By Mia Bevacqua
Consumers can now explore the Cadillac lineup from the comfort of their own home. A new digital showroom, called Cadillac Live, launched earlier this week. Cadillac says the platform is: “Part personal shopper and part interactive digital showroom.”
Using a computer or smart device, shoppers can enter the Cadillac Live digital showroom. There, they can view 10 Cadillac models and speak with a live product specialist, if desired.
The live agent is equipped with iPhone X, Osmo Mobile gimbal and Bluetooth. With the technologies, both two-way audio and one-way video are possible (the agent cannot see the shopper).
“Luxury consumers are looking for a seamless, one-on-one shopping experience, whether online or in-person,” said Melissa Grady, Cadillac chief marketing officer. “Cadillac Live offers a high degree of personal service, with time-saving conveniences and extended hours, reflecting today’s evolving shopping habits and our customers’ expectations.”
Careful data analysis helped prompt the creation of Cadillac Live. According to Cadillac’s research, data from Google shows twice as many car buyers start their research while looking at a screen, rather than walking through a dealership. Furthermore, most consumers value expert product advice. And approximately 71% report switching to a competitor who has an easier product selection process.
“We’re trying to really understand how do people want to shop, so that we can be where they want to be. How they want to interact with us is really on their terms,” Cadillac Chief Marketing Officer Melissa Grady told Automotive News.
Cadillac Live launched in Canada in March. Now, dealers in Texas, California, Illinois, New Jersey and New York can join the program. Shoppers can connect with a participating dealer through the platform to schedule a test drive.
If successful, the program will go nationwide – and be available to all dealers throughout the united states – in May 2020.