Mumbai: Mahindra & Mahindra Ltd. (M&M Ltd.), part of the USD 19 billion Mahindra Group today announced an industry first initiative in the automotive retail space with the launch of its ‘Bring the Showroom Home’, a portable, mobile based, interactive Virtual Reality experience. This is a unique initiative wherein a customer would get a 360 degree, all-encompassing and immersive virtual showroom experience.
Bring the Showroom Home is part of a series of initiatives under Mahindra’s Digital Transformation Strategy. Through an immersive technology experience, the customer can co-create and identify his Mahindra vehicle with any specification, in the convenience and comfort of his home as well as involve his family in the decision making process. ‘Bring the Showroom Home’ platform will have 3 salient features of Virtual showroom, Self-explore and Make my SUV which will enable customers to experience the vehicle of their choice, in its entirety.
Speaking at the launch of the initiative, Veejay Nakra, Chief of Sales & Marketing – Automotive Division, Mahindra & Mahindra Ltd. said, “At Mahindra we have always been at the forefront of disruption with the customer at the epicenter. Hence we reimagined the whole customer purchase experience by embarking on a digital transformation journey for an end-to-end solution from the pre-purchase stage to the post purchase ownership phase. These include industry first initiatives such as SYOUV and With You Hamesha, in addition to our multiple tie-ups with portals for online booking of our vehicles. Now, we are ready to take this disruption to the next level by changing the way automotive retail is perceived in India. Bring the Showroom Home is one such industry first immersive experience.”
Mr. Nakra further added, “In India, where vehicle purchase decision is mostly influenced by the family, Bring the Showroom Home will get the showroom closer to our customers and their families. After all, we want to take customer experience to the next level through convenient, transparent and personalised services at every step.”
Pre-Purchase Stage: Redefining Auto Retail
The Mahindra SYOUV platform fortifies Mahindra’s engagement in the pre-purchase phase by providing class leading customer experience. The Platform integrates the virtual world with the real world and is the core offering under the pre-purchase phase. We have also ensured a robust backend mechanism to ensure superlative customer experience. Key features of SYOUV platform are as follows :-
In the next phase of SYOUV, we plan to include on-road price, online order tracking, deal maker and several other differentiating features. SYOUV is a one-stop destination for Mahindra in the pre-sales phase of the auto-purchase journey which promises three customer benefits – Transparent, Personalized and Convenient.
The Bring the Showroom Home platform will allow customers to research a new vehicle by enabling them to view the vehicle in a virtual showroom, in city or off-road environments. At the pre-purchase phase, it will feature a 360-degree voice assisted virtual reality (VR) experience powered by state-of-the-art Samsung VR Gears. All of these can be experienced from the comfort of the customer’s home without compelling him to visit the showroom.
Purchase Stage – Convenience of Online Booking
Mahindra has redefined automotive retail through multiple tie ups with key auto portals for sales of its automotive products, thereby providing customers with the convenience to book their vehicles anytime, anywhere. The company has tied up with Cardekho, Carwale, IBB, Car&Bike and M2ALL.
Under the digital initiatives for enabling sales, Mahindra has also installed tablets and kiosks across most of its dealer network. Meant to assist customers in making suitable buying decisions, these gadgets offer realistic visual depictions of Mahindra vehicles, with various options related to accessories, colours etc.
Post Purchase Stage – With You Hamesha
The new generation With You Hamesha platform provides class-leading customer convenience in the ownership phase.
‘With you Hamesha’ (WYH) is Mahindra’s digital platform for its existing customers and aims to sustain their satisfaction levels by constantly offering various online services. The platform has undergone a complete digital transformation and offers a customized and convenient experience with a whole lot of transparency. WYH is a versatile platform that offers a range of services, including:
In the next phase of WYH, we plan to include Driver tracking, Breakdown Van Tracking and Vehicle tracking in workshop and many differentiating features. We aim to redefine the future of auto retail by providing transparency, convenience and a personalized experience to our customers with our integrated digital offerings across the consumer lifecycle journey.
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2014 The Global Indian New Network (TGINN)