We helped ŠKODA to get in front of their customers, wherever they are, by streaming the car showroom to their devices with the Live Tour.
Issue
How do you get the latest model of your car in front of customers if they can't visit your showroom?
The car industry is facing the challenge of changing consumer attitudes; we now want convenience, quick responses and a more personalised experience that is able to fit into our busy lives. Increasingly, that means fitting in shopping by doing it from home or on the move.
Insight
If a customer can't or won't come to you, then it's better to go to them.
In collaboration with ŠKODA UK, Capita delivered the ŠKODA Live Tour – offering potential customers a live tour of models streamed directly to their smartphone, tablet or computer.
Our approach
ŠKODA is one of the world’s oldest car manufacturers, but its focus on innovation means it isn't afraid to be different.
Working alongside ŠKODA’s other partners - Whisbi, Volkswagen Group and Xpression Events – we sourced and recruited a team of ‘product hosts’ to provide the tour and demonstrate the features of the newly-released Kodiaq SUV and 2017 Octavia. This included a comprehensive training programme covering vehicle features and live video presentation techniques.
In parallel, we worked with both VWG IS and Whisbi to install and set up the fixed and mobile technology behind the live tours. It allows ŠKODA to broadcast a live feed of the showroom to either a single customer or multiple customers through both fixed cameras and from cameras on smartphones/tablets. All the customer needs is an internet connection.
The system also allows ŠKODA to share their screen with customers to show them how they would configure a car, or to show the form booking process to book their test drive.
Visitors can start a Live Tour with a click of button from the website, seven days a week.
It’s the first time a car manufacturer in the UK has committed to using technology in this way, creating a purpose-built showroom-studio that enhances the customer buying experience, and further develops its sales channel.
The impact
Launched in April 2017 the Live Tour was an instant success. In the first five months it led to:
- 1,245 customer conversations
- 22 test drive bookings for the ŠKODA retailer network, which represents a conversion rate of approximately 34 per cent
- 665 leads in total, including test drive requests and general enquiries.
In January 2018 the Institute of Customer Service released the latest UK Customer Satisfaction Index (UKCSI) and sector reports, with Skoda UK as the top performing organisation in the automotive sector, with a UKCSI score of 82.7.
“The Live Tour has helped bring our products directly to consumers - in their homes, offices and when out and about, as all someone needs to immerse themselves in the experience is access to a smartphone, tablet or computer. The partnership has allowed us to make the retail experience much more accessible to customers, via the digital world.
Jonathan Pidsley, Digital experience manager at ŠKODA
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