be gradually adopting this new design, starting next year with newly developed showrooms in Milan and Shanghai.
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By GlobalDataOTO Retail has recently been launched as a pilot project in the North American market.
Using the service, customers can take advantage of a series of digital touchpoints. These include “My Maserati Showroom” to make an online booking for your car, “My Maserati Expert” to request details or information, “Remote Test Drive” and “Multi-channel Service Booking”.
Customers can now configure and book their Maserati online, then complete the transaction at their chosen dealership.
